Fashionable Retail Applauds Its Newfound Editorial Side

Nowness, from LVMH, hardly mentions its parent brand.
After the meteoric rise of sponsored editorial retail during the last few years, brands have weighed in and declared the experiment a success.  From major luxury conglomerates to quirky, high-end individual labels, those who’ve launched magazines or elaborate editorial sites, all seemingly unintended to sell anything, seem pleased with the decision — and not just because their publications look so good.