EGOÏSTE ADVERTORIALS

NICOLE WISNIAK: «“EGOÏSTE” N'EST PASBRANCHÉ. JE NE SAIS PAS CE QUE C'EST»
After a FIVE YEAR ABSENCE, FLAMBOYANT, PRESTIGIOUS, DIFFERENT MAGAZINE EGOISTE LAUNCHED IT'S 16TH ISSUE, IN TWO PARTS, EARLIER THIS YEAR. I NAIVELY CAME ACROSS IT IN THE FASHION CUPBOARD AT WORK AND WAS IMMEDIATELY SPELLBOUND BY IT'S SHEER SIZE AND THEN MORESO BY ITS AESTHETIC. THE BRAINCHILD OF NICOLE WISNIAK, EGOISTE IS SWIRLING IN A TIDE WHICH WASHES ASHORE EACH MONTH YET ANOTHER 'AVANTGARDE' TITLE , ANOTHER 1KG TOME OF GLOSSY FASHION PICTURES, TRYING TO BE STILL SOMETHING 'DIFFERENT'. YET EGOISTE IS VERY DIFFERENT, MOST OBVIOUSLY IN THE DISTINCT LACK OF COMMERCIAL ADVERTISING. INSTEAD, TOP BRANDS ARE STYLED WITH THE WAND OF  WISNIAK HERSELF, TO GREAT SUCCESS. tHE MOST RECENT PUBLICATION TO DO THE SAME OF COURSE IS RANKIN'S HUNGER MAGAZINE, but there is something about wisniak's black and white pictures - simply executed, and shot around the paris landscape we know so well -that have a charm eluded by rankin's superglossy studio shots.  ellen von unwerth is the sole responsable for photography, and she and wisniak make quite the team.
at a1 size and costing €35, it is less of a magazine and more of a piece of beautiful furnitUre. but its exciting that there are still people, or namely, a person, who is coming up with things you have never seen before. 

louis vuitton - this story ties in all those traditional heartpullers -the plight of the polar bears, the story of paddington bear and how he was lost and found, even those ellis island immigrant stories and the boats to new york - and somehow it sells you a suitcase more than if some skinny beautiful girl was holding it. frankly speaking, it will take a long long time for luxury goods companies to actually start benefiting the plight of the polar bears,  unless they stop all that ritual burning of stock and show accessories nonsense, but it's a romantic idea.

RUINART CHAMPAGNE - THIS SMALL FOUNTAIN POND, THE FOUNTAIN NOW EXTINCT, IS IN THE TUILERIES GARDENS JUST BEYOND THE ENTRANCE AT JUST WHERE RUE SAINT ROCH MEETS RUE DE RIVOLI. I OFTEN WALK BY IT ON MY WAY TO WORK, AND COME RAIN OR SHINE THE OLD MAN WITH HIS CART OF WOODEN SAILING BOATS WILL BE THERE, WAITING FOR AN EAGER YOUNG BOY TO RATTLE HIS MUM'S WRIST FOR A TEN MINUTE STOP.

LACOSTE - IT'S THE TENNIS-NET VEIL THAT DOES IT FOR ME. IF THERE IS ANYTHING I'VE EVER FELT BITTER ABOUT, IT'S TENNIS. I'VE TRIED MY HAND AT MANY AND VARIED SPORTS IN MY TIME - ICE DANCING, GYMNASTICS ON HORSEBACK, SKI RACING, LACROSSE - BUT THE ONE THING I COULD NEVER MASTER, NOT EVEN GRASP, WAS TENNIS, THE MOST SOCIALLY IMPORTANT AND WIDELY PLAYED OF THEM ALL. YEARS AND YEARS OF LESSONS HAD MY COACHES STUMPED AS I FAILED TO EVEN HIT THE BALL. TENNIS IS TRULY MY ACHILLES HEEL. SO THAT'S ME THERE IN THE NET-VEIL, JUST THERE FOR THE FASHION, AND FOR THE SAKE OF CAUSING TROUBLE...

CARTIER - MY FAVOURITE OF THEM ALL. ISN'T IT JUST GENIUS? NOW, A DIAMOND ALLIGATOR - SURELY THERE IS NOTHING MORE FLAMBOYANT? AS A CHILD WHO GREW UP IN A BED CUSHIONED WITH SOFT TOY SNAKES, LOBSTERS, WHALES AND PLATYPUSES IN LIEU OF THE USUAL TEDDIES, I THINK I WOULD RATHER HAVE A JEWEL-ENCRUSTED ALLIGATOR THAN A BAGUETTE-CUT ENGAGEMENT RING ANYDAY.