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Photos: NFC tech takes to the catwalk

O2 trials tech at London Fashion Week
By Nick Heath, Contributor on
40151194-1-poster-custom.jpg
1 of 3 Nick Heath/ZDNET

O2 trials tech at London Fashion Week

High fashion met high-tech when style gurus at London Fashion Week chose the designs that will be dominating the high street using near field communication (NFC). Fashion buyers at the Science Museum registered their interest in work by up-and-coming designer Emilio de la Morena simply by touching their Nokia 6131 NFC mobile phone to posters of his clothing, as seen here.

Photo credit: O2 UK

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2 of 3 Nick Heath/ZDNET

Embedded tags inside the smart posters, like the one pictured, automatically send a text to Morena indicating which designs buyers are interested in. With the main selling event - and last opportunity to sell the season's collections - in Paris only two weeks later, this gives the designer vital feedback as to what buyers are after.

Photo credit: O2 UK

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3 of 3 Nick Heath/ZDNET

The pilot is an extension of NFC trials being undertaken by O2 UK, which has seen the company working with partners like Transport for London and Barclaycard on using NFC handsets to pay for goods and as travel tickets.

Morena said in a statement: "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."

Photo credit: O2 UK

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