In summer of 2011, I was living in downtown Los Angeles, taking public transport to my print magazine internship by day, and finishing up my classes at USC by night. Rihanna and Calvin Harris had just released a song called We Found Love, and everyone in LA was wearing skinny jeans with 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.
A few years later, I stumbled upon Coveteur during my first week as a beauty editor. Immediately, I was sucked in. The high-flash 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, as have I. 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.
For our relaunch, the first thing I did was go straight to the Coveteur archives, which provided a treasure trove of memories and inspiration. Clicking through old stories is a portal to a bygone era (RIP statement necklaces), yet I realized the intimate way each story was told—in that signature undone, yet elevated Coveteur POV—still feels relevant, even timeless, in the context of fashion media today.
In Coveteur’s new chapter, we’re expanding our legacy and our coverage of fashion, beauty and lifestyle through this highly-intimate lens. Coveteur has always explored the “personal” in personal style, digging deep into the “why” while everyone else covers the “what”—and in an age where it feels like AI might take all of our jobs one day (too bleak?), telling stories that can make someone feel inspired, moved, and seen is a reason for a site like Coveteur to be brought back, and to exist.
For those who’ve been with Coveteur from the beginning, you’ll be happy to know we’re bringing back our original logo, and our signature closet tours are returning in a fresh new format. I hope they show you a side of your favorite celebrities and tastemakers you’ve never seen before.
But we’re also entering an exciting new chapter. I come from the world of beauty, where culture and identity is deeply enmeshed with the way we cover products and trends. I’m excited to bring that perspective to Coveteur’s new era. We have a brand-new, all-star team of editors and contributors who are photographers, fashion and beauty obsessives, gallerists, design pros, vintage aficionados, and more—all experts in their fields, and all deeply passionate about the topics they’ll be sharing with you each day, both on-site and social.
Speaking of social, 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 go backstage, sit front row, and report live from the red carpet (though we’ll also be there for the getting-ready before, and the debriefings after—which usually end up being the best part of the night, let’s be honest).
And 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 creatives, writers, creators, and dreamers. My hope is to leverage Coveteur’s social reach to discover new and underrepresented talent around the world, giving them a platform to showcase their work and tell their stories. Stay tuned for more on that front.
I hope you’ll join Coveteur for the journey ahead as we celebrate good taste, unique style, and all the wonderfully-imperfect parts in between.
Cheers to a new era—and many more to come.
– Faith Xue, Editor-in-Chief
