O2 will run the industry's first trial of near-field communications

O2 will allow visitors to London Fashion Week to take part in the industry's first-ever trial of near-field communications (NFC).

Buyers attending the event will be able to show their interest in specific clothing collections by designer Emilio de la Morena by touching NFC-enabled phones on posters carrying identifying tags.

When a phone is presented to one of these "smart posters", it will send a text message back to the designer. The feedback will offer vital intelligence ahead of the fashion industry's main selling event, which takes place in Paris two weeks after the London show.

"Traditionally we are very much in the dark with regards to what buyers think of the collection presented in London before we present the complete collection in Paris," said de la Morena.

"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."

London Fashion Week runs from 10 to 15 February at venues around the capital.