Online fashion retailer Net-a-Porter is to launch its own digital TV station to air on its website.

Visitors will be able to browse, comment and share content via Net-a-Porter TV which features four channels showcasing catwalk shows, designer interviews, fashion shoots and trend reports.

New Net-a-Porter products will also appear on screen available to buy via click-through.

The TV station, sponsored by luxury jeweller Tiffany, can be viewed online, on mobile devices and on the iPad. It will also launch in the US on Google TV-enabled devices on which visitors can buy through their TV.

Net-a-Porter vice-president of sales and marketing Alison Loehnis said: “We have taken our original concept of a shopable magazine one step further with the addition of shopable TV.  Innovation and technology are two cornerstones of Net-a-Porter and it is incredibly exciting to be at the forefront of this entirely new customer experience.”