Style.com, covering Fashion Week in New York this week, expects a major surge in traffic - and so the site has seen an influx of new advertisers, including luxury brands such as Armani, which has made its first major online ad investment this year, reports Mediaweek (via MediaBuyerPlanner). Advertisers have responded to the expected increase in visitors, with 90 new advertisers coming onboard in 2005 - 20 new luxury brands in September alone.

During Fashion Week last fall, the site saw a 65 percent increase in traffic; and when fall fashions were presented last spring, traffic jumped 34 percent.

According to Rober Triefus, executive VP of worldwide communications for Armani, Style.com's ad offerings did not meet the client's needs until recently. "We needed to escape the constraints of the banner," he said.

New offerings on the site include megasized 720 by 440 units in its slide shows, plus plenty of rich media.