The collaboration will entail Tam designing a dress that brings to life the spirit of Ferrero Rocher, the 74-year-old Italian chocolate company that makes the spherical chocolate and wafer covered hazelnuts. Tam, who is famous for her East-meets-West sensibility and attention to detail, will also design a limited edition chocolate gift pack.
The brief for the dress was to create something that reflected the chocolate brand’s heritage and respect for tradition and craftsmanship. The result is a sumptuous gown in golds and browns, with a full skirt, and layered crinkled gold fabric details. Tam will unveil it in person on 6th December at Hysan Place where the “Golden Couture” pop-up store will live until the end of December 2016.
“Good collaborations are hard to come by, but can have such positive effects on a brand. Fashion was a natural pairing for Ferrero given the brand’s heritage, and Vivienne Tam with her bold, iconic style made for a perfect partner,” said Mirum’s Creative Director, Ibraheem Youssef.
“I hope my dress is as delicious as the chocolate,” said Vivienne Tam, regarding the gown.
“Ferrero Rocher is about craftsmanship and details. This collaboration not only demonstrates our spirit but also brings our consumers a tasty-fashion journey,” said Lutricia Kwok, Senior Brand Manager, Ferrero HK, Taiwan & Japan.
In addition, Mirum and Ferrero Rocher are working with students at a design school for a fashion competition, with the grand prize being a trip to Italy.
Source: Mirum Hong Kong