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February 23, 2010

Rachel Whiteread’s Drawings. Source: NOWNESS via BoF

Business of Fashion has an interview today with the EVP Digital for NOWNESS, the new fashion content site run by LVMH. It takes the place of the defunct ELuxury site, but will focus on new, original fashion content created by some stellar names like Wong Kar Wai, Lucien Freud and John Galliano for Dior.

It’ll be very interesting to see how this site develops and how it will be received, especially now that we’re in a very different digital space than LVMH faced when it launched ELuxury. I also agree with BoF when they say that there’s a clear opportunity for tying in e-commerce, which this site does not do at the moment — after all, isn’t this the ultimate goal, especially as a public company with fiscal responsibility to shareholders? Time will tell, even if the site suggests that NOW is all that matters.

The site launches on Thursday, February 25.

As a side note, NOWNESS is a strange name IMO. It’s not intuitive, memorable nor catchy…What do you think?

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