This season’s London Fashion Week has seen more use of emergent technologies by fashion designers.


House of Holland, the British fashion label owned by the Great Manchester-based designer Henry Holland, is launching their innovative virtual fitting room sevice in collaboration with The British Virtual Fitting Room Service provider Metail so the viewers of the Spring/Summer 2015 catwalk show live can also virtually try on the clothes online.
Metail is a fun new use of virtual technology that enables shoppers to create a bespoke model of themselves by inputting their measurements of height, weight and bra size. The 3D “MeModel” can then try on the pieces from the collection at a click of a button and also get feedback on whether the item fits correctly and at what part of their body. The shopper can then build their outfits, save their collection and buy direct online.

House of Holland A/W 2014/2015 collection London Fashion Week

House of Holland A/W 2014/2015 collection London Fashion Week

Caroline Rush, the LFW CEO, stated, “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.”

Metail’s co-founder and CEO Tom Adeyoola said in a statement,
“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.”

The House of Holland’s LFW show goes live this evening at 6.30 pm GMT and can be watched in real time by visiting the WEBSITE


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.

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