Visa's promise to weave together the worlds of haute couture and payments at London Fashion Week boiled down to a contactless ring for front row celebrities to buy this season's must-have fashion items straight off the catwalk.
The House of Holland catwalk showcased the culmination of a summer-long partnership between designer Henry Holland and Visa Europe's Collab innovation unit.
For the show itself, front-row fashionistas wore specially-designed 'rings' with an integrated NFC capability. The VIPs were then invited to make a purchase direct from the collection as it was being modelled on the catwalk by touching the ring against payment receiver tags attached to the clothing.
Details of the transaction were immediately relayed backstage, where their item was bagged up and handed to them as they left the show.
Holland says the showcase created a brand new type of retail experience: "By making the payment a more seamless element within the emotion of my catwalk show, I believe we’ve offered a glimpse into what the future of fashion retail may hold.”