A Shopping centre is embracing digital technology to bring fashionistas closer to the latest trends.

Churchill Square is launching an interactive fashion show for smart phones and tablets which organisers hope will direct shoppers into high street stores.

The Zap It, Unzip It! augmented fashion showwill be the first of its kind in the country when it launches at the Brighton shopping centre later this month.

Organisers said the app was an example of a shopping centre developing a creative digital campaign to drive shoppers into stores rather than shopping online.

The new app will bring the spring 2014 trends direct to customers' fingertips where they can view a fashion show and then follow links through to the shopping centre website for info on where to buy.

There will be special discounts and offers for people to buy in store while customers can also take pictures of themselves in the show and post to their friends on social media.

The new app will go live on March 28 and will run for a month.

Zappar, the team responsible for the most successful augmented reality campaign ever with the 1D day campaign for One Direction, has developed the technology for the landmark marketing event.

The event will feature new season collections and trends from the retailers Warehouse, H & M, Miss Selfridge, Dorothy Perkins, USC, O'Neill, River Island, Blue Inc. Burton, BHS, Debenhams, Lipsy, Jane Norman and Next.

The world’s first augmented reality fashion show took place in Japan in 2011 after a Japanese fashion house was forced to cancel their show in the wake of the devastating earthquake and tsunami.

Similar shows have appeared on the pages of fashion magazines including Dazed and Confused, Vogue and Grazia while fashion houses Burberry and Ralph Lauren have both embraced the technology.

Tina Dallorzo, centre director at Churchill Square said: “We were looking for an innovative and fresh idea that would create a buzz about Churchill Square's new spring summer 2014 collections and so the idea for the Zap It, Unzip It! fashion show was perfect.

“It's the first time a shopping centre has done a fashion show like this and we are very pleased that Brighton’s Churchill Square is leading the way.”

How it will work From March 28 four unique Zap codes will appear at various places around Brighton, each revealing one of four trend-focussed shows.

Fashion fans can then download the free Zappar App (available on ioS and Android) from their app store onto their smart phone.

They scan the Zap code and Churchill Square's Spring/Summer fashion show will magically come to life.

For more information visit www.churchillsquare.com.