There was an interesting post on The Business of Fashion last week which looked at the rise of a new generation of niche social curation sites.

Included were the likes of virtual pinboard Pinterest (love) and “Tumblr meets Amazon” platform Svpply (need to learn more about). The focus however was on Lyst. “Fashion has emerged as one of the most popular categories on these sites and even sparked specialist services,” writes the BoF’s managing editor, Vikram Alexei Kansara.

Accordingly, inspired by the likes of and Pandora, Lyst is designed to enable the discovery of fashion online.

“Right now it’s hard to [do this]” said Lyst’s CEO Chris Morton. “The space is becoming increasingly fragmented: every day there are new online retailers, designers and blogs, making it even harder to sift through all the noise.”

Users can create their own lists of content as well as following those of their favourite designers or stylists.

The site also works with retailers in real-time, adding products or inventory as it becomes available. As a result, the service in effect is based around driving sales, therefore equally beneficial for the brand to get involved.

What I loved about this article however is the idea of “faux shopping” in fashion. “This is when a user goes to a site like Net-a-Porter, puts together an amazing shopping cart, but instead of checking out, just sighs wistfully and closes the browser. We were conscious that users were effectively creating rich content and expressing their style, but then destroying it afterwards. With Lyst, we wanted to build a service where users could keep those items for as long as they liked and share their style,” said Morton.

Read the full piece, here: Fashion 2.0 | Social Curation Start-ups Target Fashion Industry