Oh, the old-fashioned bother of having to carry armfuls of stuff into clothing changing rooms, not to mention buying uncoordinated items that later need to be returned. Next time, try Schway: a 2.0 way to shop online that brings back memories of playing dress-up with those paper fashion dolls of yore, except now the clothes are the latest looks from e-tailers including Liberty, Next, Shop Direct and Aftershock...and you can buy them for yourself. Pick from dresses, tops, bottoms, and accessories which can be easily be popped on and off the mannequin - and even rotated for the rear view - with a simple mouse click. "Schway makes online shopping more fun," agrees Marian Buckley, Editorial Consultant for sofeminine.co.uk (part of the AuFeminin Group based in Paris) where the app recently launched. "It gives visitors the opportunity to be creative and experiment with outfits." Check it out at sofeminine.co.uk.
- Lesley Scott