Today's the launch of Shop Vogue, the website that makes the magazine's ads interactive. Here you can click through Lily's Burberry campaign and buy the dress she's wearing, and here you can watch Gisele dish makeup tips and pose secrets - all thanks to her sponsors. The website is easy to use and fun to browse, but there's one unexpected quality: It's really informative and gorgeous. The video clips in particular will distract for hours, beautifully shot and almost more exclusive than stories in the magazine - for example, a breathless backstage look at the Chloe campaign shows the way Shalom writhes on set, and the bashful smile of Freja in full use. Meanwhile, there are incredible shots of Anja Rubik's new haircut and further flashes of her movie-star grin. Meanwhile, the site has full-screen video of some of the season's best collections, and watching the Nina Ricci show, with its original music and close camera angles really might make you shiver. So what if you stare at a Nina Ricci ad while it loads - don't you have to flip though them in print anyway? With magazines teetering between their independent vision and their commercial duties, many fashion spreads feel like commercials, anyway. Maybe Shop Vogue just embraces that reality, and lets us get on with the clothes. Of course, there's one thing we can't get on the website that we must have: Sally Singer and her sharply amorous rundowns of what the clothes actually mean. Thankfully, that will never be sponsored... we hope.