Michael Kors has launched a new HTML5 lifestyle site, which along with offering users access to full e-commerce functionality, centres around offering exclusive content and insight into the world of the designer.

Destination Kors, was created in partnership with New York-based agency, VMG Creative, and is curated by Michael Kors himself.

It hosts never-before-seen videos including those of the designer’s trips around the world, behind-the-scenes on his runway shows, and the premiere of his 30th anniversary celebration, starring celebrities such as Jennifer Hudson, Mary J Blige and Debra Messing.

“I am so excited to have an online destination that can serve as the home to everything this brand is about,” said Kors. “With Destination Kors, I can create engaging, interactive content for my customers and fans. I can also showcase who I am and what I represent in the fashion and lifestyle space on a digital level.”

There is also a personal scrapbook highlighting the designer’s current inspirations and images from his trips, while fans of Project Runway are able to get the inside scoop on what Kors thinks of the competing designers each week.