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.