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LONDON -- When you think of Augmented Reality (AR), the first things that spring to mind might well be apps or gaming.

But probably not fashion.

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To kick off London Fashion Week, though, online retailer Lyst has brought AR into the fashion world in a fairly unexpected way -- by using real, naked models as a kind of hybrid mannequin on which people can view clothes.

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Basically, here's how it works: four models (including Spencer Matthews, who any fans of reality show Made in Chelseawill recognise) lined up semi-naked in a shop window in London on Friday morning.

People outside the shop then held up phones or tablets to clothe the models digitally.

According to a press release sent to Mashable, this AR technology will allow shoppers a 360-degree view of the clothes. They will also be able to zoom in to see the texture of the material.

Models lined up in the store window. Credit: Stuart C. Wilson/Getty Images Shoppers outside took part in the AR dressing experience using tablets. Credit: Stuart C. Wilson/Getty Images The technology recognises the model's body, and adds the clothing digitally. Credit: Stuart C. Wilson/Getty Images Spencer Matthews, from 'Made in Chelsea' (second from the right) looked pretty enthusiastic about the whole thing. Credit: Stuart C. Wilson/Getty Images

“In a week where London comes alive for fashion, we thought it would be fascinating to look at what lies in store -- quite literally -- for us all in the coming years," Lyst CMO Christian Woolfenden said. "Emperor’s New Clothes’ as we wanted to stop people in their tracks twice -- first in puzzlement; then in awe.

“Merging Lyst’s inventory -- the biggest in the world -- with the latest developments in augmented and virtual reality and we’ll soon all be able to instantly try out the hottest trending fashions -- from street styles to catwalks -- from anywhere in the world."

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