Article Dec 14, 2016

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Michael Kors taps rising fashion stars for new campaign

Michael Kors has cast four rising stars to appear in his latest campaign.

The American fashion designer has selected Ming Xi, Sofia Richie and twin sisters Simi and Haze Khadra to feature in advertising for The Walk.

In the street style-inspired marketing, the women were shot by photographer Tommy Ton, and are seen posing in New York City with handbags from the Sloan style family as well as the holiday 2016 ready-to-wear collection.

Speaking about the campaign, Kors said that he chose 18-year-old model Sofia, the daughter of singer Lionel Richie, and Chinese model Ming, 27, for their distinct sense of style and independent nature.

"We chose these four women because they all have a different way of looking at things, and they certainly have different styles," he told WWD. "Sofia is music royalty, so she has this confident, no rules attitude that makes her style so interesting. Then Ming Xi is a fashion darling, so she’s got glamour down pat."

While Kors describes 23-year-old identical twin DJs Simi and Haze as possessing a "natural, cool-girl edge" which gets them noticed everywhere.

He added that The Walk imagery, and the accompanying Peter Szollosi-directed video, was designed to allow each of their personalities and unique viewpoints to “shine through”.

With the 57-year-old’s carefully selected group of stars, the designer is setting out to appeal to a younger audience, and is focusing on social media and including elements of the campaign in an interactive, shoppable experience on his e-commerce website.

"I’ve always thought of social media as a digital trunk show and this campaign took that to the next level. I loved seeing how our fans all around the world interpreted it and shared their own #SidewalkSpotted moments," he said.