A look back.
Coveteur started a decade ago with the sole purpose of showcasing the lives and wardrobes of the people in the fashion industry who inspired us. The mission was to give readers a behind-the-scenes look at people, places, and spaces they were unable to see anywhere else. Let's keep in mind that a decade ago, social media was not what it is today and having access to people's homes and sacred spaces was not as common as it is today—where every scroll through Instagram shows off someone else's kitchen or new clothing purchase. When we were invited into our subjects' homes, it was exhilarating—we were in the presence of people we had admired our whole lives and who would go on to change our industry: think Oprah, Grace Coddington, Jen Atkin, a new start-up called Bumble, and so on.
As word of a new site that was run from Canada started to spread, we started to get the opportunity to work with brands creating content and partnering for events. As unreal as it was to meet the people we admired, working with brands such as CHANEL, Dior, Louis Vuitton, Sephora, Estée Lauder, and more only added to the surreality of what we were doing—so much so that we even dubbed our work activities as "fake life" since everything was so over the top and unbelievable. We traveled to Paris. We had private tours of the Burj Khalifa, and Ski Dubai was closed down just for us. We went to Tokyo, China, Brazil, Australia, Copenhagen, Hawaii, Spain, Italy, and the list goes on and on—all to be able to get up every day and do what we love with amazing people.
Of course, as time went on, both the site and its content changed. We moved our HQ from Toronto to New York and focused on expanding into different categories, adding new types of content, and continued to find ways to stand out from all the noise online. As we embark on our next 10 years, the goal is to get back to our roots—to peel away the franchises and articles that don't serve us or our readers and that aren't who we are at our core: a site that provides unparalleled access to people, places, and things that shape today's cultural conversation. As the world continues to change in ways we never expected, and content gets thrown at us at warp speed, going back to what truly inspired us in the first place and adopting a more refined focus feels both fresh and necessary.
I hope you will not only join us as we look back on 10 years, but will also stay tuned for the ride ahead.
From the bottom of my heart, thank you all for your continued support—without you, none of this would have been possible.
—Stephanie Mark, Co-founder