“Lui was a French adult entertainment magazine created in November 1963. The objective was to be bring some charm «à la française» to the market of man-only magazines, following the success of Playboy in the USA, launched just a decade before. France, indeed, in the first half of XXth century had an outstanding reputation for erotic publications, feeding also foreign markets and inspiring also ersatz France-flavoured magazines abroad, when, for example, US publishers used French-assonating titles like Chère and Dreamé or placed tricolour flags on the covers, attempting to attract the casual buyer. This magazine was particularly successful from its origins to the early eighties, featuring many B-List but also prominent French actresses, such as Brigitte Bardot, Mireille Darc or Marlène Jobert. Its motto was Lui, le magazine de l’homme moderne.”
