Created by Four Points Digital, Chicago, and running through Sept. 27, the site lets teens pick an outfit, matching a shirt or blouse with jeans, a skirt or pants.
Users then click to have a model show off the various combinations, or send an e-mail to friends with a link to a personalized closet containing their virtual outfits.
The site, which is aimed at teen girls 12 to 15, also invites girls to write a 25-word essay on their volunteering efforts, rewarding weekly winners with a $20 gift certificate and $500 to the charity of their choice.
Site visitors also can win a trip to New York and also may be featured in Seventeen, a co-marketer. The site also is being promoted on America Online's teen section.
"If we can't get the consumer to the store, how can we get the store to the consumer?" said Pete Monkewicz, president of Four Points Digital, of the thinking that went into the site.