O2 is working with designer Emilio de la Morena and fashion buyer Two See using NFC technology to enable buyers to register their feedback on collections launched at this year's London Fashion Week.
Fashion buyers equipped with a Nokia 6131 NFC handset will be able to register their interest in Emilio's autum/winter collection designs by touching their phone on 'smart' posters.
Each poster will be embedded with tags that automatically send a text message to Emilio indicating what designs people are interested in.
This is the latest NFC scheme launched by O2. Last year saw the trial of the O2 Wallet that enabled a select few to use their mobile phone to pay for purchases, access events and travel around London on their Oyster card.