The power of now: LVMH launches luxury web magazine

New York – As luxury brands continue to strengthen their position online, luxury conglomerate Louis Vuitton Moët Hennessy launches its web magazine Nowness today. With an eye on art, high-end fashion and culture at large, the site features daily audio, video and visual capsules of original content from some of the best minds in the creative world – today’s pick is a short film by photographer Matthew Donaldson. A clever Love/Don’t Love option lets viewers personalise the experience by rating their favourite pieces so the website learns their preferences as it develops, and presents them with content in line with their responses.

‘For us, luxury is about storytelling and content,’ says Kamel Ouadi, digital executive vice president of Nowness. ‘Today, we’ve got too many websites pushing the news behind the industry. Nowness is the place to understand the stories behind the industry.’