Elie Saab is the latest fashion house to launch an online magazine. Entitled The Light of Now, the new online magazine it is set to go live during Paris Fashion Week to coincide with the designer’s Fall show, which will be live-streamed onto the magazine’s homepage.

“The monthly e-mag will feature original editorial content at the intersection of contemporary culture and Elie Saab universe,” the fashion house said.

The company said the aim was to give more in-depth content online, in the broader context of its digital strategy, which already includes social networks — it has more than 1.1 million Facebook fans and is present on other networks including Instagram, Twitter and YouTube. Elie Saab does not have an e-commerce platform yet, nor does it currently advertise online, it added.

With a Paris-based editorial team, the magazine will publish nine articles a month focusing on light as a source of inspiration across various disciplines including fashion, art and perfume.