Fashionair.com is a new site backed by Simon Fuller, the guy behind ‘Pop Idol’ and former Net-a-porter.com boss Sojin Lee billed as a fashion-as-entertainment website.

Fashionair will provide an insider’s glimpse into the fashion industry. It will be updated daily and offer news on top fashion personalities, styling tips and the newest looks ranging from high street wares to luxury items. There will be a heavy focus on video content.

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.

Now I’m sure I’ve seen something like this somewhere else 😉

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.