Google to Launch New Fashion Website, Report Says

Nov. 16, 2010— -- Google doesn't just want to dominate the Internet, it wants to rock the catwalk too.

"High Tech Fuses With High Fashion" reads an invitation from the tech giant for an event Wednesday -- and insiders say the smart bets are on a new Google-backed e-commerce site, reportedly called Boutiques.com.

Google did not immediately respond to a request for comment from ABCNews.com, but according to Women's Wear Daily, the new website will let visitors not only browse virtual boutiques set up by celebrities and designers but create -- and share -- their own personalized online shops.

Citing anonymous sources familiar with Google's plans, Women's Wear said the search company had invited big name designers, such as Oscar de la Renta and Isaac Mizrahi, as well as stars, to create their own boutiques on the new site.

"Visitors will not actually complete a purchase on Google, but will click through to a brand's online store or a retailer who carries the item, such as Saks Fifth Avenue, Barneys New York, Net-a-porter or Yoox," according to Women's Wear Daily.

Verena von Pfetten, editor-in-chief of the fashion website Stylite.com, said that Google's plans for its new site sound similar to fashion sites already on the Web.

ShopStyle and Polyvore, for example, let users search for clothing and accessories, share their personal styles and then click-through to purchase items from Web-based retailers.

"Obviously, Google is much bigger, and if they can get the bigger names, that's what makes a difference," she said.

On Google's new site, she said, it seems that celebrities and designers could host virtual boutiques, including their favorite picks, and then take a cut of the profits.

Fashion blogger Frockwriter reported today that the site currently includes boutiques hosted by about 76 celebrities, 27 retailers, 55 designers and 12 bloggers. Among the Boutiques.com partners are designers Diane von Furstenberg and Anna Sui, and retailers Shopbop, Nêt-à-Porter, Nordstrom, Selfridges, Bluefly and Forever 21, Frockwriter said.