British Vogue is celebrating London Fashion Week with the launch of a Facebook Messenger bot that will allow users to personalize the fashion news they receive in their inbox, according to a report published by The Drum.

“This is a new method for us to be able to talk directly and immediately to the huge Vogue audience, who rely on us to provide inspiring and authoritative fashion news,” Alexandra Shulman, Editor-in-Chief, told The Drum.  

The bot will give users different options to choose from, enabling them to select whether they receive highlights or complete feeds from runway shows as well as opt in to regular updates from certain designers.