Alan Mruvka

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.