Rachna Shah

Editors are hopeful that Fashion GPS's Styles 2.0 platform, which launches today at power-agency KCD's Open House, will help alleviate some of the busy work that has been a major part of the job for so long.

While we still travel to big halls and complexes with tents and sit on benches while models walk down a runway in clothes that wont be sold until six

KCD, arguably the most powerful fashion public relations firm in New York, has set up a digital shop. Much like competitors PR Consulting and Starworks, KCD will now have a dedicated digital team, lead by digital director Danielle McGrory, formerly a marketing manager at Intermix. McGrory will report to agency vets Keith Baptista and Rachna Shah, who will serve as managing directors of the new division. (They'll also continue in their roles of senior vice president of production and senior vice president of public relations for the entire firm.) Why set up a separate digital division? For one, it's a different service at most PR firms. A client can buy traditional PR, but now they have to pay extra for digital PR. It makes sense, given the additional work it takes to manage a brand's online presence, including a Facebook page, Twitter account, etc. Instead of hiring two firms to do the PR--one traditional, one digital--a brand can now go to KCD and have them do it all. (Not that they weren't embracing digital before: From a blogger's perspective, KCD has always been respectful and encouraging of online coverage. And it's been greatly appreciated by all of us.)