Sugar, Inc., the leading online women’s media company, has launched its first social online game called PopSugar’s Retail Therapy.

Free to play and on Facebook, the game allows players to merchandise and design their own fashion boutiques and dress characters in the hottest styles from brands such as Banana Republic, Barneys New York, Diane Von Furstenburg, Gap, Juicy Couture, Topshop and Tory Burch.

Virtual clothes are replicas of real items that players can buy on demand, and those who carry the best fashions can earn virtual money that can be put towards customizing their stores with stylized furnishings or growing their stores into department stores.

“Our goal is to constantly add innovative offerings that entertain and delight our large audience of women. We wanted to create an addicting game that would appeal to one of their greatest areas of passion — fashion,” said Brian Sugar, founder and CEO of Sugar, Inc.

Heather Kaminetsky, director of Internet marketing at Barneys, added: “One of the most compelling aspects of Retail Therapy is that it gives players the opportunity to actively engage with our brand and clothing in a sophisticated and entertainment virtual environment.”

PopSugar plans to integrate aspects of Retail Therapy into its editorial content, which comprises 16 sites focused on channels such as celebrity and culture; fashion, beauty and shopping; and home and family. FabSugar editors, for example, will host a Retail Therapy “look of the week” contest for characters sporting the best outfits, while CasaSugar will have “Get the Look” posts inspired by new in-game furniture assets.