Lui magazine was quite literally France’s answer to Playboy, first appearing in 1963. Created by Daniel Filipacchi it was published by the Filipacchi group until 1994. Plummeting sales saw the title sold and it was bought by another publisher. Michel Birnbaum the publisher of French Penthouse who produced another fourteen issues under the name Le Nouveau Lui between 1995 and 1997.
However, this is where I think Lui has got it wrong; particularly with the pictures. The second pictorialPlein soleil by Mikael Jansson looks exactly like a fashion shoot for a continental woman’s magazine. In fact all the pictorials look like pages from Vogue or Elle. This one, oddly, being a couples one, harks back to the boy girl pictorials of Oui, the Americanised version of Lui which Filipacchi set up in conjunction with Playboy’s Hugh Hefner in 1972. Except they were not part of the French material used in the US but were shot in America. These are pictorials aimed at a younger artistic sensibility.
Each picture in this pictorial, and there are some of just the woman alone, feature credits for clothes and accessories although in the picture above the couple are not flogging anything. Even when they are not advertorial the pictorials have a host of credits attached. Plein soleil, then, is a bit of a curious hybrid pictorial then: part arty erotic feature, part fashion feature but far preferable to the male models posing in the likes of GQ.