Of course, the site will introduce a new blog, including the musings of one celebrity per week. Silva said a "big American designer" has signed on for the first week, although he declined to reveal the identity. A ticker will run at the bottom of the site, alerting readers to the most recent blog posts. "This will not be Chic Happens 2.0," Silva said, comparing T Online to his old fashion column. Video coverage will be posted often, but Silva promises it will not look similar to the "bad TV" that is shown on some competitors' sites.
Seth Rogin, vice president of advertising, said Neiman Marcus, Bloomingdale's and the LVMH Group have signed on to advertise on the site. "This is not value-added, it's paid," he said. "We've created an environment that brands will feel at home advertising in."
To kick off the site, Silva said it will have a presence at Art Basel Miami Beach. He intends to produce a daily newsletter, with a distribution of 10,000, that will include T Online blog postings. — Amy Wicks
ANYTHING TO BE PRETTY: That vanity knows no limits doesn't usually surprise Allure, a magazine about beauty. In October, Allure published "Scared Straight," examining a seemingly miraculous hair straightening solution from Brazil that has recently been enthusiastically adopted in the U.S. even as it has drawn regulatory scrutiny in Brazil. Allure's laboratory tests of samples used in various salons found at least 10 times the amount of formaldehyde deemed safe by the Cosmetic Ingredient Review Panel. The story also saw broad misinformation among many American stylists using it, and questioned the efficacy of safety measures taken to protect them from repeated exposure.