Search for Jason Wu’s Twitter account and you’ll come across about a dozen of them. None, including “TheRealJasonWu,” are in fact real — or, rather, the real, Michelle Obama-dressing, CFDA-award-winning Wu.

But as far as the designer is concerned, the myriad Wus out there can keep the name. Today, Wu’s legitimate account launches, under the handle “MissWu_NY,” in the guise of the owl logo Wu launched for spring. “She’s sort of this phantom muse who embodies what we’re about,” he says. “I thought it would be more interesting to have her perspective. Having a bird that tweets — it just seemed natural, right?”

This story first appeared in the May 16, 2011 issue of WWD. Subscribe Today.

Miss Wu isn’t the designer’s only digital debut. He’s also unveiling a revamped Web site on June 6, done by Li Inc. in collaboration with Sweden Unlimited. “As we grow, we want to have that direct interaction with the customers,” says Wu. “I want to tell our story in a deeper way.” Core to that is a new section titled “Craftsmanship,” which offers an insider look at his collection. “Unless you come to the showroom, you don’t see all the work that goes into one garment,” explains Wu. “With today’s fast fashion, it’s important to give people reasons why we are a luxury brand. I want them to see how laces are embroidered, or that what looks like ruffles from afar are actually 50 clusters of hand-sewn flowers.”

In addition to new video content and collaborations, the site features e-commerce, starting with handbags, including three online-only styles; ready-to-wear will eventually be added. “This gives us the opportunity to curate our own boutique,” says Wu. “It’s a way to explore new ideas — small leather goods, key chains — and get direct feedback.” To fete the site, Wu is holding a giveaway on his Facebook page, awarding one lucky fan a $1,500 online shopping spree.

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