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.
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.