The recent House of Holland show at London Fashion Week Spring/Summer 2016 featured a world first use of wearable technology to make the collection instantly purchasable as it appeared on the runway. The innovative technological experience was created by Henry Holland in collaboration with VISA, with the event entitled 'Cashless on the Catwalk.'
10 front-row attendees of the House of Holland show were given the chance to wear NFC Rings to facilitate the purchases. If a guest wished to purchase a look featured on one of the models, they merely needed to wave their hand. The models' jewelry was embedded with chipped tags that processed the payment through VISA's Net payment network. The purchased items were then bagged and ready for guests as they exited the fashion show.