In the ultimate form of personal self-expression, fans of MTV’s “The Hills” and“Laguna Beach” can now capture the ‘look’ of their favorite characters by going online and purchasing clothing and accessories worn by their favorite cast members or featured on the shows. Today marks the immediate launch of a new online store for MTV fans. The site — at www.seenonmtv.com — offer fans the opportunity to purchase identical items worn by their favorite stars, like Lauren Conrad of “The Hills.” And in a move that bridges the real world with the virtual, members of Virtual Hills and Virtual Laguna Beach can dress their avatars in branded clothing, and then get their hands on the real things via the MTV store – the first time any major media/entertainment company has extended the concept to a 3D world.
The MTV site are organized so viewers can shop for their favorite items by cast member, category (i.e., clothing, jewelry, handbags and luggage, shoes, etc.) and brand. They can also shop by episode. For instance, a viewer who has just seen the “Hills” episode “Apology Not Accepted,” which originally aired on March 19, can go online and purchase the Rebecca Taylor blossom print dress worn by one of the cast members.
The Hills section of the MTV site, for instance, features more than 500 products seen on episodes from the show’s first two seasons – everything from handbags and shoes, to electronics and earrings. The Laguna Beach area offers headbands, skirts, digital music players and more than 350 other products.