The Guardian launches online fashion store

I read on Drapers that newspaper group, the Guardian News & Media, has launched an online fashion store. links the newspaper’s fashion editorial content and allows Guardian and Observer readers to browse over 150,000 products, featuring 2,000 brands and retailers including All Saints, Whistles, French Connection and Browns.

I decided to go on and have a look around; it might have talked me into spending £30 for an umbrella. But it’s a Lulu Guiness bird cage umbrella! Ok, I have no self control.

Anyway, I thought the idea was quite clever, when readers want to buy a product they’re linked to the retailer or brand’s website to complete the transaction, so nothing is really done through The Guardian, other than browsing. The site has been created in partnership with, a fashion shopping search engine which displays products for online and bricks-and-mortar retailers. It’s a good idea if it will promote independent labels and give the opportunity to new British designers to sell their work.

Rachel Dixon, life & style editor for, said: “I’m really excited about our fantastic new fashion store, which stocks fashion and beauty products from hundreds of great labels – from exclusive designers right down to familiar high street names. Now readers can buy the products recommended by our writers with the click of a mouse, or read about the latest trend and find the look in store in moments.”