Fast fashion retailer New Look is to launch a weekly online interactive TV show to be distributed by YouTube.

New Look will launch the site on September 18, using a format which allows viewers to upload their own content, comment and vote on features and visit New Look stores where filming will take place.

The channel has been created by digital agency Zone. Managing director of Zone Jon Davies said: “This is a first for a big brand high street retailer and demonstrates the importance of digital interactive content in bringing the in-store experience to life online. By inviting the audience to participate instead of treating them as consumers, we can help New Look develop a long-term relationship which goes far beyond just advertising.”

Melissa Loddo, online and CRM manager at New Look, said:  “We know that our audience enjoy creating and sharing online content and that they love New Look fashion so we wanted to offer them a way of combining both.”

The show is executive produced by Hannah Springham, who has directed numerous fashion TV productions including Gok’s Fashion Fix, Britain’s Next Top Model and The Clothes Show.