Models strip naked for Augmented Reality fashion display in London

Warning: There is some NSFW nudity in the images below.

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.

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.

Basically, here's how it works: four models (including Spencer Matthews, who any fans of reality show Made in Chelsea will 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."