eLuxury Rebrands As Nowness

by Deidre Woollard (RSS feed)
Jan 2nd 2010 at 2:01PM

Last June, when I mentioned the closing of eLuxury, the online retailer owned by LVMH, I mentioned that it would become an editorial site. What I didn't know is that it would lose its name too. The site has been transformed into a magazine called Nowness. Nowness doesn't just focus on fashion, it also covers art, design, music, travel, food and other aspects of culture. The site's mission statement is to showcase daily content from the best creative minds. The site will officially launch soon but as a run up to the launch, Nowness is offering one story each day featuring not just words but also videos, music and photo galleries.

The site will be interactive. Stories already carry love and don't love buttons which allow you to register your opinion on a story. The site will eventually be able to learn your tastes as you engage with the site, providing content that matches your interests. So far there doesn't seem to be any advertising on the site. The Nowness FAQ stresses that while it is part of LVMH the content will be editorially independent.

Tags: eluxury, lvmh, nowness