Readers Can Now Shop Runway Looks Online

For those who want to grab the latest frocks and trends straight from strutting runway models next week, Condé Nast is giving fashion fiends instant gratification. SHOP THE LOOKS, a new e-commerce section of Vogue‘s online home, will allow users to browse and buy items in more than 30 editor- (and advertiser-) curated trend sections directly from the site—with Fashion Week styles as inspiration.

Runway photos from shows will be “tagged” with one of the category of trends, like “nautical,” “cocktail,” boho,” or “red carpet.” If a user likes a certain runway look, they can click on the tagged item and check out coats, tops, shoes, bags, dresses and more with similar looks that are already in online stores.’s editors have hand-picked items—and advertisers have sponsored some categories and looks. They nabbed BCBG, Martin + Osa, Neiman Marcus, Net-a-Porter, New York & Co., Nine West, Rock & Republic and Tous as launch sponsors.

Rachel Wintner, associate publisher of, said in the press statement: “The editors of have vetted all looks, which provides a customized, well-edited shopping experience for the user. It also creates a unique opportunity for advertisers to reach that user.”

E-commerce seems to be the latest trend among magazines experimenting with revenue models for their online sites. recently partnered with flash-sale e-commerce site Rue La La for editor- and advertiser-sponsored specials, for example.

For SHOP THE LOOKS, worked with with ShopStyle, a California-based e-commerce and social networking search engine for fashions, which is already a partner with As David Kaplan of PaidContent pointed out, Condé Nast’s food and recipe site Epicurious was one of the first to get in on the trend within the company, by partnering with wine site; might be next.

So, when can we start buying iPhones from Readers Can Now Shop Runway Looks Online