By  on March 11, 2009

LONDON — Sojin Lee, formerly of Net-a-porter.com, 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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