The site has been in development since late last year, Business of Fashion reported (paywall), and offers an example of the different ways H&M is thinking about expanding online. “Changing consumer behaviour and technological innovation will continue to transform how and when people shop,” the brand noted recently in its annual report for 2018 (pdf). “The H&M group is taking advantage of the opportunities created by the digitalisation of our industry to meet customers’ new expectations.”

Those new expectations are often influenced by platforms such as Instagram—which included H&M among the brands whose followers can now shop its products directly through the Instagram app—and the influencers filling it with fashion imagery. They’ve proved a valuable asset to fashion brands, such as Revolve and Fashion Nova, and H&M’s new experiment in Itsapark bears that fingerprint as well, but on its own platform.

Though Itsapark says that’s not what it was aiming for. “We see this as an opportunity to develop a space where people can get honest and personalized answers to their fashion questions,” a spokesperson for the company said. “Expertise is key for all the content creators, not number of followers in social media. In other words, Itsapark is a community driven digital fashion guide, we don’t aim to have an experience tied around the world of influencers.”

On the site, Itsapark says creators receive “rewards” for their work, much as influencers do when promoting brands. Brands often pay Instagram influencers in cash or clothes, such as those they post in their images. “We understand that they need to make a living so for this work they are getting paid,” the Itsapark spokesperson explained. There is also “no incentive to recommend any particular brand,” the spokesperson said, and added that creators receive no commissions for products purchased through the links they post “in the beta version.”

This story has been updated with the comments from Itsapark.

Looking for more in-depth coverage of the fashion industry? Sign up for a free trial of Quartz membership, and read our premium field guide on how fashion and luxury are getting redesigned.

📬 Sign up for the Daily Brief

Our free, fast, and fun briefing on the global economy, delivered every weekday morning.