Ever since social networking sites became a way of life in the UK, the Friday ritual of deleting old emails, finalising weekend plans and resolving the perfect garb for a night out ended. Instead it seems we are obsessively checking that last-minute messages are read, planning weekends via instant messaging and trawling for hot young designers to make our wardrobes complete.

Though one site, myfashions.co.uk, is capturing the hearts and wallets of fashion tribes not just across London but the UK by changing the way we shop and socialise.

With a comprehensive list of designers such as McQueen, Raf Simmons and Westwood plus a treasure trove of high street and independent labels, myfashions.co.uk is a unique combination of shopping and networking.

Both user and e-retailer can upload profiles, videos, and graphics and for the e-stores, products ready to buy. However, what makes myfashions.co.uk stand out from other cyber-chic e-stores is that selecting an item of clothing, such as jeans, the site will allow you to brows, try on (with a personalised mannequin) and compare prices from all of the 31 online shops, giving an unrivalled choice of brands (in the case of jeans; 7 for all mankind, DVB and D&G plus many others).

The site aims to take away the irregularity and inconvenience of shopping, giving users access to feeds, daily product updates and innovatively allow become friends with the stores for exclusive offers and notifications. What's more, with the credit crunch truly upon us, the price comparison gives users the opportunity to see the best price, which is often fashionably-fabulously less than on the high street. Another great aspect is the ability to share a stores page and products with friends for a second opinion though messaging.

Jess Berg, marketing director of myfashions.co.uk said at the regional launch in Newcastle, "Myfashions.co.uk is looking at positively changing the way and amount of time we shop and socialise online". She continues, "with networking sites such a huge part of everybody's life and the popularity of e-shopping increasing daily, myfashions.co.uk is the perfect site for the combination of two hugely enjoyable activities in peoples lives".

Thanks to this fresh and innovative online creation, we no longer need to rush around Selfridges or net-a-porter, trawling the rails and pages for the perfect item - myfashions.co.uk does all the work, plus allowing time to catch up with friends without meeting in a grotty, overcrowded basement café.

Dan Hasby Oliver

London Kicks 2008
 

Written by:
Dan Oliver

After a brief spell 'oop norf, Dan returned three years ago to the big smoke and was appointed PA to drag du jour, Jodie Harsh and is currently the Contributing Nightlife Editor of Attitude magazine. He is 21, and divides his time between Surrey and London.

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