Newspaper group, the Guardian News & Media, has launched an online fashion store.
Guardianfashionstore.co.uk links the newspaper’s fashion editorial content and allows Guardian and Observer readers to browse over 150,000 products.
Readers can then opt to buy the product, at which point they are linked to the retailer or brand’s website to complete the transaction.
The site has been created in partnership with LynkU.com, a fashion shopping search engine which displays products for online and bricks-and-mortar retailers.
The site features 2,000 brands and retailers including All Saints, Whistles, French Connection and Browns.
Rachel Dixon, acting life & style editor for guardian.co.uk, said: “I’m really excited about our fantastic new fashion store, which stocks fashion and beauty products from hundreds of great labels - from exclusive designers right down to familiar high street names. Now readers can buy the products recommended by our writers with the click of a mouse, or read about the latest trend and find the look in store in moments.”