Christopher Esber has claimed an online fashion first ahead of his Mercedes-Benz Fashion Week Australia show.
The womenswear designer will showcase his spring/summer 2014 collection on Jasu.com in his first ever trunk show.
The collection will be live streamed on Jasu.com this afternoon, with selected pieces available for exclusive pre-order 24 hours after the show.
This will allow consumers to 'shop to runway', following a similar venture from online player TheIconic.com.au last year.
Esber is reportedly the only designer to be offering his collection for pre-order at the event this year.
"That sense of immediacy in giving my customer the ability to pre-order the pieces they love straight from the runway adds an extra element of service that I am so happy to be able to provide," he said.
Esber has won a number of major awards this year, including BT Financial Emerging Fashion Designer Award 2013 and a category in Prix de Marie Claire 2013.
In 2012, Esber was named L'Oreal Melbourne Fashion Festival National Designer Award winner and was a finalist in the 2012 Woolmark Prize.
Jasu.com will be broadcasting a full schedule of daily catwalk shows throughout the week.