By Meagan Wilson

Style.com regularly has various features and editorials, showcasing gorgeous ensembles and accessories to their viewers. Now avid Style.com readers can purchase that same coat/watch/stiletto boot that Candy Pratts Price is coveting - items in editorials are readily available for purchase, via the new online shopping channel, Shop Now.

On September 2nd, the online home of Vogue Magazine introduced Shop Now on the website, allowing visitors to directly purchase the designer clothing, footwear and accessories seen in Style.com editorials.

While advertisers can also pay to have their products featured and promoted on the website, executives at Condé Net assured users that editors have complete freedom to choose what is featured on the website. The Vice-President of sales and marketing, Dee Salomon told MediaWeek, "We know that our editorial activates shopping. This isn't about a brand pushing product. It's about creating desires."

Shop Now is showcasing ten items chosen by the editors, by various brands.

Salomon also told MediaWeek that Shop Now does well, they are likely to expand, adding, "There really isn't an interface for shopping at this high end…we're experimenting with a lot of different approaches."  
 

Photos courtesy of Nicholas Routzen.