Florence, 30 Aug – Gucci’s catwalk show takes place on 22 September in Milan but will be also visible on the web; an initiative to promote the label’s shopping site.

For the first time in the industry - a press release states - Gucci will give the audience an opportunity to virtually attend the runway presentation of the womenswear spring/summer 2011 collection created by Frida Giannini. Through the webcam, virtual guests will be able to sit next to the press and important buyers from all round the world.