Social e-commerce and fashion photo app MiShang is one of a bajillion new Chinese start-ups that fits into the category of a ‘light community’ – i.e.: a not-too-intensive or demanding social media service that you can enjoy as an adjunct to another SNS. iShang is a curious hybrid, being either a neat fashion-oriented photo app, or a social shopping platform – or both – to its users. It allows sign-up via a Sina Weibo or Tencent QQ account, and places a strong emphasis on sharing your fashion and brand ‘likes’ with your friends using Sina or Tencent Weibo, or QZone. The company’s own website uses the English phrase “stylecasting” to describe its social approach, in that it’s mostly about browsing a live-stream of stylish items from the people that you follow.