NEW YORK — Extending its effort to build brand equity online and off, eLuxury.com has hired Alex Gonzalez as its creative director. It’s a new post at the e-commerce site, which was mounted last June and forms the first Internet joint venture between LVMH Moet Hennessy Louis Vuitton and Europatweb, Bernard Arnault’s Internet development vehicle.
Gonzalez, one of the first prominent creative directors from the fashion world to hook up with an e-commerce venture, will be responsible for eLuxury’s visual brand identity and will define that look through the Web site’s design, photography and marketing materials, among other media, a spokeswoman for eLuxury said Thursday. He also will oversee eLuxury’s internal creative team.
At the same time, Gonzalez will remain an active partner at A/R Media, the full-service ad agency aimed at fashion and beauty brands that he founded in 1996 with Raul Martinez. A/R Media will be responsible for fashion photography for eLuxury’s high-end print materials, like direct-mail pieces, as well as for the fashion images on the Web site. Photos for eLuxury ads will continue to be handled by the company’s ad agency, Goodby Silverstein, with Gonzalez overseeing creative execution of the online site’s ad campaigns. A/R is perhaps best known for ads such as the recent Versace campaign, as well as for its efforts for Valentino, Dolce & Gabbana and Yves Saint Laurent’s Opium.

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