In "Four Play," Christina Ricci's latest cinematic effort, the actress plays four sides of the same woman in downtown Manhattan. Her co-star: Donna Karan's Spring 2010 Eldridge bag, which has convertible straps so it can be carried in four different ways.

Released to blogs and to YouTube in December, the two-minute film has been viewed more than 100,000 times; it's now viewable only at the Donna Karan Web site. "You need all these different avenues to get your message out there," says Patti Cohen, Donna Karan's global communications executive.

We'll be the first to admit we're easily dazzled by slick YouTube videos, whether it's kittens on iPads or the latest one-off commercial. Enter Nike's Music Shoe video, in which two hip young men make beats with new Nike sneakers.

The video, which was released to YouTube and Twitter on April 14, shows off the new Nike Free Run +, a running shoe set to hits U.S. stores May 1. The shoe's selling points are its flexibility and cushioning; Nike spokesman Derek Kent said it provides the "barefoot-like benefits in natural motion." In the video, the shoes also make music (but not in real life).

In a nod to growing power of digital word-of-mouth, the Donna Karan company has released two Web-only videos to social networks and blogs. The DKNY ad directed by Kai Regan features leggy models wearing the fall 2009 "Cozy" sweater parading through New York in a runway-cum-Abbey Road lineup. The second ad, "Four Play," stars Christina Ricci and the Donna Karan Eldridge bag; the nearly two-minute long spot was directed by filmmaker Jake Sumner, known to music fans as Sting's son.

Do you remember that Dior campaign that featured Jessica Stam in a vibrant pink dress against an abstract background of the same color? What year was that? Answer: It was the Dior Spring/Summer 2007 campaign, which appeared in Vogue's July 2007 issue.

Until recently, there have been few options for fashion obsessives to track down a memorable ad from seasons past. A new start-up, My Fashion Database, has stepped into the breach. In scope and ambition, its most similar comparison is film database IMDB.com.

Eco-friendly outdoorsy clothing company Nau has quietly rolled out Changing Room, an online-only payment option in which customers pay half of the full price upfront, then have 30 days to pay off the rest. You could call it a test drive, or, as the company prefers to call it, "premium layaway."

Either way, it's a way to get $350 jackets into customers' hands.

Thanks to the Internet, fashion blogs and a dash of Project Runway, public enthusiasm for the private runway show is at a high. American Express hopes that access to a 3.1 Phillip Lim runway show will mint retail sales.

On Thursday night, just as the last show of New York's season ended, American Express card members were feted with a cocktail party at the American Express Skybox in the tents. Later, guests were seated in the Salon at Bryant Park.

Barbie's been a rock star, an astronaut, a doctor and a supermodel. What she has never been is someone who would sing a subversive song.

And that remains so. This week, Mattel released Barbie's first music video with music set to 1997's "Barbie Girl." The song, made famous by Danish group Aqua, is a cheeky critique of materialism and female disenfranchisement; Mattel's tweaked 2009 version is a you-go-girl anthem for the post-Bratz, post-Pussy Cat Dolls generation.

For many designers at New York fashion week, finding a sponsor during a recessionary economy was much harder than in seasons past.

"I was having a lot of difficulty raising money for the show this season -- it's more difficult than ever before," says Daniel Silver, one of the designers at menswear brand Duckie Brown. Although Duckie Brown obtained a sponsorship from Florsheim shoes, it didn't cover the entire cost of the show, which can run upwards of $100,000, Mr. Silver said. Mr. Silver and his design partner Stephen Cox decided to consider every company they had ever worked for. At the end, they joined up with McDonald's, who was looking to promote its new line of McCafe coffee drinks. Mr. Cox had worked at McDonald's in London as a cashier when he was 16 years old.