Online giant Google is moving into fashion with the launch of a website and virtual designer boutiques on Wednesday, according to reports.

The site, which is thought to be called, will let users create and share their own personalised online store by showcasing their style preferences and favourite brands and allowing visitors to click through to a brand’s online store or a retailer who sells the product. Visitors will not be able to make a transaction on the online boutiques themselves.

Google has reportedly tapped up Sex And The City actress and Halston chief creative officer Sarah Jessica Parker to create her own online shop and has also invited designers Oscar de la Renta, Tory Burch and Marchesa to set up their own store.

Etail giant Asos is set to launch Marketplace this month. Marketplace will become a global marketplace where shoppers and independent retailers will be able to buy and sell clothing online. Fashion designers will be able to open ‘boutiques’ in the Marketplace.