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House of Holland's show to offer virtual fitting services
Sep '14
The British contemporary fashion label House of Holland, owned by the Great Manchester-based designer Henry Holland, is set to launch an innovative medium to connect with the digital media crazy fans during its upcoming show at the London Fashion Week (LFW).

The brand has teamed up with the British virtual fitting room service provider Metail to launch a new feature that would enable its consumers to not only watch the Spring/Summer 2015 catwalk show live but also try on the clothes online.

The new digital medium will allow the consumers to create their own bespoke 3D digital model ‘MeModel’ which will be about 96 percent accurate of the user’s own body, based on three simple measurements height, weight and bra size.

After clicking on the ‘try it on’ icon, adjacent to each item, the shopper will be able to pre-order the collection in the right size and the registered interests on the website will be available for purchase as soon as the clothing is produced.

The technology will also enable the users to change their digital avatar’s outfits by clicking on the displayed items whilst watching the show.

Metail’s co-founder and CEO Tom Adeyoola said in a statement, “It’s been wonderful working with Henry and his team. Metail developed the ability for women to try on clothing on their own digital bodies and this latest initiative enables all women to try on exclusive catwalk designs at the very moment they are revealed to the world. It’s great innovation and we are proud to be part of it.”

Caroline Rush, the LFW CEO, also revealed, “This season London Fashion Week will be celebrating digital innovation in fashion, encouraging designers to embrace technology to amplify their stories and their work. House of Holland’s collaboration
with Metail sets the tone for what will be a fashion week characterised by its cutting edge approach to integrating digital and social media.”

The House of Holland's LFW show goes live on September 13th, 2014 at 6.30 pm and can be watched in real time by visiting www.tryonHouseofHolland.com.

Started in 2007, the House of Holland clothing is sold in over 100 premium stores across the globe.

Founded in 2008, Metail specializes in developing online fitting room technology that aims to increase consumer confidence in buying clothing online, whilst also reducing return rates for the retailer. With three offices in London, Cambridge and Singapore, the firm operates with a staff of 40 employees.

Slated to take place from September 12 to 16, 2014, the London Fashion Week will showcase an array of Spring/Summer 2015 designs from names like J. W. Anderson, Marchesa, Temperley London, Topshop, Tom Ford and Burberry Prorsum. (PB)

Fibre2fashion News Desk - India

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