Premium fashion retailer Karen Millen has launched a virtual version of its recently opened Knightsbridge flagship store.

The retailer opened its revamped flagship in April this year and has uploaded a virtual version of the shop in a bid to bring the in-store experience online.

The four-floor virtual shop uses a navigation method that is similar to Google Street View and shoppers can click on products to be taken to the ecommerce pages.

Users can also share snapshots from the store on Facebook or Twitter.

The brand is the first to use the virtual shopping technology from Avenue Imperial, called vTail.

Mike Shearwood, chief executive of Karen Millen, said: “We’re really excited about the potential for new technology to create a highly engaging, differentiated client experience and Shop Knightsbridge is the perfect example of that.

“Following the opening of our stores on Brompton Road and Fifth Avenue in New York, this is an exciting evolution of our flagship strategy and an important step in our ambition to become the world’s leading accessible luxury fashion brand.”