BY THE MANUAL: Ermenegildo Zegna is the latest major fashion house to up the ante on social media, with a new Google+ page called “Zegna: the Modern Man’s Manual,” created with lifestyle Web site Zegna is marketing the page as an editorial calendar and style guide for today’s sartorially inclined gentlemen.

Paul Surridge, creative director of Zegna’s contemporary Z Zegna line, will be an active contributor to the page and will partake in a series of virtual encounters with fans and guest bloggers. The first such meeting took place Thursday with the participation of fashion bloggers Matthew Zorpas of The Gentleman Blogger, Denni Elias of The Chic Muse and Lougè Delcy of Dapper Lou, as well as journalist Simone Marchetti of D as the discussion moderator.