Look out Bonnie Fuller, there's a new kid in town who's looking to have some fun on your playground.

According to the Hollywood Reporter, Alan Mruvka, who created the E! network some 23 years ago, has just launched a new site called thelooktv.com that "aims to blend fashion and celebrity programming with an e-commerce sales site."

Fuller's HollywoodLife.com, the content of which focuses on star scandals, wardrobe malfunctions and best bikini bodies -- replete with top of the line paparazzi shots -- highlights various wardrobe pieces and accessories and then leads you to buy them on gilt.com.

"The Look is as if you were to take InStyle magazine and make a network out of it," said Mruvka, who funded the $10 million launch with self-raised monies. "When I was pitching E!, I used to say that TV is like a newspaper; there's headlines and sports, but there was no (entertainment) section," he continued, "Now TV is like a magazine stand, with golf and food and everything else -- it's narrowcasting. Well, the thickest magazines are fashion magazines; that's where the money is."

True enough but, whether there's money to be made from celebrity-driven fashion stories online remains to be seen. Back in the late '90s, the powers that be at Eonline.com, looking to monetize the E! brand, launched shop.eonline.com -- it failed to generate the buckets of revenue they were hoping for.

Despite the site's name, Mruvka doesn't have plans for a cable network to support thelooktv.com, explaining the simple thrust of his idea (that took three years to mount) -- "Our goal is to be the place to go to see what your favorite star is wearing and then buy it right then and there."

That sound you hear isn't Fuller shaking in her Louboutins.