Google is set to launch itself into the fashion world with a web site that enables fashionistas to get the look of celebrities such as Lady Gaga or Victoria Beckham in a series of virtual boutiques.
Fashion industry reports suggest users will be able to create their own personalised online store at Boutiques.com, showcasing their own style or helping users to track down the latest overpriced garb they've seen on A-listers.
According to a report in fashion trade bible Draper's Record, Google has recruited Sex And The City clothes horse Sarah Jessica Parker to create her own online shop. The company has also paid a number of influential fashion bloggers to create their own boutiques.
The outfits has already attracted at least 19 big-name designers to the venture, including Oscar de la Renta, Tory Burch and Marchesa, according to the reports.
Insiders expect the site to be launched at a "Tech Fuses with High Fashion" party that Google is holding on Wednesday in New York.