THE POWER OF NOW: The British label House of Holland is partnering with Metail, the U.K. company that specializes in online fitting room technology, during London Fashion Week.

Potential customers will be able to view designer Henry Holland’s spring 2015 runway show online, and simultaneously create their own MeModel, a digital avatar, in order to try on the clothing in real time. They can also pre-order the collection.

Holland’s runway show will take place at 6:30 p.m. on Sept. 13, and can be viewed on tryonhouseofholland.com. The collection will be showcased beneath the runway video footage, inside an e-commerce site.

Users can then click the “Try it on” button and a Metail widget will appear where shoppers can enter their measurements – height, weight and bra size – to create a digital MeModel. Consumers can also share their look on social media.

The House of Holland team also plans to harvest the information from the avatar fittings, analyzing which garments were tried on the most, and in which sizes and colors.

“This season, London Fashion Week will be celebrating digital innovation in fashion, encouraging designers to embrace technology to amplify their stories and their work,” said 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.”

Holland and Metail’s founder Tom Adeyoola met in London earlier this year at a conference, and decided to work together. The collaboration marks Metail’s first designer partnership and a spokeswoman for House of Holland said the companies anticipate a long-term relationship aimed at better serving customers.

Metail, founded by Adeyoola in 2008, develops online fitting room technology and works with brands including Tesco, Warehouse in the U.K., Zalando in Germany, and Dafiti in Brazil.

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