BrandAlley.co.uk introduces iPhone App and YouTube film

ELLE introduces new ELLE Collections application

On|Off launches new London Fashion Week phone application

GQ magazine to launch Style Guide App in association with Mr Porter

Gucci introduces new interactive feature

First mobile perfume recommendation tool launches

iPerfumer, the first mobile perfume recommendation tool, is available for free download from Apple App Store. Fragrance experts at Givaudan, have designed an iPhone application to help consumers navigate the perfume market. Once a personal profile is created in iPerfumer, it can be used to shortlist best-suited perfumes, or to check known ones. Multiple profiles can be created – allowing consumers to create for friends and family, to aide gift-giving, as well as for themselves. Further functionality in iPerfumer allows users to find out which perfumes on the market are most liked by other perfume buyers.

New Regent Street Walking and Shopping App for iPhone

Regent Street is supporting the London Festival of Architecture (18 June – 4 July 2010) with a series of exciting events that are free and open to the public. A walking tour App for the iPhone and printed guide to illustrate an informative route that shoppers and visitors can encounter along the famous destination. The app, which features an almanac of history about the shops, restaurants, cafes and bars, will be available to download for free from the online Apple store and a hard copy walking guide can also be requested from regentstreetonline.com or from within certain Regent Street stores such as Anthropologie, Austin Reed, Habitat and the National Geographic London Store. Regent Street will also celebrate the 2010 London Festival Architecture 18 June to 4 July with a series of conceptual window displays also contributing to exhibitions and in-store events.

New iPhone app from Jo Fairley and Sarah Stacey

This brand new Beauty Steals iPhone app from Jo Fairley and Sarah Stacey, the authors of the bestselling Beauty Bible series of books is launching at the iTunes Store on 21 May priced at £2.99. The Beauty Steals app is an independent guide to the best affordable products out there. All the award-winning products in this app were tested on real women over a period of months, who gave very detailed feedback on what really works, scoring each product out of 10. Each product went to 10 testers (over 2,500 in all). This app can also be used to purchase most of the products featured online.

Wallpaper* launches iPhone application

Wallpaper* magazine is launching a free iPhone application in association with Swarovski Crystal Palace. The app – a daily edit of wallpaper.com will bring users the best from the worlds of art, fashion, travel, architecture and technology. As well as the latest stories, picture galleries and short form video content, the app will include the lowdown on all the major design fairs, fashion shows and exhibitions. The Wallpaper* iPhone app was developed by Umee. It is free and available to download now from the iPhone App Store.

Miss Sixty launch iPhone app

Miss Sixty are just about to launch an iPhone app. The application, which features the Spring/Summer 2010 campaign lets consumers ‘enter’ the Miss Sixty brand on the go. The App features the ‘Making of’ videos behind the campaign shoots and ‘In Store Now’ which lets viewers visit the virtual store and learn about the brand new arrivals as they come. There is also a ‘Look of the Month’ section and the ‘What’s Hot’ section for all the brand new Miss Sixty news. And to ‘reward’ fans for downloading the App, there is an ‘Only 4 You’ section which is updated with special initiatives, exclusive gifts and invitations to upcoming ‘glam happenings’.