Simon Fuller takes on web with launch of Fashionair.com

The website will not aim to sell any merchandise and will instead promote styles and brands while directing shoppers to over 500 third party retailer websites.

Fuller said the website will offer brands a unique platform for advertising and he is "thinking about new forms of entertainment, and looking at how formats and ideas impact into the mass market".

Fuller is no stranger to the industry, having entered a joint fashion venture with designer Roland Mouret in 2006 called 19RM.

19RM is best known for launching David and Victoria Beckham's own designer label dVb and the Victoria Beckham Dress collection.

19RM has also taken on global representation for supermodel Claudia Schiffer. Fuller's 19 Entertainment also represents such acts as Kelly Clarkson, Carrie Underwood and Will Young, and launched Amy Winehouse's career in 2002.

Sojin Lee, former lead buyer at Net-a-porter.com, has worked with such labels as Chanel and Bottega Veneta. Lee said Fashionair will feel much like a television programme, featuring scheduled original content all shot in Fuller's 19 Entertainment studios.

Lee said the website is aimed at 25- to 44-year-old women and could potentially attract 22m visitors.

Fashionair is currently in private beta, meaning that a personal invitation is required to access the site until it is officially rolled out in September.

Visitors can go to the website to watch a sneak-peek video until the site is launched.