aims to shift perceptions that eBay only offers second hand goods and last season's threads.
The website will tap into the huge amount of shopping and browsing data generated by eBay users to track fashion trends and hot items. Information will be presented in articles, analysis and opinions from journalists and eBay community contributors. Readers will be encouraged to interact through comments and Facebook Connnect.
Meredith Barnett, the site's editorial director, said the website is aimed at sophisticated shoppers who may be familiar with eBay, but not aware of the full range of products on offer.
"The merchandise is certainly there, but for somebody who isn't an eBay addict or fanatic, sometimes you don't know where to begin," she said.
Contributors to the site have written for shopping magazine Lucky, W, InStyle and The New Yorker.
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