Starting February 1st, Kodansha's fashion magazine ViVi will offer a free iPhone version of its official outfit sharing app, "LOOKBOOK by ViVi." This app will be the first to offer some of the magazine's model shots, which have never been available in ViVi's official digital media before. This marks a departure from the digital magazine's approach to digital media. "LOOKBOOK by ViVi" allows users to create their own outfit book (lookbook) by clicking the "Cute (heart)" or "I want it!" buttons on outfit snaps by users and magazine models that appear on the feed screen. The feed screen features a 360-degree scrolling UI (user interface). Four types of thumbnails are available, including square and landscape, creating a collage-like experience with a mix of photos of various sizes. ViVi staff members, including reader models and stylists, are also participating as users of the app. Future plans call for magazine models and popular brand accounts to join the app.