eLuxury is back. Well, sort of.
At the beginning of January 2009, the designer-driven e-commerce site announced its closure, insisting that it wasn't a case of poor sales, but instead, a shift in the market.
More luxury brands -- from Gucci to Pucci -- had established their own e-commerce sites. eLuxury's owners, LVMH, believed its market share would shrink instead of grow in light of this development. However, the mega company also said that eLuxury would re-launch as a luxury magazine in the near future.
Evidently, that future is now, literally. eLuxury's Twitter account is up and running yet again, this time under the moniker Nowness.com.
While Nowness won't officially launch until early 2010, readers can experience a taste of what the full-on Web magazine will encompass by reading the once-a-day posting, which launched privately in August. Recent topics include the book "Dior Backstage," Oliver Zahm's first photography exhibit and Raf Simon's new Web site.
For more daring transformations -- this time on people, not Web sites -- check out our makeover section.