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House of Holland teams up with Metail during LFW

By FashionUnited

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House of Holland is set to launch a 'world first' initiative to bring its customers closer to its catwalk during London Fashion

Week. The fashion designer has partnered up with Metail, a UK-based tech company which specializes in online 3D virtual fitting, to let its customers try on its latest collection during its show.

Customers who sign up online will be able to watch Henry Holland's SS15 catwalk show online whilst simultaneously crafting their own personalized 3D digital avatar, known as a MeModel, to try on the pieces from the collection in actual time. Users can also share their styled looks on social media networks and pre-order items from the collection.

“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,” commented Metail's co-founder and CEO Tom Adeyoola. “It’s great innovation and we are proud to be part of it.”

House of Holland aims to collect the information gather from its users during the MeModel fitting sessions to study which items were selected for fitting and in which sizes and colors.

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

House of Holland's show is set to take place on Saturday, September 13 at 6:30 pm at www.tryonhouseofholland.com.

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Henry Holland
House of Holland
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Metail