Visa Europe has launched a new advanced image-recognition scanner that will allow user’s smartphones to identify a piece of clothing, find it in the right size and purchase immediately.

The new technology, which will be released in partnership with augmented reality app Blippar, was trialled at the latest House of Holland’s menswear show in London, where audience members could scan what model Rafferty Law was wearing and purchase instantly.

“The technology could transform the way we purchase items because we will soon be able to whip out our phones to detect what a passer-by is wearing,” said a spokesperson for Blippar.