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L’Officiel Hommes Names Andre Saraiva Creative Director

Godfrey Deeny
May 12th, 2011 @ 11:28 AM - Paris

L’Officiel Hommes, the quarterly French men’s fashion magazine, has named Andre Saraiva, the graffiti artist and nightclub entrepreneur, to be its new creative director.

Saraiva succeeds Milan Vukmirovic, the retailer and occasional photographer, who had led the title for the past four years.

Born in Sweden to Portuguese parents who then moved to Paris, Saraiva, 39, is a somewhat unlikely choice given his lack of editorial experience. But what he lacks in magazine know-how he will more than make up in terms of insider cool and connections to creative types.

“Today, in picking up the future of L’Officiel Hommes, this contemporary heir-in-law of the modern “warholism” not only follows the fashion fields for which he is passionate, but he actively influences them,” read the L’Officiel Hommes press statement in somewhat mangled English grammar released on Thursday, May 12.

A noted artist, famed for his stick tag figures and “Mr. A” graffiti seen throughout Paris, and indeed Europe, Saraiva is, however, probably better known for his involvement in the world’s coolest small clubs. Le Baron in Paris is where Mick Jagger threw his birthday fete and where Balenciaga’s Nicolas Ghesquiere hosted his post show party; while Montana in St Germain is hottest club in Western Europe. Saraiva also “curates” Le Bain, the club with an interior swimming pool on the rooftop of New York’s Standard Hotel, owns with his partner Lionel Bensemoun, Le Baron Tokyo and is due to shortly open Le Baron New York in Chinatown.

“I want my friends and all the inventive people who I know in our clubs and in life to participate in L’Officiel Hommes. It’s going to be great,” Saraiva told FWD.

L’Officiel Hommes, which is published by Les Editions Jalou, the owner of such titles as L’Officiel de la Mode, Jalouse and L’Optimum, boasts nine international editions - France, Italy, China, Germany, The Netherlands, Ukraine, Greece, Morocco and South Korea.

The news is something of a double whammy for departing editor Vukmirovic, who was dismissed from his position as creative director of Italy’s Trussardi Group in March.

Vukmirovic is probably still best known for being one of the founders of famed Paris concept store Colette, where he was creative director and main buyer. As editor-in-chief of L'Officiel Hommes he was notable for attending few runway shows – preferring private appointments – and filling the magazine with his own fashion photography.

That policy will end the arrival of Saraiva, who prefers to be called Andre. Even the press release announcing his new job, never mentioned his family name.

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