Dive Brief:

• Luxury e-retailer Net-A-Porter Wednesday launched its own shoppable social media app, Net Set, for the iPhone, iPad, and Apple Watch.

• Net Set is still offering the app on a first-come, first-served basis, and has proactively invited its 4.1 million fans following the company on other social media to try it.

• In addition to features like “love lists,” groups, input from brands, shoppability, and fast global delivery, the app also has a "Style Council,”a group of style experts and fashion gurus that will shop “along with” users.

Dive Insight:

At first glance, Net Set from Net-A-Porter is an ambitious social media move that could surpass its luxury-apparel rivals. And Net-A-Porter itself says it aims it to be not just a portal for its retail operations, but a style destination. The retailer is a whiz with content, but, even if it sees a lot of activity, that ultimate goal may not be realized as long as the app is limited to Net-A-Porter sales.

Still, the app is designed to be bulletproof, says Natalie Massenet, founder and executive chairman of Net-à-Porter Group.

“A lot of people are trying to create social shopping destinations, but they’re missing some of the ingredients. Either they don’t have the scale and reach and audience already, they don’t have the relationship with the brands, or they don’t have the logistics or in-house tech team we have,” Massenet told Fortune magazine. “When we first started working on this project, it was very much a ‘disrupt Net-a-Porter project’ so no one else could disrupt us.”