Google has stepped into the fashion area by launching Boutiques.com website on Wednesday to provide fashionistas with an opportunity to browse celebrities’ favourite picks and create their own sets of clothing, footwear and accessories they love and want to have.

Visitors to the online destination can make up their lists of items (up to 50) they would like to buy and then share their selections with others. The goods are sorted by categories such as silhouette, colour, style, size, pattern and so on, so that it’s easy to find something that would fit your personality. The users are invited to post their opinion on goods, say whether they adore something or not by using thumbs-up or thumbs-down (check boxes for explaining the choice pop up when a user clicks on “like” or “hate”). Those, who want to register their boutique, are asked to complete a series of simple and well-illustrated good/badtests which help to define the style.

To date, a number of designers and celebrities including Sarah Michelle Gellar, Kate and Ashley Olsen, Nicole Richie and Carey Mulligan (she has 800 followers, more than the rest of stars on this website) have already shared their picks with public. The list of items from leading brands including Alexander Mcqueen, Prada, Dolce & Gabbana, Yves Saint Laurent, Lanvin and more are updated every evening. Google has also released an iPad app for Boutiques.com.

«So far, the online shopping experience has been tailored for hard goods—books, CDs, DVDs, electronics. Soft goods are more emotional. It’s not about reviews of the products as much as it is about the mannequin appeal and styling,» commented Munjal Shah, Google director of product management.

With this new hub, Google is earning its money by actually serving as an advertizing platform. Boutiques.com is not selling anything directly—instead, the website sends users to other online-stores where they can purchase the selected goods.