Nowness steps into e-commerce

By

Florent Gilles

Published
Mar 13, 2014

In its four years of existence, Nowness is making its first foray into e-commerce. The digital culture and lifestyle magazine from LVMH has just launched a shoppable fashion film, allowing readers to click on items featured in the video in order to like, share and shop.

The interactive short features a troupe of contemporary dancers shot by director duo Tell No One and stays true to the aesthetic standards of the webzine.

The motion-touch video offers a click-to-buy option and sends the audience to e-commerce stores such as Lane Crawford in Hong Kong. Brands featured in the film include Louis Vuitton, La Perla and Haider Ackermann.

Though the shoppable video concept is new to Nowness, the technology has already debuted on various e-commerce sites such as menswear store Oki-ni as early as 2011.

Headquartered in New York, Nowness is editorially independant of owners LVMH and has not confirmed whether or not direct e-commerce is part of its future development projects.