LOS ANGELES, Aug 17, 2009 / FW/ — It seems that Michael Kors is truly leading a bi-coastal life. First, it’s Project Runway moving to Los Angeles, and now, a new website www.VeryHollywood.com inspired by the glamour of the red carpet in tinsel town.
The website is the home of the New York-based designer’s new fragrance, Very Hollywood Michael Kors, which will debut in department stores in September, just in time for New York fashion week.
The site will launch with three categories of content: fragrance, campaign and applications. The application category includes exciting features to actively engage users and provide them with the inside scoop on all things Tinseltown.
The Red Carpet section features two exciting contests for users. The first contest is an exclusive collaboration with InStyle Magazine, launching in August. The contest is a chance to receive the ultimate red carpet treatment. One lucky winner and a guest will be flown out to Hollywood, provided with transportation, lavish hotel accommodations and treated to a shopping consultation, hair and makeup styling, dinner for two and two tickets to InStyle’s Oscar Viewing Party.
The second contest, launching this fall, is the Hollywood Correspondents Contest. Participants are asked to submit videos describing their ultimate Hollywood moment. The lucky winner will receive a trip to a red carpet event where they will be the official Very Hollywood Michael Kors on-air correspondent, reporting back via video and Twitter about their experience on the carpet, rubbing elbows and chatting with the stars.
Starring You is a unique and fun viral application where the user will be able to submit 3-4 of their own photos and choose captions for each photo. The application creates a customized and personalized magazine-style layout with the user’s pictures that can be emailed or even posted on a Facebook wall and tagged. Channel your inner celebrity and let your favorite red carpet-worthy poses and candid party “paparazzi” snapshots steal the spotlight!
Each month the site will be updated with Michael’s Red Carpet Beauty Tips and Hollywood Hot Picks, suggestions for the latest ‘It’ accessories to add instant style to any look. As any fashionista knows, the most captivating celebrities are the true trendsetters with up-to-the-minute style. Stay ahead of the fashion pack each season with Michael’s Faves.
The Campaign section will give an in-depth and behind-the-scenes look into the making of Very Hollywood and the “all-star cast” that are involved, including designer Michael Kors, Director/Photographer Mario Testino, Director of Photography, Darius Khondji, “the music” Lady Gaga (whose song “The Fame” plays upon entering the website; the first 10,000 people to visit the site can download the song for free), “the muse” Carmen Kass, “the leading man” Noah Mills and “the voice” Lauren Hutton. Together, the A-list players of the campaign convey a complete portrait of Hollywood: classic and contemporary, fashionable and fabulous.
The Collection part of the website will showcase the full line-up of products with a link to buy. The Very Hollywood Michael Kors Collection includes: a Luxe Perfume Spray, an Eau de Parfum Spray, Hollywood Fabulotion, a Limited-Edition Hollywood Signature Pen and a Limited-Edition Hollywood Gem Solid Perfume Ring.