Henry Holland thinks social media can transform fashion.
The 32-year-old designer believes the photo-sharing app Instagram could help fashion houses sell more clothes straight from the runway.
He said: "There's only so long that fashion houses are going to spend huge amounts of money on shows and not get their money back.
"The fact that those looks are on Instagram while the public has to wait three months to purchase them seems so backward."
However, Henry admits Instagram, in particular, is making people more vain as users try to "curate" their lives.
He added to the London Evening Standard newspaper: "The fact that we broadcast our lives all over the internet means all aspects of our lives become more curated.
"People are conscious about what their houses look like in their Instagram feeds and they're conscious of their outfits. If they like their outfit they'll post it, it's show-off. People are more conscious of what their lives look like and we all know the reality is you're sat by yourself with a hot chocolate."
Meanwhile, Henry is happy to be a pioneer of mixing fashion and technology, having recently dressed his models in wearable payment technology.