Digital media platform Nowness already boasts a Chinese language site and social media accounts, but Modern Media is now working to launch an official Nowness China as soon as September. Jessica Rapp writes for Jing Daily.
“As digital platforms play an increasingly influential role in China’s luxury market, the country’s major industry players are exploring ways to incorporate it into wider consumer experiences.” Jessica Rapp reports for Jing Daily
Temper Magazine’s Trending segment casts a net upon all that is throwing tantrums within the world of China Fashion across a variety of global sources. This very necessary segment makes for a collection of largely non-Temper Magazine-original content dipping its toe into the deep indigo-dyed pool that is the ocean of Middle Kingdom fashionable astonishment.
We’re big fans of the Nowness shortfilms and videos here at Temper Magazine and to back that up, just follow these various links — especially the last one, entitled “Gods Of The Underworld” showcases a whole new approach to multi-culti fashion and retail. With this digital media platform’s Chinese language site and social media accounts plus popular streaming services such as Youku firmly in place, the Modern Media powers-that-be have now decided the time has come to launch an official Nowness China as soon as September 2017. Jessica Rapp writes for Jing Daily.
As digital platforms play an increasingly influential role in China’s luxury market, the country’s major industry players are exploring ways to incorporate it into wider consumer experiences. That’s one goal media company Modern Dazed had in mind when it acquired a majority stake in Nowness, a digital media platform that has been shaping consumer culture since LVMH founded it in 2010.
Modern Dazed, a new joint venture between Dazed Media and Modern Media, which publishes Modern Weeky, Bloomberg Businessweek, and several other titles, will be working with K11 art mall founder and chairman of Chow Tai Fook, Adrian Cheng, who has been named vice chairman and creative advisor of Nowness in the new venture.
Dazed Media and LVMH had previously been operating Nowness under a joint venture, but now LVMH has a minority stake in the company, while Modern Dazed has big plans for it in China. According to Modern Media, this starts with an official Nowness China launch and more localized content planned for September.
“From the number of re-posts [on social media], it’s clear that Nowness films have been very popular in China, so when we shared the news of this new collaboration, it excited many luxury brands and many of our loyal readers,” they said.
Cheng told Jing Daily that Nowness has a “clear edge” in creating China-focused content in a luxury industry that’s influenced heavily by video and image-sharing.
“Nowness is a breath of fresh air in the congested content industry in China,” he said. “With its creative, art-driven content, it differentiates itself from the pack and that’s exactly what a lot of luxury brands look for.”
In keeping with the growing experiential luxury trend, Modern Dazed also has plans to take Nowness offline through a project with K11.
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This trending topic is written by Jessica Rapp for Jing Daily 2017 All rights reserved
Featured Image: Courtesy of Nowness and Jing Daily.
Passionate about style and design, Jessica has been writing about China’s emerging independent fashion scene and the country’s creative industries since moving to Beijing in 2011. She spent two years covering the capital’s dynamic fashion world in depth as style editor of the Beijinger magazine and her work has also been published in Dwell, Design Sponge, Roads and Kingdoms, Melting Butter, and Artnet News. Follow Rapp on Twitter: @jrapppp
怀着对风格和设计的热情，Jessica自从2011年移居到北京之后就开始报道有关中国新兴独立时尚和创意产业的发展。作为风格编辑在the Beijinger杂志工作的两年中，Jessica深度报道首都时尚动态，她的文章曾被登载在Dwell, Design Sponge, Roads and Kingdoms, Melting Butter, Artnet News等杂志。关注Rapp在Twitter上的动态：@jrapppp
Temper Magazine does not own any of the above English content. All featured English content belongs to Jessica Rapp for Jing Daily 2017. All rights reserved.
Chinese translation: Li “Lily” Dan of Kitayama Studio for Temper Magazine.