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Michael Kors

Mission

Fashion Shows are invariably exclusive events, where there will always be disappointed people that could not get guest listed.

Michael Kors and partner JWT Shanghai, faced such a challenge for their Jet Set Experience show.

Concept

With the immediacy offered by WeChat, Michael Kors opted to leverage the channel to share live updates from the show with fans.

A customised WeChat channel was created allowing fans to catch the collections as they were being presented on the catwalk.

With an A-list of celebrities in attendance, footage was in great demand. Fans could like shots and also share the content via other social networks.

Results

Coming soon.