Letter From The Editor: Future Forward

In summer of 2011, I was living in downtown Los Angeles, taking public transport to my print magazine internship by day, and finishing up classes at USC at night. Rihanna and Calvin Harris had just released a song called We Found Love, and it felt like everyone in LA was swaggering around in skinny jeans and Rag & Bone ankle boots. Meanwhile, up north in Toronto, Canada, three friends came together and decided to start Coveteur, a blog showcasing cool people’s closets and personal style.

I don't remember exactly how I first came upon it, but soon, I was reading Coveteur daily. The photography, sleek design, and voyeuristic look into stylish strangers’ personal spaces resonated deeply within my curious (nosy) soul.

Since then, Coveteur has gone through many rebirths (haven't we all?). Today, 14 years later, it feels surreal to be bringing back this beloved publication as the new Editor-in-Chief, a role my younger self, poring over magazines in her childhood bedroom in rainy Seattle, could only dream of.

The first thing I did was go straight to the Coveteur archives, which was a true blast from the past (I am, however, really glad I came across the story of Grace Coddington discussing social media in 2016, and also this one of her holding her cat. A true icon.) Combing through old stories, I realized the intimate way each one was told—in that signature undone, yet elevated Coveteur POV—still feels surprisingly relevant, even timeless, in our current world of AI, algorithms, and cookie-cutter content.

With that in mind, Coveteur will be expanding our coverage of fashion, beauty and lifestyle through this highly-intimate lens, and continuing to redefine what luxury looks like and how it evolves. But even as we get back in touch with our roots, we're very much forging ahead.

I come from the beauty world, where culture and identity is deeply enmeshed with the way we cover products and trends. It's never just serums you apply or makeup you buy; there's always a deeper story to tell of how those choices reflect you, and make you feel, and I think that applies to fashion, too. I always loved reading Coveteur because its stories always dug deep into the “why” while everyone else covered the “what”—and in an age where it feels like AI might take all of our jobs one day day (too bleak?) and a media industry that feels shaky at best, I still believe spotlighting personal style, and sharing words and images that can make someone feel inspired, moved, and seen is a reason for a site like Coveteur to be brought back, and to exist.

Did I mention, we have a brand-new, all-star team of editors and contributors? They're all deeply passionate about the knowledge they’ll be sharing with you each day, both on-site and social. I can't wait for you to meet them all.

Speaking of which, give us a follow @coveteur. Our on-the-ground social team is creating a whole new world of content to inspire and delight you. We’ll bring you along as Coveteur editors travel the world, go backstage, and get ready (or debrief post-event) with smart, creative, interesting people who are doing smart, creative, and interesting things.

Lastly, as a woman of color and first-generation Chinese American, there’s nothing more important to me than leading a brand that champions diverse artists and creators. It would have meant everything to my younger self to have seen people who looked like me in the magazines I loved, and the responsibility of leading one today is not one I take lightly. My hope is that Coveteur will be able to collaborate with diverse and underrepresented talent around the world, giving more people a platform to showcase their photography or write their hearts out. Stay tuned for more on that front (in the meantime, my inbox is open!).

Cheers to new beginnings—and to warm, inspiring places on the Internet still needing to exist.

And to my younger self getting on the bus each day to her editorial internship in LA, or anyone who dreams of telling stoies: keep going (but maybe get your license).

- Faith Xue, Editor-in-Chief