03.09.2013 34, avenue Foch #fashion

Launch of IT magazine

Frédéric Beigbeder and Jean-Yves Le Fur began the high-society season with a brilliant launch – let’s say a relaunch – of the magazine LUI, in the salons of a Grand Siècle mansion.

It must be said that the tandem has been heating up the nights of the Left Bank for many years, with the epicenter and playground of the very Germanopratin street St Benoit, Montana. More rare in society if not during large bacchanal orchestrated at their initiative, the association of criminals remains nonetheless ultra-efficient when it comes to federate the cool crowd of Parisian nights. A successful comeback for the two compères, then, since they mixed with the magazine’s advertisers and contributors: the Canal + family, a few fashion essentials, a selection of unbridled editors, and La Femme, live that evening. Only Léa Seydoux was missing, cover girl bankable from the first issue, carefully undressed in a good quarter of said paper. Which, in itself, is not a real feat.

Great reports, sexy photos and squeaky humour thus constitute the promise of editorial line of the new French monthly printed at 350 000 copies and sold at the price of 2 euros 90, led by Yseult Williams (editor-in-chief), great signatures of journalism and photography, and the explicit formula of Cecil Beaton : “You can’t understand the gravity of the world if you don’t taste frivolity.” Case to follow.


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