First there were the run-of-the-mill print advertisements, then there were advertorials, now we seem to have reached the age of the online ‘zine. First Gwyneth Paltrow and "Goop", which I have mistakenly referred to as Gloop on more than one occasion, and its lifestyle advice for wealthy folks who don’t mind discussions on elimination (maybe it’s just me but some things fall under the category of "too much information"). Lest I sound too critical I will admit to sneaking the occasional glance at her (her stylist’s) advice for fashion basics which is sound, if not budget friendly.
And now, we have "Swide", Dolce and Gabanna’s ‘zine offering, which has beaten Paltrow’s site (in my estimation) for the weird name award. Swide is a strange hybrid of ‘zine and commercial and appears to be aimed at the nouveau riche (or at least whatever nouveau riche are left in the current financial climate). An article on how to kill time at the airport, for example, suggests spa treatments at Charles de Gaulle to "ensure airport security doesn’t interfere with one’s beauty" or, if you have insufficient time for a mud mask, watching D&G’s Time 2008 video. Even more bizarrely, models backstage at the D&G FW10 menswear show were asked how they’d resolve the economic crisis…
"Beauty and brains – if you’ve looking for a way out of economic gloom this video is must-see viewing.
Finally speaking about finance doesn’t have to be dull – we only wish our bank manager looked the same."
I suppose this kind of hybrid is inevitable and, thanks to the increase of interest in fashion blogging, a migration to the internet shouldn’t come as a surprise. I just wish that both of these sites didn’t make me think of the commercials that you see at 3am for miracle cleaning products or vacuum cleaners. Though they both have a fashionable twist these are two instances where I, for one, would prefer a little less style and a lot more substance.