BLURRED LINES: The lines between advertising, shopping, and glossy magazine editorials just keep getting fuzzier. Through its Grazia International Network, Gruppo Mondadori has launched Graziashop.com, an e-commerce platform that allows women to peruse and purchase apparel and accessories culled from over 250 designer labels at boutiques in the U.K. and Italy. Soon, the number of stores involved will rise and include other countries, such as France and Germany.

According to Gruppo Mondadori, the 23 international editions of Grazia will eventually be able to link content on their respective online magazine pages to the Graziashop Web site.

“In addition to print, social networks and TV, we’re now entering fashion e-commerce, an area perfectly in line with Grazia’s brand identity, with the ultimate goal of reaching an ever larger audience,” said Gruppo Mondadori chief executive officer Ezio Mauri. He noted that Grazia publications currently have 17 million readers and 16 million online users.

Graziashop.com features brands such as Giuseppe Zanotti and Victoria Beckham, and includes a section titled “Fashion Stories” where shoppers can find celebrity and street-style inspiration and create virtual moodboards using a “clip” function.

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