Pioneering app for BlackBerry Smartphones allows customers to buy House of Holland designs as they hit the runway

Pioneering app for BlackBerry Smartphones allows customers to buy House of Holland designs as they hit the runway

Fashion label, House of Holland has launched a bespoke mobile application for BlackBerry smartphones that allowed customers to buy pieces direct from the runway as they were shown at London Fashion Week earlier this month.

BlackBerry users were exclusively able to order from the eight piece House of Holland slogan T-shirt collection by downloading the app from www.houseofholland.co.uk/blackberry or BlackBerry app world. This marks the first time consumers have been able to own a piece of the runway collection by ordering through mobile technology ahead of its retail launch in the Autumn.

Positioned at multimedia branding forefront

Young London designer, Henry Holland said: “I have always been a huge fan of BlackBerry and love the fact that we are making fashion more accessible and immediate to consumers through our exclusive app. As fashion becomes increasingly digitally focused it's extremely exciting to place House of Holland at the forefront of the revolution.”

At the show, House of Holland also live tweeted shots of the catwalk and front row via BlackBerry to Henry Holland's followers on Twitter (www.twitter.com/henryholland). And a House of Holland Theme is available to download from BlackBerry app world to provide consumers with an integrated House of Holland BlackBerry experience.

BlackBerry is the official handset partner of London Fashion Week.