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| Nowness | |
|---|---|
| Name | Nowness |
| Type | Online magazine |
| Language | English |
| Owner | LVMH |
| Launched | 2010 |
| Country | United Kingdom |
Nowness is a luxury lifestyle digital magazine and video channel founded in 2010 that focuses on contemporary culture, fashion, art, film, music, food, travel, and design. It publishes short-form films, long-form essays, and multimedia features that intersect with the activities of major cultural institutions and creative figures. Operating at the nexus of luxury brands and contemporary art, the platform has engaged with a broad network of artists, directors, musicians, curators, and designers.
Nowness was launched in 2010 by former executives from Vogue (magazine), Dazed (magazine), and Time Out Group with backing from LVMH, the French conglomerate behind Louis Vuitton, Moët & Chandon, and Dior. Early programming connected filmmakers associated with Tilda Swinton, Wes Anderson, Sofia Coppola, and Christopher Nolan to fashion figures like Alexander Wang, Phoebe Philo, Raf Simons, and Hedi Slimane. Its formative years coincided with digital initiatives from legacy outlets including The New York Times, The Guardian, The Telegraph (UK) and luxury brand channels such as Chanel and Prada. Over the 2010s the outlet expanded collaborations with institutions like the Tate (galleries), Guggenheim Museum, MoMA, and festivals including Cannes Film Festival and Venice Biennale.
Nowness curates short films and long-form pieces featuring directors, artists, and musicians drawn from networks surrounding Spike Jonze, David Lynch, Yorgos Lanthimos, Nicolas Winding Refn, and Pedro Almodóvar. Editorial programming often pairs visual auteurs with designers such as Virgil Abloh, Stella McCartney, Yves Saint Laurent (brand), and Comme des Garçons and musicians including Björk, Kanye West, Beyoncé, Radiohead, and Frank Ocean. Content strategy mirrors initiatives by Vice Media, Pitchfork, Wired (magazine), and Dazed Digital by prioritizing shareable video, immersive cinematography, and festival-timed releases aligned with Met Gala, Paris Fashion Week, Milan Fashion Week, and London Fashion Week. Editorial partnerships and guest curators have included curators from Serpentine Galleries, writers from The New Yorker, and photographers associated with Annie Leibovitz, Mario Testino, and Richard Avedon.
The platform has produced commissions with filmmakers and artists such as Spike Lee, David Byrne, Michel Gondry, Harmony Korine, Nicolas Ghesquière, and Cecilia Alemani. It has presented branded films alongside creative directors from Gucci, Balenciaga, Prada, and Givenchy and worked with musicians represented by Columbia Records, XL Recordings, Universal Music Group, and Sony Music Entertainment. Projects have intersected with cultural programs at Venice Film Festival, SXSW, Tribeca Film Festival, and public art initiatives by Frieze Art Fair and Art Basel. Collaborations have included fashion retrospectives referencing Yves Saint Laurent (designer), archival features on Issey Miyake, and new commissions with artists like Olafur Eliasson and Tracey Emin.
Critics in outlets such as The New York Times, The Financial Times, The Guardian, Wired (magazine), and The Atlantic have assessed the platform's blend of commerce and culture, comparing its influence to that of i-D, NME, and Dazed & Confused. Cultural commentators cite its role in promoting auteur-driven short films and elevating brand-funded cinema alongside independent institutions like BFI and Sundance Film Festival. Scholars of media and fashion reference Nowness in analyses alongside Harper's Bazaar, Elle (magazine), and Vogue Italia for shaping visual narratives and distributing work by emerging directors who later worked with studios such as A24, Fox Searchlight Pictures, and Netflix.
Originally funded by shareholders linked to LVMH, the outlet utilizes a hybrid business model combining brand commissions, sponsored content, and editorial partnerships akin to practices at Condé Nast, Hearst Communications, and Vox Media. Revenue streams include sponsored films for maisons like Louis Vuitton, Dior, and Celine, paid partnerships with luxury conglomerates such as Kering and Richemont, and project commissions from cultural institutions like Tate Modern and Guggenheim Museum Bilbao. Its operating model parallels brand-supported editorial initiatives from Chanel (fashion house), Burberry, and Hermès.
Work published on the platform has been recognized at film and advertising awards including Cannes Lions International Festival of Creativity, British Academy Film Awards, BAFTA, Clio Awards, D&AD Awards, and festival selections at Cannes Film Festival and Venice Film Festival. Individual directors and collaborators associated with its commissions have received acclaim from institutions such as Academy of Motion Picture Arts and Sciences, European Film Awards, and British Fashion Awards.
Category:Online magazines