Graziashop.com launches today

The popular weekly fashion and gossip magazine Grazia is launching it e-commerce site Graziashop.com today. The site will offer over 250 fashion labels, including a number of exclusive pieces by 10 designers.

The new webshop will operate as a separate entity from Grazia magazine, but with close links to its editorial content, allowing readers to shop the British and international designers featured in the magazines.

The brands on offer include Nicole, Fahri, John Smedley, Victoria Beckham, Rag & Bone, Helmut Lang and J Brand. Various London-based boutiques, such as Trilogy and The Editeur, have also signed on and will sell a selection of their collections via the site. German shops are expected to join the fray in spring 2015, and the site is also negotiating with partners from the US, reports Drapers.

Furthermore, the site is collaborating with highly successful fashion blogger Chiara Ferragni of The Blond Salad on trend-related articles and is offering visitors the chance to create their own collections through a social media campaign called 'Fashion Stories', thereby inspiring other shoppers.

According to Drapers, the webshop will operate worldwide, with products acquired via the site to be shipped directly from the brands and boutiques involved. There are also plans in place for a separate Chinese site to launch later next year.