lui magazine…

Frustrated with the state of adult entertainment magazines in the early 60s, French fashion photographer Daniel Filipacchi decided to enter the publishing game with the French answer to Playboy, Lui. Lui was aimed at adding the certain je ne sais quoi and French charm that was lacking from the what could be classified as soft-porn publication market. Like it’s main competitor at the time, their covers were incredibly styled with not only beautiful B-list celebs and models but fantastic photography and masthead type treatments.