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While in Paris last week, I took the opportunity to reintroduce myself to a revamped LUI magazine that was re-launched after taking a 33-year break from the publishing world. The magazine was published from 1960 to 1980 and like a phoenix, has been reborn from the ashes with a new copy that just recently became available on Sept. 5th.

While cruising the friendly skies on an airbus back to Miami from Paris, there was plenty time to explore the new “LUI” and its contents. The new direction seemed right and oozing sizzle, which was hard to ignore. The fashionable half and full nude picture stories are good, yet a little more towards the taste of the European consumer, but respectfully understood… assuming you have a good taste. I find it very enticing that some of the “old-school” LUI was kept alive for those who want to pick up where they left off.

Plenty of people would think that publishing a magazine in times like these – when sales numbers are in decline and print publications are no longer in vogue – is just unadulterated madness in its purest form. That is, of course, unless your name is Frédéric Beigbeder, the new sheriff in town and the captain at LUI’s helm. He believes that the original spirit – a sense of humor laced with a mischievous style – is what’s missing from the newsstands today.

Each journalist and writer wants to believe it’s nothing more than a combination of “subconscious dreams and crazy Paris.” “People do not know what they want before we offer it to them,” says Beigbeder. “It does not surprise anyone who has done their homework on designing newspapers.

“Lui is a title that has always made me fantasize,” he says. “At the time of its creation [by Daniel Filipacchi in 1963] and at its peak in the early 1970s, France was not in crisis. I’m jealous of all those who experienced this blessed time.”

350,000

While Condé Nast is to launch the French edition of Vanity Fair and another as the American publisher, GQ , has revolutionized the standards of men’s magazines in France, LUI is a gamble, perhaps crazy, but based on a hunch. “Given the current gloom, putting out a funny and free newspaper is an act of civil disobedience,” says Beigbeder.

To start the adventure, the novelist uses Yseult Williams, who has successfully launched the magazine Grazia in 2010 and believes it to be, like him, the niche of hedonism and humor. Beigbeder adds panache and a spirit of contradiction. “GQ connotes a tone similar to that which we seek to instill in LUI. But it’s become a bit of an editorial disguised as a newspaper. In the past, LUI undressed girls instead of dressing up boys.”

There is no question of Beigbeder’s contribution of charm or sophomoric sexism; the same one that made titles like FHM or High a success in the 1990s. The editorial line of the 1633 Group, publisher of Playboy France and Men’s Health, which at one time made LUI a pornographic quarterly, is not that of Beigbeder’s. However, there will be covergirls but also articles and features. And even though the target audience is predominantly male, “LUI will not be a kind of men’s journal, but will address all sexes,” says the boss of the magazine.

While the staff is still unnamed, Beigbeger ensures the new LUI will primarily be a magazine of big names and photographers. “It must be remembered that Jacques Lanzmann was the first editor of LUI,” says Beigbeder. Lanzmann was a noted French journalist, publisher, scriptwriter, songwriter and movie producer.

With an initial press run of 350,000 copies, the first issue hit newsstands Sept. 5 at a price of 2.90€ ($3.92) each. “The notion of psychological price remains valid,” smiled the author of 99 Francs. The magazine’s publication run is set between 100,000 and 150,000 copies.

And what do you know, before you realize it, the trip from Paris to Miami has come to an end! It means that the reads were a perfect compliment to a glass of wine and exquisite memories of France. My parting advice to any photographer out there; go travel, experience different styles and markets. It is sure to be an eye-opener like no other. Use the wisdom you see while you’re outside of your comfort zone.

Jarmo Pohjaniemi

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