Zalora plans to unveil a shoppable live stream feature on Friday to coincide with Singapore Fashion Week.

The technology will allow consumers to buy clothing they are watching on the catwalk – although only items in Zalora’s own presentation.

The trial will take place during the Fashion Futures 1.0 show, allowing customers to buy selected labels with a tap of the finger or click of a mouse.

The Fashion Futures 1.0 show will feature Singapore designers Ying The Label, Weekend Sundries, Deboneire, Nida Shay, and Wai Yang.

“We’re proud to be supporting local talents in one of the most anticipated fashion events of the year, presenting alongside international designers and labels,” says Parker Gundersen, CEO of Zalora Group.

“This underlines Zalora’s drive to become the online fashion powerhouse in Southeast Asia through innovative ways to keep our customers engaged and to bridge the gap between offline and online, while bringing Asian designers onto a digital platform expanding their reach further.”

E-commerce companies have long been trying to create an environment where consumers can see a line on the catwalk and order straight afterwards. This Singapore Fashion Week initiative takes the concept a step further, using shoppable live stream technology.