This Christmas, Chinese-American fashion designer Vivienne Tam will work with the Italian chocolate maker Ferrero Rocher for a collaboration that sees Tam designing a dress which brings to life the spirit of Ferrero Rocher, the 74-year-old Italian chocolate company that makes spherical chocolate and wafer covered hazelnut paste.
The brief for the dress was to create something that aimed to reflect the chocolate brand’s heritage and respect for tradition and craftsmanship.
The result is a gown in golds and browns, with a full skirt, and layered crinkled gold fabric details, which is displayed at Hysan Place where the “Golden Couture” pop-up store will live until the end of the month.
“I hope my dress is as delicious as the chocolate,” said Tam.
Mirum Hong Kong is the agency behind the activation.
“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.
“This collaboration not only demonstrates our spirit but also brings our consumers a tasty-fashion journey,” said Lutricia Kwok, senior brand manager of Ferrero HK, Taiwan & Japan.
Ferrero Golden Couture Details
Date: 7-13 December, 2016
• Monday to Thursday and Sunday / Public holidays: 10:00 – 22:00
• Friday, Saturday & the day before Public holidays: 10:00 – 23:00
Venue: Atrium, Hysan Place, Causeway Bay Exhibition