With the column “ELLE asks you to speak”, women’s interests and convictions were taken into account for the first time. The cornerstone of the magazine was its underlying tone of “Irony in seriousness, and seriousness in frivolity.” Inspired by her time spent in New York during World War II working as a journalist for major media titles, Lazareff began to develop her own concept for a women’s magazine whose key editorial approach was to provide women with exclusive and unparalleled access to fashion and beauty, while maintaining a closeness to its readers. On November 21st, 1945, the Russian-born, Paris-raised Hélène Lazareff launched a modern women’s magazine that would become a staple in every woman’s home in France, and later, around the world.
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