Google has embarked on a trial with top fashion brands, enabling them to connect with consumers directly from the search results. Brands like Marc Jacobs, Prada and Burberry will all be allowed by Google to provide buyable content that will appear above any related search results. Yuli Ziv, founder and CEO of Style Coalition, said that the move “gives more power to brands”, adding that “this unexpected shift in power cements their position as content creators”. Google will be working with the luxury brands for a short experimental time, in order to give users easier access to content from various global fashion weeks, starting with New York. Ziv said that it was a rare case of the search engine “allowing brands to control their own search results, which are typically dictated by an algorithm”.