Google has just launched a feature, which grants internet users live access to runway images, live streaming and fashion-related content direct from Fashion Week in New York, London, Milan and Paris. Using a stylised algorithm, Google initiated the \’search\’ in a bid to connect brands directly to their consumers in real time and Marc JacobsCarolina HerreraBurberryGucci and Louis Vuitton have already teamed up with Google to share their content publically.

The feature, which was first introduced last season, now sees a move away from e-commerce towards more content-driven coverage, a nod to Google\’s ever-increasing digital drive. The technology giant has also recently teamed up with British Fashion Council to launch a new initiative, which focuses on the creative industry. This was followed by a partnership with Ivyrevel to launch the digital fashion app, Coded Couture.