O2 seem to be trying desperately hard to get involved in almost anything at the moment that could possibly use a mobile phone. The latest idea ties in the London Fashion Week.
Teaming up with fashion designer Temperley, the mobile phone operator will offer sneak previews with video clips of the Temperley catwalk show on customers mobile phones.
Temperley has been working with O2 by using the company's O2 XDA II to help Alice organise this year's collection, and O2 has been granted exclusive access to the creation in the run up to the Spring/Summer 2005 catwalk show. The film, which will also be streamed over mobile, will be shown at a later date this year.