Branded Content: Marks & Spencer, Louis Vuitton’s NOWNESS, Nina Garcia Gets AOL Series
NOWNESS launches Chinese version of content site
NOWNESS.com has launched a Chinese-language version of its unique editorial platform, giving Chinese consumers and luxury enthusiasts a new way to experience high-end lifestyle and to engage with luxury brands online.
Accompanying the new Chinese edition of NOWNESS, www.cn.NOWNESS.com, will be bespoke stories about luxury culture and events in the China region. The new site will offer stories tailored for the Chinese reader, facilitating a cultural exchange of Chinese lifestyle content through collaborations with local artists, brands and influencers.
Content will include features on renowned Beijing-based artist Zeng Fanzhi, legendary restaurant Li Family Cuisine serving traditional food dating to the Qing Dynasty and curated work by top fashion photographer Chen Man. “By actively promoting its content to a Chinese-speaking audience as well as cultivating editorial customized for its Chinese readers, NOWNESS is engaging in a cross-cultural dialogue and exploring the new paradigm in luxury consumer lifestyle and interests,” said a representative for LVMH.
The new site capitalizes on China’s significant position as a growing luxury market and the importance of digital and social media in the region, enabling luxury brands and influencers to establish an identity that resonates with the Chinese consumer and local brands to exhibit the latest in Chinese culture to NOWNESS’ global reader base. At the same time, the NOWNESS platform provides luxury brands across the industry with a unique way to connect with consumers online in a manner that is both cutting-edge and consistent with luxury values and aesthetics.
Fashion expert Nina Garcia teams with AOL to launch original video series
AOL has partnered to create a fashion and lifestyle show with Nina Garcia, fashion director of Marie Claire, New York Times best-selling fashion/style author and judge on the hit show “Project Runway.” The original series will be seen on AOL’s newly launched AOL On Style channel and across AOL brands including Stylelist, HuffPost Style and HuffPost Women.
Series synopsis: Whether you’re embarking on a new relationship, just starting a new career or have a new baby, two things just happened: you found a new life and you lost your groove. The swag, thrill and the mojo of your look is totally gone and there’s only one woman who can help you get it back: Nina Garcia. Life changes are natural, but it doesn’t mean forgetting how to put your best foot forward to present the new version of Powerful You.
“Fashion can be transformative and empowering, and I’m excited to use the AOL platform to inspire women–whether it’s offering a quick tip on how to improve their lives or how to re-imagine their looks,” said Nina Garcia, fashion director of Marie Claire.
AOL plans to co-produce the show with Hud:sun Media. In addition to the original series, Garcia will also curate AOL On Style playlists, sharing her passions and unique perspectives on fashion through videos. Curators are influential luminaries from AOL On channels including fashion, food, tech, business, entertainment, travel, health and others, and aligns with AOL’s goal to program video content our audiences should be watching now, on every topic, across multiple sites and devices.
M&S raids its archives to create a vintage lingerie timeline and underwear range
Marks & Spencer has created an interactive graphic showing the history of lingerie from the 1920s to the 1980s to demonstrate the retailer’s technological advancements in undergarments throughout the years. The graphic provides educational insight into the company archives via clickable decades (e.g. ‘1920s’) and offers vintage photography for the public to view.
M&S has long been known as a solid destination for quality lingerie and leading technology –from control pants to push-up bras. In fact, the first M&S bra launched in 1926 and was designed for use under flapper style dresses to flatten the chest. To see ‘The History of Lingerie’ graphic and find out more, just visit: Mark & Spencer Social.
But it’s not social: Sadly, the timeline, while very cute and fun, is not socially sharable, embeddable or compatible with Pinterest. Users must enjoy everything on the site.
Photo Credit: AOL – Phillip Angert || Nina Garcia, Rachel Roy and Erin Fetherston