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Distributed: Feb 17, 2011

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London, Feb 17, 2011 (Global Fashion Wire) - This season, On|Off, the innovative fashion showcase during London Fashion week, once again proves to be the leaders in their field as they launch the first ever fashion week application to work on every mobile phone.

Continuing to be at the forefront of technology, On|Off have collaborated with the 360Fashion MobileMags on their event guide to create the first paperless solution of its kind, downloadable on ALL mobile phones.

The On|Off 'app' has been designed with our clients in mind. It is a fully operational mobile phone fashion magazine event guide with direct online capabilities, including this seasons schedule, press releases, designer information at the touch of a button and all the links you need to keep in touch with On|Off during London and Paris Fashion Weeks. It also provides an easy to read map which helps locate our fantastic new venue.

On|Off shows its continued support by providing its Visionary Award winner Charlie Le Mindu with his very own page in the event guide. Each page showcases images of catwalk and exhibition designers along with all their key information.

On|Off are proud to be working with 360Fashion Network as they too are connected to the highest echelons in the technology and Fashion industry. Lee Lapthorne the director of On|Off said about the collaboration; "Working with companies like 360Fashion On|Off continue to be on the cutting edge of new media channels. We set the bar high for others and we are proud of this accomplishment. We have a reputation of making life easier for international buyers and press by producing information that is simple and efficient to access."

On|Off was the first during LFW to (MULTI MEDIA):

- Live stream ALL catwalk shows from one event in the UK.
- Video all of our shows and have them available on demand (VOD).
- Have downloaded podcasts of catwalk shows through iTunes.
- Showcase iPods, in our iPod wall
- Have a virtual fashion week in Second Life.
- Use 360degrees photo imagery of the catwalk
- Have Art and product design as part of our event which has included the following artists and product designers; Izima Kaoru (Erin Oconnor), Zoe Bradley, Zoltar the Magnificent, Anthony Dickens, Melanie Porter, Frieder Weiss (used since in Kylie Minogue's video), Richard Gray (Alexander McQueen), Jean Charles de Castelbajac, Eskimo, Inflate, Lucy and Bart, Le Tramac, Sinta Tantra, Michael Warren, Studio Thomsen and Wrap3

Download the event guide to your mobile phone by typing into your phone browser the following url:
http://mobilemags.mobi/12472

Or SCAN the QR code in the attached image with a QR code reader (suggested readers can be found in your phone's app store by searching for "barcode reader").

                             On|Off
                     18 - 20 FEBRUARY 2011
    MERCER STUDIOS, 16 MERCER STREET, COVENT GARDEN, WC2H 9QE

FRIDAY 18                                     EXHIBITION
11:00 JENA.THEO                               CHARLIE LE MINDU
13:00-14:00 ADA ZANDITION *PRESENTATION       BRONWEN MARSHALL
15:30 FALGUNI & SHANE PEACOCK                 LAURA THEISS
19:45 ASHLEY ISHAM                            THE ORPHAN'S ARMS
                                              BRACHER EMDEN
SATURDAY 19                                   LEE KLABIN
09:30 LOUISE AMSTRUP                          ANDREW MAJTENYI
14:15 LOUISE GRAY                             ANGELINE LEE
18:00 BRYCE AIME                              HAIZHEN WANG
21:30 JULIAN J SMITH                          TESSA EDWARDS
                                              LEE LAPTHORNE
SUNDAY 20                                     HASAN HEJAZI
10:00 JAYNE PIERSON
14:15 CHARLIE LE MINDU                        DESIGN
19:30 PAM HOGG                                INNERMOST
                                              THE DECORATORS

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