Visa has introduced an augmented reality (AR) payment app with House of Holland. The proof-of-concept was launched at a House of Holland’s menswear launch and allowed fashion show participants to purchase the designs from the models on the runway. Customers hold up their smartphone at the desired garment on the catwalk and the technology identifies the item, completing the transaction with a pre-registered prepaid, debit or credit card. The technology was developed by Visa Europe’s innovation hub, Visa Europe Collab, and Blippar as part of a major London Fashion Collection’s Mens event. The technology hopes to be made widely available to other retailers later this year. Read more at Essential Retail.