It's a pretty simple idea: send photographers out on to the streets of London with high quality but lightweight equipment, and get them to photograph people they think 'look good'.
Then post one of these images a day on a website somewhere, thereby documenting London street fashion and getting one up on the all the expensive glossies wwith their six week lead times.
CatwalkCity.com does all this and presents it rather neatly to boot. There's no names or ages, no catty Vice Magazine style comments, no prices, no 'Stylist's own'. It's just a list of what the person is wearing and where they got it from, be it Versace, Top Shop, eBay or 'down the market'. And it's free.
Granted, the products in their shop could do with a little work, but other than that we think they're on to a winner.