Can LVMH conquer the internet with its new portal?

Former online shopping portal eLuxury, which closed earlier this year, has been transformed into a web magazine called Nowness, due to be up and running by beginning of January.


According to the site’s owner, French luxe conglomerateLVMH (Louis Vuitton Moët Hennessy), Nowness will be covering the fields of fashion, art, design, culture, travel, beauty, food and wine, music, and entertainment.

In the run-up to its proper launch, the new web destination is running a special story each day, including sneak peeks behind the scenes at Dior or recent New Generation winner Peter Pilotto. Their coverage can already be followed on Twitter, Facebook, and via RSS.

eLuxury had announced its closure as early as January, which is believed to have been caused by many design brands developing their own e-commerce sites.

from The Independent