The new-look site, which publishes one video story per day, mixes moving pictures on art, culture and fashion that will range in length from one to 20 minutes.

They will include works from the likes of Bjork, Ai Weiwei, James Franco, Francesco Vezzoli and Robert Schwartzman, and viewers will be able to create their own playlists from the site's archive before sharing it via social media.

Nowness.com newness story

As a revenue-generating feature, Nowness also offers brands the ability to develop sponsored content, or select sponsored playlists themselves, and plans to offer e-commerce through third parties.

"There's no advertising on Nowness and there never has been. Our way of making money from the site is on branded content, making films together," says Claudia Donaldson, editor-in-chief. 

Nowness.com newness story

She also explained that even though LVMH owns Nowness, the French luxury conglomerate contributes branded content to its site.

Due to the site taking the bulk of its traffic via social media channels on mobile devices, the decision has been made to go all-video with a strong mobile-first point of view. "When Nowness was started four years ago, it felt like we were the vanguard of a digital evolution," the editor said. "The site was 80% still content and 20% video." 

Nowness.com newness story