Google Fights Fashion Crime with

A mean girls’ table is surely forming in the Googleplex café, now that the search giant has entered the fashion business.

Today Google launched, a visual, e-commerce search engine that will be the chic little sister to the more uptight Google Product Search. uses the same business model as (which Google acquired last year), in which retailers pay Google everytime users click through to the items on their site.

The new site’s design is a big improvement over the staid colors and design of Product Search. More significant, the Google has added curated search to their cold, calculating algorithms.

Virtual “boutiques” are generated by fashion icons like Diane von Furstenburg, Carey Mulligan, and Olivia Palermo, in addition to the slovenly masses.

Users add “loves” and “hates” (Blogger Bryanboy hates halter tops, 30 Rock‘s Katrina Bowden loves stripes), providing search parameters that generate a more refined sampling of merchandise. co-founder Manjul Shah explained to CNET’s Caroline McCarthy that with fashion, discovery is more important than intentional search.

The conspiracy theorist in us sees “discovery” and reads “data collection.” We’d ask them about it, but the Misshapes-DJed party is invitation-only.

Google Fights Fashion Crime with