Today I’m Wearing encourages women to post pictures of themselves in their favourite outfits, share them with friends via social media and buy other users’ looks online.
They can upload pictures from mobile phones, tablets and PCs and tag information about each item of clothing, including where they bought it.
A&N Media, the parent company of the Daily Mail, has partnered with fashion search engine ShopStyle to allow visitors to buy items.
The site was developed by Ted Verity, the Daily Mail’s associate editor, and Karen Kemble-Diaz, chief operating officer of Wowcher, A&N Media’s deals website.
It will be promoted with an advertising campaign across women’s and fashion magazines and websites in the New Year.
Almost 3,000 users have already signed up, according to A&N Media.