NUMBER TEN
We like celebrations. Not those self-congratulatory ones, where one looks smugly in the rearview mirror. In this issue No. 10, there are no candles or confetti, and only a single glass of champagne, held by Robert De Niro, or rather, Ace Rothstein, his larger-than-life character in the film Casino. But the symbolic number 10 offers something better: our guiding principles and the big plans we are excited about.
As you scan these pages, you’ll recognize our unending quest for menswear that mixes timeless pieces, garments with a history and subtle nods to the big trends – all underpinned by an obsession with quality and achievable yet exacting rules for dressing well. You’ll also see more of our efforts to make style a culture in its own right, with its codes, references, life stories and personalities, from Mike Tyson in Versace to French workers in moleskin and New York bike messengers in Lycra and crop tops.
This issue also comes with a few rejigs. L’Étiquette is evolving, with sharper layouts, honed-down sections and a tighter flow. Some changes will slip under the radar, but others might not. After nine issues and nine refreshes of surgical precision, we are retiring The Perfect Wardrobe feature. This might sadden those who liked to see the details spelled out: whether the season called for round-neck sweaters rather than V-necks or whether Jodhpur boots were overtaking Chelsea boots in the popularity stakes. But rather than struggle all alone with feelings of abandonment, those readers can rest assured that we are still here for them. They can get in touch via any modern communication channel, and we’ll be happy to provide a direct and exclusive take on the season’s style temperature.
Above all, this issue marks a big announcement. After a great deal of hesitation, deliberation, zealous work, tweaks and flashes of self-doubt, a women’s edition of L’Étiquette will soon hit the newsstands. Naturally helmed by an all-female team, this third variant of the magazine (after the original French L’Étiquette Homme and its English version) takes up our philosophy of how to dress and applies it to women, whose fashions are too often reduced to superficial frivolity. It won’t be just a spin-off of the men’s L’Étiquette, nor a half-hearted imitation. It will have a life and spirit of its own, and – who knows – perhaps even a Perfect Wardrobe. One thing’s for sure: we can’t wait to see it!