First UrbanDaddy and DailyCandy, now Lucky. The mag-brand has teamed up with 40 different retailers and handpicked items for their stores to be sold directly on Lucky's site (in total it's more than 450 brands, or 86,000 products). Items are separated into different categories and subsequently into two sections. As Racked explains it, "the result is a two-tiered search system: You can either take the direct pipeline to Lucky's favorite ten or fifteen choices, or you can spend some quality time browsing through a wider -- but still curated -- list of items."

The idea is to keep shoppers from being bombarded with choices (as can sometimes happen on big search aggregates like ShopStyle.com). Prospective customers can also shop within a given budget, and there's a potential for payback via "Lucky Rewards" (where if you shop often enough you'll get cash back). Apparently, "editors plan to update it almost every day -- or every time they get excited about a new trend or object, which, given that it's Lucky, ought to be often." While the shopping itself is surely a revelation, what's especially interesting is the move so many editorial sites are making into retail (seeing as that's where fashion sites can really make money outside of advertising). What Lucky is doing also definitely signifies a trend toward fashion portholes offering "one stop shopping" so to speak. With retailers launching editorial sections and editorial outlets doing retail, soon enough the majority of outlets will be doing a fair bit of both.