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NOWNESS logo, via

eLuxury certainly was a pioneer of luxury e-commerce. But with growing competition in a tight space ( has expanded its offerings through, owner LVMH decided to dismantle eLuxury and reintroduce it as a strictly content website. NOWNESS is cutting edge in its alarmingly simple and sleek layout. As we all know, graphic based design and function on the web has been gaining more clout (HBO recently redid its e-commerce site last year for this reason). NOWNESS is still in preview before it launches on February 24, 2010, and I cannot wait to see exactly how the full she-bang operates. I like how the site will be covering more than just fashion. Sign up to be an insider, and you can customize your notifications for the site.

Business of Fashion did a great interview about NOWNESS, and is just as equally excited as I am.

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