The partnership will see the Guardian tapping into NOWNESS.com's rich archive of exclusive videos, selecting and hosting those that reflect the interests of GNM audiences to deepen and develop the Guardian's multimedia offering in the fields of fashion, art, travel and gastronomy. The partnership is the first of its kind for NOWNESS.com.
The first piece of NOWNESS.com content that the Guardian is showcasing is 'L.E.D. Surfer' by fashion photographer and filmmaker Jacob Sutton. This short film was shot on the slopes of Tignes in the Rhône-Alpes region of south-eastern France and sees pro-snowboarder William Hughes light up the snow-covered French hills in a bespoke L.E.D. enveloped suit.
Sutton, who has created work for the likes of Hermès, Burberry and The New York Times, spent three nights on a skidoo with his 'Red Epic' camera at temperatures of -25C to snap Hughes carving effortlessly through the deep snow.
Dipesh Mojaria, Business Director for Multimedia, GNM, said: "NOWNESS.com is a fantastic website that produces culturally relevant, high quality videos in areas where our readers want to see more video content. This partnership will provide us with an invaluable resource and will enhance our life and style multimedia offering, supplementing our regular features such as How to Dress and Sali Hughes on beauty."
Launched in 2010, NOWNESS.com has established itself as a hub for exclusive cutting-edge content that is aesthetically and culturally engaging, and designed to inform and inspire. It has also come to the fore for collaborating with leading filmmakers, photographers and trendsetters, including Spike Jonze, David Lynch, and Miranda July, to create unique video content.