Lui is a French adult entertainment magazine created in November 1963 by Daniel Filipacchi, a fashion photographer turned publisher.
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 market 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. It was anyway a semi-clandestine circulating material, not allowed to be freely displayed or admittedly bought. In this sense Playboy changed the way 'soft-pornography' (become more respectfully 'adult entertainment'), can be publicly circulated.
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.
It featured a pin-up by Aslan.