Have you heard of the fashion magazine L'Officiel? Anyone involved in fashion surely conjures up images of elegant models in haute couture dresses. L'Officiel launched in France in 1921, one year after Paris Vogue's launch in 1920. With the help of female writers like Colette, it gained worldwide recognition as a fashion magazine showcasing the latest luxury fashions from Paris. After World War II ended, the heyday of haute couture began with Christian Dior's New Look, whose debut collection in 1947 became a sensation. L'Officiel's articles, showcasing the latest information on the couture world with beautiful visuals, are said to have thrilled women. In the 1980s, French magazines Marie Claire and Elle began licensing businesses in Japan, the United States, and European countries. In 1996, L'Officiel also signed a licensing agreement with Russia, and was subsequently published in Turkey, China, and other countries. Finally, in 2005, it was finally launched in Japan. The news that Am Associates (CEO: Ikuo Takano), a publisher of artistic magazines, had signed a licensing agreement with the French publisher JALOU excited those in the fashion industry. L'Officiel Japon launched on April 1, 2005, under the editor-in-chief Ikuo Takano. Takano, who is also the owner, also serves as editor-in-chief. When asked why he chose L'Officiel, Takano said, "In France, it's a publication on a par with Vogue, and its incredible archives were its greatest draw." As with all licensed magazines, the cover and half of the inside pages had to be French. However, the French side praised the inaugural issue, which adhered to the rules while incorporating Japanese sensibilities. In fact, Takano believes it was superior to the domestic edition. It was published bimonthly in its first year, then monthly from the June issue of its second year. "Mode magazines are supported in part by advertising. Initially, it was said that the French side would provide support, but in the end, it was actually Japan's unique efforts that played a major role." The success of luxury brands in Japan depends on how highly regarded Japanese fashion magazines are by their home countries. In that respect, licensed magazines have an advantage because they are recognized by the home countries. Even domestic magazines (domestic magazines) have far larger circulations than fashion magazines, but advertising in a domestic magazine that is unknown to them requires a certain degree of persuasiveness. However, luxury brands with discerning aesthetics and business sense gradually come to recognize the merits of domestic magazines, but the initial hurdles are quite high. In that sense, L'Officiel Japon is off to a smooth start. However, the subprime mortgage crisis of 2007, which turned into a problem of defaulting on American mortgages, followed by the Lehman Shock of 2008, sent a chill through the advertising-driven media industry. Fashion magazines were hit particularly hard. "Publishing a monthly fashion magazine is like throwing away a Ferrari every month," one magazine said. The strength of these latecomers was insufficient to weather the turbulent 2007. Takano was not present at the table for the first contract renewal. L'Officiel Japon ceased publication with the February 2008 issue.

5/11 -- Following on from the new magazine "T Japan" by Shueisha and Asahi Shimbun