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Elle Japan history

The first Japanese fashion magazine “an・an ELLE JAPON”, was published in cooperation with ELLE and issued from Heibonsha Limited, Publishers (current Magazine House, Ltd) in 1970. The first issue released March 3, 1970. A blond haired model sporting a bonnet was photographed by Yoshihiro Tatsuki for the cover of the first issue.

Issued two times a month, on 5th and 20th of each month.

For a long time,  “an・an ELLE JAPON” was just the patchwork of Japanese original editing and ELLE’s contents from France, until “ELLE JAPON” became independent from “an・an”  in 1982.

In May 1982, “an・an ELLE JAPON” separated into two magazines: “an・an” and “ELLE JAPON.” The main reason for this was because the magazine under “an・an” was becoming focused more and more on Japanese contents as opposed to Paris and mode. For fashion lovers in Japan, Paris was still the place they dreamed about.

Heibonsha Limited, Publishers (current Magazine House, Ltd.) changed the independent ELLE JAPON from a biweekly to monthly magazine

(From May 1982 until April 1985 - issued monthly. From May 1985 until the end in June 1989 - issued biweekly).

Hachette Filipacchi Medias from France proposed to set up a joint venture with Magazine House, however, in the end it partnered up with Time Warner Inc. from the US to establish Time Hachette. ELLE JAPON became a part of this company and was reissued in July 1989. The July, August, September issued monthly, further - issued biweekly. In March 1995 ELLE JAPON again became monthly magazine.

With the success of ELLE  in the US, Hachette Filipacchi Medias began to manage all versions of ELLE  throughout the world. An art director from ELLE  in France would visit Japan to make sure that there was a unity in visuals. However, the Japanese style to write in vertical lines, character set and font (submitting data for printing, the prototype of DTP, had just started at the editorial department) wasn’t what ELLE  in France wanted.

In the May 1997 issue of ELLE JAPON,  the words “ELLE has changed!” were splashed across its cover.

 

Up until that point, ELLE JAPON  under Time Hachette Japan was able to keep up its reputation by following the footsteps of its French version. However, with the launch and success of ELLE  in the US in 1985, the parent company Hachette Filipacchi Medias was reviewing its global strategies to further expand. At such a time, ELLE JAPON  was seeking measures to revamp its status.

Akiko Mori was singled out to be the new editor in chief by the president Masayo Ishibashi and the international director of the parent company.

 “When I asked the international director what was expected of me as editor in chief, I was told that I must first succeed in the business. My response to the director was that I would completely change the ways of the magazine and even do things that were considered taboo. Having verified that the company was ready to change ELLE,  I accepted the offer,” explains Ms. Mori.

This is how the revolutionary ELLE JAPON  began.

See the cover galleries of Elle Japon, the eastern (the 1 part) and western (2 part).

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