Dolce & Gabbana has always been at the cutting edge of fashion, but now the Italian label also seems to be at the cutting edge of new media. In anticipation of the spring/summer ’10 Milan Fashion Week, the company launched a project called the Pre-Show Diaries, which chronicled the designer’s preparation in the lead up to the collection’s debut and offered glimpses of the designs themselves. But the innovative initiatives don’t stop there.

The company has also harnessed the internet for further publicity means. Following on the heels of New York Fashion Week’s welcome embrace of top bloggers, Dolce & Gabbana seated Jak&Jil‘s Tommy Ton, Garance Dorè, The Sartorialist‘s Scott Schuman and, of course, BryanBoy in the front row, as if to usher in a new wave of tastemakers. In addition to an online press conference given by designers Stefano Gabbana and Domenico Dolce, this is the first step toward what may become fashion’s new media.

—Chelsea Bauch