House of Holland and Metail allow consumers to both watch catwalk show in real time and try on the clothes

British brand House of Holland has worked with local fashion technology company, Metail, to create a world first. Not only can consumers watch the Spring Summer 2015 fashion show live from wherever they are, but now they can create their own ‘MeModel’ and try on the clothing from the catwalk in real time and pre-order the collection in the right size.

Request your invite to try on the House of Holland SS15 collection as it is shown live on the catwalk

In a quest to offer the latest enabling technology to fashion hungry girls all over the world, House of Holland Creative Director Henry Holland came up with the inspiration after sharing a stage with Metail’s Tom Adeyoola in London earlier this year. Henry has always embraced the newest ways to engage with his audience since selling his famous slogan T shirts on his site in 2006. “I am so excited to bring the Metail technology to our website. Being the first brand to utilise the technology to allow our customers to 'try on' our SS15 collection as it walks the catwalk is the icing on the cake,” said Holland.

The show, part of LFW Spring Summer 2015 collections, goes live on Saturday September 13th at 6.30pm and can be watched in real time by visiting www.tryonHouseofHolland.com. Beneath the show video, the exclusive clothing is presented as it would be on an e-commerce site. The consumer simply clicks the ‘try it on’ icon, adjacent to each item, to reveal the Metail widget. Ten seconds later, having inputted three simple measurements; height, weight and bra size, a personal MeModel is revealed which is within 96% accurate of the user’s own body. Whilst watching the show the MeModel’s outfits can be updated by clicking items as they come down the catwalk. All registered interest will be offered the clothing to purchase as soon as it is produced.

Fashionistas can explore the fitting room to try on and pre-order the latest House of Holland styles

Metail’s co-founder and CEO Tom Adeyoola commented, “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.”

LFW CEO, Caroline Rush added, “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.”

Visit www.tryonHouseofHolland.com to register your interest and watch the show.

Founded in 2008, Metail is a British company developing online fitting room technology, which enables consumers to create a bespoke 3D model of them. The technology aims to increase consumer confidence in buying clothing online, whilst also reducing return rates for the retailer. Metail’s technology can be incorporated into any e-commerce platform and consumers, after entering a few simple measurements, can then generate a MeModel, which is 94-96% accurate to their specific size.

Established by Cambridge graduate Tom Adeyoola, Metail has raised over £5.4 million in funding and officially launched with their first customer – Clothing at Tesco – in February 2012. The company has since developed an international client base, spanning from Warehouse in the UK, to Zalando in Germany and Singtel in Singapore. Metail created a BAFTA nominated segment for ITV’s This Morning called ‘Take Over the Makeover’ which is currently being developed for a new season.

Based across three offices in London, Cambridge and most recently Singapore, Metail has built a talented and dedicated team of 40 employees.

For more information about Metail see http://metail.com/metail-history-and-facts/

House of Holland is a contemporary British fashion house and brand which has enjoyed critical recognition and commercial success since its formation in 2007. Following the design and sale of a T-Shirt line that quickly became iconic, Henry Holland has managed House of Holland to the success it now enjoys as a fully-fledged fashion label, sold in over 100 premium stores across the globe.