LONDON: Michael Kors has revealed plans to become the official lifestyle partner of the world championship Formula 1 team McLaren-Honda.
The all-American fashion label is moving into the fast lane with the deal, which it hopes will accelerate its growing image as a men's lifestyle brand.
As the team's official lifestyle partner, Michael Kors branding will feature prominently on the drivers' overalls and the McLaren-Honda MP4-31 car, which is being driven in the 2016 FIA Formula 1 World Championship by Fernando Alonso and Jenson Button.
The fashion house has created a limited-edition men's leather jacket to mark the strategic move, featuring both the Michael Kors and McLaren logos, as well as a limited-edition plaque with each piece's unique production number. Only 50 of the garments will be fabricated, and the pieces will be sold exclusively at the new Michael Kors London flagship store.
Explaining the concept of the piece, Kors says: "There is an energy, sophistication and confidence to both of our brands, and we wanted to create a limited-edition piece that spoke to that."
Since being established in 1981, Michael Kors has created a name for itself as a go-to designer of luxury accessories and ready-to- wear. As well as womenwsear, the company also designs menswear, including accessories, footwear, watches, jewelry, ready-to- wear and a full line of fragrance products.
Kors (middle) posing with Button (left) and Alonso in London.
