Kamel Ouadi, EVP, NOWNESS

Kamel Ouadi, global digital media director of Louis Vuitton and EVP of NOWNESS, tells us why traditional advertising models never fully answered the core objectives of the luxury market

It has been just eighteen months since NOWNESS was launched by LVMH. The independent content platform was designed to represent a new generation of digital media and cover the full spectrum of luxury and the art of living. The purpose, as identified by creator Kamel Ouadi, was to “enable emotional engagement with users, through the development of bespoke and exclusive content”, challenging the traditional dictative relationship of advertising and attempting instead to foster conversations with luxury enthusiasts.