The News of the World's new glossy magazine, Fabulous, will be linked to an online shop when it launches this weekend.
Readers will be able to "click and buy" frocks and other items from more than 450 brands featured in Fabulous's celebrity fashion shoots through an interactive shopping function on the fabulousmag.co.uk site.
Fabulous will replace the paper's Sunday magazine in the biggest shakeup since the supplement was launched in the 1980s, spearheaded by the deputy editor, Jane Johnson.
"This is the first time a publisher has tackled the difficult task of fully integrating and cross-referencing from magazine to e-commerce site," said Lara Kelly, the News International head of e-commerce.
"The final product is a fully interactive experience for readers and online users to enjoy, driving traffic and transactions."
The e-commerce service was built by Pixsta, a visual browser company that operates next-generation shopping engines for media owners globally.
"Credit goes to the Fabulous team for tackling this new era of online publishing head on," said Steve Dukes, the Pixsta commercial director.
"We look forward to enabling the Fabulous user base, with the ability to shop from over online 450 brands, offering exclusive discounted prices, updated daily
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