A new smartphone app that brings the catwalk to your phone was launched in Brighton.
The Zap It, Unzip It! fashion show features new collections of clothing retailers located at Churchill Square Shopping Centre, including Warehouse, H&M and Dorothy Perkins.
Users can also take pictures of themselves and upload them to feature in the app as fashion models.
Tina Dallorzo, Centre Director at Churchill Square, said the shopping centre is the first to use the idea.
She said: “We were looking for an innovative and fresh idea that would create a buzz about Churchill Square's new spring summer 2014 clothes.”
The software behind the app was developed by Zappar, the world leader of augmented reality-enabled products, and was first used in 2011, in Japan, when the earthquake and subsequent Tsunami forced a fashion house to cancel their show.
To be able to watch the Zap it, Unzip it! fashion show on their phones, users have to download the Zappar app and scan the four unique Zapcodes, which appear at the shopping centre.