This year's London Fashion Week has seen the first use of mobile near field communications (NFC) to help sell a fashion range.
An NFC system from operator O2 is allowing fashion buyers give instant feedback on the latest Emilio de la Morena collection this week.
The system, at Emilio de la Morena's catwalk show at the London Science Museum, will enable the label to instantly know which designs are likely to be the hottest by getting immediate feedback from fashion buyers attending the show.
As they leave the show, fashion buyers equipped with a Nokia 6131 NFC handset will be able to register interest in specific designs in the range's Autumn-Winter 2008/9 collection.
They will be able to use the contactless device to "touch" specially designed smart posters featuring the different designs.
Embedded tags within the smart posters automatically send a text message back to the brand indicating which designs they are interested in.
With the main selling event in Paris only two weeks away, the feedback can help a designer tailor specific products to maximise sales.
Emilio de la Morena said, "Traditionally, we are very much in the dark with regards to what buyers think of the collection presented in London before we present the complete collection to buyers in Paris.
"Our partnership with O2 means that for the first time we have a way of immediately capturing essential feedback, providing us with the time to understand what the buyers are thinking and make any changes straight away."