Firm's clothes are 'a perfect fit'

Software takes data from body scanners and uses it to produce clothes that apparently fit women's shape exactly.

The company behind it, Innova, said it has spent £4 million over nine years developing the technology, which it said will revolutionise the way women dress.

Instead of visiting shops, customers will go to "scanning outlets" where their body shape is recorded in 3D. They can then choose outfits online which will be fitted to their shape.

Designers Deryck Walker and Niki Taylor, from the Olanic website, and Kerry Nixon, of the Vidler And Nixon website, have contributed items to the collection, which also includes cheaper in-house designs.

Prices start at £150 for a jacket and £90 for trousers from the Innova collection, with the designer clothes costing around £300 for an outfit.

Innova founder Patrick Gardner said his firm's clothes are a "radical alternative" to traditional fashion.

"Unless you're investing in couture which is truly bespoke, the alternative is sized clothing, which rarely fits perfectly," he said.

"Automation eliminates large swathes of the costs traditionally associated with bespoke clothing.

"There are no bulk stock orders, no unsold stock, no teams of sales staff and no retail units, just body-scanning outlets. Fashion has gone simple."