Google on Wednesday unveiled boutiques.com, a shopping site designed to help users find clothes and other items that suit their personal tastes.

Different from how people buy cameras and other so-called "hard goods," fashion shopping is about discovering something that fits their taste and feels right, Munjal Shah, Google's product management director, said in a blog post.

With boutiques.com, users can find and discover fashion goods by creating their own curated online boutique or through a collection of boutiques curated by taste-makers such as celebrities, stylists, designers and fashion bloggers.

The site "uses computer vision and machine learning technology to visually analyze your taste and match it to items you would like," said Shah, who was the former chief executive officer of like.com, a visual search engine bought by Google earlier this year.

It offers a variety of features for users to search and discover merchandise including visual search, and users can filter the search results by genre, silhouette, pattern, color or sizes.

The shopping site is now only available in the United States and only for women's fashion, but Google plans to expand it in the future, Shah said.