Carey Mulligan

Carey Mulligan on from Google

Google just got a whole lot cooler. Yes, that Google… The search engine and online advertising giant.

Google has launched the fashion and shopping website that uses the power of advanced search, celebrity and designer profile ’boutiques’ and a ton of personalization features.  Google, known more for its web indexing, algorithm expertise and technology prowess than its sense of style , hired and collaborated with “taste-makers” to make the site a desirable destination.

Google engineers picked taste-making brains, and produced a beta  site that is only for the ladies in the U.S. market right now. But it has great potential to go global, once they iron out the kinks and find out what users like and dislike, want more or less of, etc.

Here’s how Google’s director of product management, Munjal Shah, depicted the collaboration with taste makers on in a recent blog post.

We asked them not just to curate 10-50 great items they loved, but also to teach our site their style and taste. They did this by telling us what colors, patterns, brands and silhouettes they loved and they hated. They took a visual quiz that taught the site to understand their style genre: Classic, Boho, Edgy, etc. Our machine learning algorithms use this information to enable you to shop all of the inventory in the style of that taste-maker, on top of the 50 items they’ve hand-curated.

The site has advanced filtering options so you can see a ton of image and style options in one place. Options include inspiration photos, a way to complete the look, visual search availability and, of course, a slick new app for iPad users.

No iPad yet? Don’t worry. You can still experience the site from any old web-enabled computer.

Happy boutique browsing!