‘Look What I’m Wearing’ allows readers to take photos of what they are wearing and upload the pictures to the Look website. The editorial team at Look will then take a selection of photos and publish them in the next week's edition.
The first selection will be published in Look magazine tomorrow (15 May).
The development aims to boost consumer engagement and grow website traffic.
Tapping into readers’ obsession with other women’s style, 'Look What I’m Wearing' is a new addition to look.co.uk where users can share street style photography and get fashion inspiration from their peers.
The online feature integrates with Facebook and Twitter and visitors are able to like and comment on images uploaded by other users and discover where they purchased their outfits.
Focusing on a trend, city, or the most popular photographs that week, the print feature gives Look readers the chance to appear in the magazine each week.
Look will promote the launch of Look What I’m Wearing with digital and press advertisements in IPC’s women’s brands, and through social media.
Julie Lavington, publishing director at Look, said: "We know from research that women look to other women for fashion inspiration, and we’re tapping in to this with Look What I’m Wearing. It will be a major new franchise, providing a daily online destination, a weekly event in print and snackable content on our social networks."
Kate Stephens, editor of look.co.uk, said: "Look What I’m Wearing will enrich Look’s digital experience and sits perfectly with our ethos of making fashion accessible to all women. We expect this franchise to significantly increase visitor numbers to look.co.uk as it becomes the must-visit digital style destination."