Dr Julia Wolny, who is Course Leader at London College of Fashion (LCF) and online fashion marketing expert had nothing but great things to say about the new application, she said "Schway has provided the students with an excellent online platform to showcase their talent. With online fashion sales far exceeding that of traditional stores, we are looking to provide a digital experience that lets consumers co-create their look from the beautiful pieces our students have created".

‘Schway' is an innovative application which is being used to showcase the graduates work, it enables interaction with the collection via the online ‘dressing room'. It allows us to mix and match items from the range and view them on a mannequin. The application is extremely user friendly, it works quite simply by selecting an item of clothing from the product images, and once an item has been selected it almost magically appears on the mannequin. The photography for the collaboration has been sponsored by Fashshot and the footwear has kindly been provided by Office.

The remarkable cyber mannequin may as well be described as your personal virtual model, we as ‘fashionistas' are literally being spoilt. No more getting flustered in a steaming hot, box sized changing room, and standing in despair as you cant picture it with accessories, as this genius application has it all covered.

The interaction does not end there, the mannequin can be rotated to view all angles and there is also a zoom in option so you can examine every little detail as if you were looking at it in the graduate's showroom. In fact with all these online features, if you cannot attend the catwalk it needn't be a concern. All details about the items are on hand about the product, simply scroll over the image and select the question mark, and you will find the names of the brand, designer and collection.

 The ‘Schway' application is also available on the social networking site ‘Facebook'. (http://apps.facebook.com/schway_fashion/). There are more features on this site such as you can ‘Schway' the London College of Fashion designs alongside other high street collections; In addition you can upload your creation to your profile to show of your inner fashion talent.

Eamonn Clarke, the Managing Director of Schway summarized that  "anyone can get up close and personal to the designers' latest creations and interact with them – something that, in the past, would have been the preserve of a chosen few attending the major shows."-  (http://www.schway.net)

The online showcase will be live until 30th September 2009 so visit the site rapidly to experience this new phenomenon. Thankfully it doesn't all end after this collection, it has been confirmed that the fantastic partnership between ‘Schway' and LCF is set to continue so make sure that you keep a beady eye on the London College of Fashion website for the latest news and updates (http://www.fashion.arts.ac.uk/) as ‘schway' is definitely the most innovative and engaging way to shop.