Runway dream

Vivienne Tam 2014 Fall/Winter collection

In her Fall/Winter 2014 show at Mercedes Benz Fashion Week on Feb 9, Tam partnered with the Chinese social communications app WeChat to give Chinese fans a look behind the scenes of the lead-up to a show that as always, is inspired by Tam's Chinese heritage.

"Everything I do is in the hope of promoting Chineseness and mixing the two worlds together," Tam says. "I'm excited to use social media to promote a view of globalism, because I've always believed in Chinese culture and using what I do to interpret Chineseness in my work."

Interested users are invited to download WeChat, which has more than 100 million users worldwide, and add VTAMFASHION as a contact through which they will receive exclusive, real-time updates and photos of Tam's preparations and activities before and during the show. Four sets of customizable chat wallpapers are also available to download through the program.

"We are excited to partner with the iconic Vivienne Tam brand to provide a new interactive experience for the New York Fashion Week audience," says Jameson Hsu, GM of WeChat USA. "By adding Vivienne Tam's official account on WeChat, users can step into her world of fashion."

Tam, who is an avid user of the app, described the platform as a combination of Instagram, Twitter and Facebook.

"It's all-inclusive global reach amazes me," she says. "The opportunity to connect with people, especially in the fashion world, is exciting. It adds something to how we communicate."