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Visitors to London Fashion Week last week viewed what is being

billed as the world's first-ever wireless TV advertisement.

The advertisement, which was for the Proctor & Gamble Max Factor brand,

was broadcast to selected fashion week guests, who were not only able to

watch the advert but also saw live coverage of the catwalk shows through

their handheld and palm sized pocket PC's. The coverage of London

Fashion Week was also the world's first ever real-time broadcast on

wireless-enabled handheld devices. This was all possible while people

moved through the exhibition tent, meaning they didn't need to be right

by the catwalk to catch all the latest fashions.

The deal was an alliance between New Media Industries (NMI) - the

marketing and creative services arm of Target NMI - and Intel, who was

the supplier of the technology for the project.

In addition to the live fashion shows, guests were also able to view

archived footage of previous shows on the handheld devices.

NMI was not only responsible for developing the concept, they also

produced all the content at the shows which will be available online at

the end of London Fashion Week at www.londonfashionweek.co.uk.

Paul Nathan, managing director of NMI, said: "This innovative

application of wireless technology, one of many that NMI is working on,

demonstrates that Britain is not only at the cutting edge of fashion,

art and advertising, but also technology.

We are thrilled to be able to bring together all these elements for the

first time at such an important event such as London Fashion Week."

NMI's clients include Proctor & Gamble, Sony Music, Temenos and the BBC.