LVMH To Launch “Arts And Luxury Media” Site NOWNESS.com
Tomorrow will mark the launch of LVMH’s new “arts and luxury media” website, NOWNESS.com, which the fashion world has been waiting for since the end of the company’s former e-commerce site, eluxury.com. After the individual companies held by LVMH Moët Hennessy Louis Vuitton began getting their own personal e-commerce sites, LVMH shut down eluxury.com in January of last year.
Tomorrow, the company makes it’s second internet debut as a digital magazine. According to Women’s Wear Daily, the site will feature one major story a day through “text, video, music, or interactive project.” Kamel Ouadi, Digital Executive VP of NOWNESS.com stated that they are interested in working outside of the LVMH family and covering a variety of luxury brands once the site takes off.
Here’s more from WWD, who got an early preview:
So far, as on many luxury sites, the interactivity is not a free-for-all, but relatively controlled. Visitors can’t leave comments, but they can vote “like” or “don’t like” on each presentation, and the site will direct a visitor to similar or different content from the archive. A navigator called the “Explorer” groups random titles from the archive by color and size to graphically represent their popularity.