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.

Ricci plays four personalities romping the same hotel room, which then fuse into a single girl. The wordless short film is intended, in part, to answer the mystery of what women do when they're alone. "I don't really know a whole lot about ladies' fashion but I used my idea of the women i love and the elements of their personalities that I'm really familiar with," Sumner said.

"The concept is these fluid moments of a girl in a hotel room," he added. "I wanted it to feel ethereal but to try to capture the diverse parts of a woman's personality."

The spot has a cinematic feel, which the director says is intentional. "People are so keyed into now what's direct and unsubtle advertising," Sumner said. "I didn't want it to feel like advertising. I wanted it to feel like something that could be viewed in itself, but using the aesthetic of Donna Karan. There's a thin line between very unsubtle advertising and doing something that stands alone and has its integrity."