WEAVING A WEB: Dolce & Gabbana went online last week with its own magazine, Swide.com, focusing on fashion as well as luxury, art, music, food, beauty and lifestyle. The company promises “original concepts with a journalistic edge,” blogs and an unconventional tone. The English-language magazine is put together by an independent editorial office and the main categories linked to the home page are: Style, a focus on collections and styling suggestions, such as Look of the day and Must-haves; Faces, on music, contemporary artists and celebrities, such as Carla Bruni-Sarkozy and her early modeling days remembered by Stefano Gabbana; Life, on beauty, design, travel, home and food, and History, on the landmarks of Dolce & Gabbana’s style. But don’t reach for the dictionary: Swide is a made-up, “short, immediate word,” and “irrelevant to the language of fashion.” Also, “Wide” is associated with “opening, completeness and broad-mindedness; the presence of the “s” in front not only adds nonsense to the meaning, but also gives the word a more incisive and edgy sound.” The goal of the magazine is to help build “a direct relationship with the new media public, bloggers’ universe, social networks and digital communities,” said the company.
— Luisa Zargani