According to the Telegraph, the festival, in collaboration with Booodl and Pinterest has launched the service to collect the images, share content and facilitate purchase.
CEO of Booodl, George Freney said that Pinterest is a fantastic experience and the app is focused on the physical, fashionable things that one owns. It lets users to manage the things that they want and connect with people that can help them get it, whether it's a commercial partner or a friend that will sell it second hand.
The report said that as part of the preview users will be able to follow the style of personalities such as Erica Packer and Sarah Murdoch as well as the designers such as Sportscraft who will be showing at MBFFS.
Freney said that users can scroll through the looks on the runway, collect a card from the app and go to the retailer to buy it.
Director of IMG Fashion, Elle Turner said that the MBFFS audience actively engages with social media adding that social media is the new visual merchant and the online experience turns into cash sales.
The app will be launched later this year, the report added.