Online fashion revolution with Boutiques.com - a new way to shop online

Last week, Google Inc. launched boutiques.com, its latest e-tail venture that ties in two western cultural passions – celebrity and fashion.

Essentially a huge web mall full of individual stores, but with the benefits of search engine technology attached, it allows people to look for clothes by genre, silhouette, pattern, shape and size. Consumers will, say the creators, be able to run their own personalised boutiques by drawing up lists of their preferences, following celebrities and designers, and by teaming up with "taste-makers".