First UK Website to Fuse Friends and Fashion Launches

London fashion scene prepares for web 2.0 shopping and social network.

London, United Kingdom, June 08, 2007 --( Fashion savvy surfers will be frantically logging on for the ultimate online experience this year – the UK’s first ever social shopping site. Thanks to , the hotly tipped killer start-up combines ‘community and commerce’, allowing fashionistas to go ‘shopping with the girls’, without leaving their sofa.

The new website will allow cyber shoppers to browse their favourite stores via ‘a virtual highstreet’ which will include the best ranges on offer from the likes of Topshop to Figleaves to name a few. An ‘o-so-me’ personal profile section will allow visitors to then drag and drop their favourite items in to a virtual scrapbook, thus creating the ultimate shopping wish list to refer to whilst browsing.

The real point-of-difference comes in the form of the networking section. You can ask for advice (“where can I buy ‘the’ perfect fit skinny jeans?”), share tips (“for Kylie’s latest bag, check out…”) and generally share and compare shopping and trend tips with cyber friends.

This unique internet experience was born of the fact that 15 million women make up for 49% of internet users. 88% of women use the internet daily, with their biggest interest being clothes shopping (22%). 60% of customers refer to peers for guidance, hence the the trend in blogging and online reviewing. With this in mind, will enable women to make the best shopping decisions in the comfort of their own home, with the ‘go ahead’ of their friends real and virtual.

Says MD, Dawn Bebe: ‘ will be the hottest media to come out of London this year – think Myspace meets Selfridges – and you are somewhere close. This is the ultimate media/retail hybrid. Why should a bunch of boys in Silicon Valley have all the good ideas? ’ officially launches September 2007

For more information, contact Kathryn McAuley or Hannah Roche at Borkowski on 020 7404 3000, or email /


Notes to Editors: is owned by Bright Station Ventures headed up by CEO Shaa Wasmund, formerly the founder of

Former Emap Elan MD Dawn Bebe is founder and launch MD. Previous success stories include the development of Grazia magazine

Creative Director is Sarah Woodhead, previously Head of Content at Orange
Visit the Osoyou blog at
Anna Wakeford
020 7400 6711