We’re not sure when Nowness launched, but we’ve been sucked in.

The site, which wants to be, “an exciting new way to experience luxury lifestyle online,” posts new videos, images, collages or virtual experiences every day, starting about two weeks ago.

The video above features Lily Donaldson’s hair, today’s profiles Lucien Freud and last week, they screened a film noir starring Agyness Deyn.

According to its About page, Nowness is owned by LVMH, but the editorial direction remains anonymous–other than the individual names of directors and stars preceding each video and as of now, there’s nothing being sold on the site.

UPDATE: And just like that, a long list of answers.