New online fashion and design magazine Symbols of Style (www.symbolsofstyle.com) launched in April, but its retail component just kicked in on Jun 7. Already on its third issue, its lavish fashion spreads feature impeccably styled and suitably blasé-looking models pouting against decrepit buildings or marble kitchens. But the magazine also covers dining, tech and travel with nearly all of what's featured available for sale directly through the website. Can this hybrid concept compete with online retail behemoth Zalora.com? We asked SOS's editor, Oliver Irvine: "I would say we are a lot more selective about what we want to put in our store. Everything we use comes from a design perspective. We want to put together nice editorial features; so we have to look for nice products. We don't want to have products in our range that we don't want to include in the magazine." Here at BK, we're always a bit nervous shopping for clothes online but we can't wait to check out SOS's Diesel home products, which they say will go on sale at 60% off.