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fashion-memopad

Elle Man Set to Launch in France

The men’s magazine will hit newsstands on Oct. 3.

Matthias Schoenaerts fronting the cover of the first issue of Elle Man

Matthias Schoenaerts fronting the cover of the first issue of Elle Man.

Photo By Paul Smith

HIS TURN: Belgian actor Matthias Schoenaerts fronts the cover of Elle Man, a new magazine being launched by French media group Lagardère — Elle’s publisher in France — starting next month.

The headline reads: “The New Brando.”

“He has a great style and potential — just like the magazine,” Elle Man editor in chief Edouard Dutour told WWD.

There are other commonalities. Schoenaerts, of “Rust and Bone” fame, is 35 years old — the magazine’s core age target, added Dutour.

Erin Doherty, fashion editor in chief of French Elle, oversaw three shoots in the premiere issue, such as one on denim featuring rapper Theophilus London and DJ Kodinski.

Other contributors include comics artist Joann Sfar and author Marc Dugain, who wrote a satirical piece called “Bill Clinton, First Lady.”

Elle Man is set to hit newsstands on Thursday with a circulation of about 150,000 copies. The first issue has 194 pages, of which 50 is advertising from the likes of Dior and Yves Saint Laurent fragrance. The cover price will be 3.50 euros, or $4.70 at current exchange.

A second edition is slated for sometime early in 2014, and Lagardère plans to publish the magazine as a bimonthly from then on.

Dutour said he hopes up to 20 percent of Elle Man’s readers will be women.

The new magazine comes hot on the heels of Lui and Vanity Fair France, which hit newsstands over the past few months.