Since then, and with help from agency Poke, it's launched Youtique. The latter aims to give you a YouTube-based retail store experience, complete with nurturing how-tos and an efficient path to check-out.
Mimicking either situational comedy or the intimacy of a personal shopping experience (or both?), minimalist how-tos, sometimes featuring stylist Louse Roe, teach users how to "sparkle at a wedding," "look irresistible the morning after," "look awesome in the office" and even "catch a bouquet elegantly." But it isn't all polish and perfect primrose points.
Here's an ironic piece on that most treacherous of social rituals, eating spaghetti in style:
"Buy" buttons appear around halfway through each piece, aiming to profit from an endorphin-charged impulse buy:
Clicking on either button takes you to an e-boutique page dedicated to whatever clothing was featured. Pick your size, make the purchase. It's that easy - maybe deceptively so, as it leaves us all wondering, "Why don't we see more of this?"