State of Lux

At the start of the year LVMH launched the ever-so-modern Nowness site.  Basically an ezine dedicated to high end fashion, lifestyle, art, design, music and travel.

Yawn?  Well no, it’s actually rather good.  There is a suitably subdued nod to social graphing, but the emphasis, quite rightly is on high quality imagery, video and editorial.

The question was whether it would maintain the level of love bestowed on eLuxury (it’s predecessor which was LVMH’s ‘luxury shopping portal’).

And the answer is that it’s too early to tell.

The key to maintaining its success will be it’s editorial integrity and continued sourcing of top talent.