By  on March 11, 2009

LONDON — Sojin Lee, formerly of, and Simon Fuller, the British music impresario and investor behind Roland Mouret and David and Victoria Beckham’s women’s collections, are ready to spin the concept of fashion-as-entertainment into an online business.

Later this year, the duo will launch Fashionair, a Web site that aims to offer an insider’s view of the industry’s personalities, latest news, styling secrets and hottest closets. The new site, which is like a fashion magazine come to life on screen, will not sell any merchandise. Instead, it will promote styles, trends and brands — and hopes to drive user traffic to more than 500 e-tailers worldwide.

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