Mobile virtual community Cellufun has launched a virtual clothing line for reality television series "Project Runway" finalist Jillian Lewis.

Cellufun has created a virtual Fashion Week pop-up store that features designs from Jillian Lewis? Spring 2010 collection. Cellufun released the designs a few days prior to Ms. Lewis? fashion show in Manhattan Sept. 9.

?Cellufun can really integrate products or brands into our community in a way that goes beyond simple banner ads,? said Keith Katz, vice president of marketing at Cellufun, New York.

?We can do integrated virtual goods, like we did with Jillian, we can do custom games, guest chats with custom avatars and custom messaging through our internal messaging system,? he said. ?And we can do it quickly.?

Cellufun is a mobile virtual community where users can shop, network and play mobile games using the Cellufun currency FunCoins and customizable avatars.

Jillian Lewis was a finalist in season four of Project Runway and has since dressed some of the top celebrities in Hollywood.

Thanks to this new implementation, Cellufun users now have the ability to buy pieces from Jillian Lewis? new line for 100-300 FunCoins ($1.00-$3.00).

?Jillian is really savvy and understands that her audience ? both current and potential ? isn?t necessarily sitting in front of a PC all the time,? Mr. Katz said. ?They do, however, have cell phones and are adept at using them to view content they?re interested in.

?Jillian is making her content available to this increasingly large mobile-savvy population,? he said.

Cellufun claims that Jillian Lewis has shown tremendous insight by previewing her designs via mobile since women are becoming increasingly free from their PC?s now that mobile technology and adoption is booming.

The Fashion Week pop-up store will also feature products from Cygalle Healing Spa.

Consumers who buy the Raspberry Q10 Moisturizer or the Rice Peptide Anti-Aging Serum for their avatars will receive bonus points in the Strut Your Stuff game on Cellufun?s mobile social platform.

Cygalle Healing Spa is a holistic spa that provides products for many A-list celebrities such as Carmen Electra and Rosario Dawson.

The products being offered in Cellufun?s virtual Fashion Week store will be available through Sept. 30.

The company said Jillian Lewis beleives its platform is a fantastic way to get her line in front of women all over the world as the mobile phone is accessible to women no matter where they are.

Cygalle Healing Spa echoes the sentiments of Jillian Lewis claiming that Cellufun has provided an innovative way to market products to millions of Cellufun users.

?Phones today are increasingly becoming mobile computers ? even feature phones today have features like slide-out keyboards that you only saw on smartphones a couple years back,? Mr. Katz said.

?So separating mobile-Web use or mobile computing from tethered PC computing will be akin to distinguishing talking on a land line today versus talking on a mobile phone ? users will expect, and get, virtually identical experiences,? he said.