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Photos: NFC tech takes to the catwalk
O2 trials tech at London Fashion Week

By Nick Heath

Published: Monday 11 February 2008

Embedded tags inside the smart posters, like the one pictured, automatically send a text to Morena indicating which designs buyers are interested in. With the main selling event - and last opportunity to sell the season's collections - in Paris only two weeks later, this gives the designer vital feedback as to what buyers are after.

Photo credit: O2 UK