As the shopping season is coming closer, Google decided to show the presence of the company on the arena of e-commerce and launched boutiques.com.

The website was created to provide its users with personalized shopping practice, with contributions of curators and the technology of visual recognition. This way Google becomes the participant of the fashion industry just as Amazon.com and eBay.

You can create your own curated boutique online with the help of taste-makes, who are stylists, designers, and other celebrities. Fashionistas show their sense of style over the web and they were invited to work over the project. People will get recommendations on items to match their taste. It was said in a blog post by product management director of Google Munja Shah.

One can filter the search by silhouette, size, colors and patterns. The pictures of matching outfits are offered to users when they look for definite items.

For those who try to determine what clothes to pair with certain pants, Google applied to fashion industry gurus who instructed on style rules. The developers created computer programs that employed all these fashion rules with suggestion to match items.

The specialists expressed the view that this move is unexpected as it is off from usual business of the company.