15 years ago, on May 31, 2007, among all the website domain names registered that day, there was one in particular. It started with “Good” and ended with “Gueule”.
Found almost on a whim, the goal was to have a friendly, affectionate and authentic name. On May 31, 2007, the very first brick of BonneGueule was laid. Fifteen years on the web is an eternity, especially at a time when the first iPhone wasn't even on the market.
There was no 3G, and newspaper journalists wondered why men would go and read three kilometers of content on the finishing touches of a shirt by young people who weren't even journalists, barely adults, and who didn't even live in Paris, mind you!
And yet… and yet… “always believe in your dreams” as DJ Khaled would say.
I can't express enough how much I still struggle to achieve this completely crazy thing that has been built over the last 15 years, through many trials and support. And it’s thanks to our team, thanks to our loyal readers and customers.
In 2007, I had absolutely no idea what awaited us. In 2022, I still see a little more clearly for the next 15 years.
BonneGueule's 15th anniversary was an opportunity for us to take a look in the rearview mirror, to remember what fashion was like in 2007. I took part in the exercise as did Nawal, Jordan and Vincent Grégoire. from the Nelly Rodi trend firm. Comments filmed, edited and commented by Maël. Flashback on trends.
When I remember fashion 15 years ago, it is above all Heidi Slimane (we were already talking about it in 2012 ) who pops into my head. Artistic director of Dior Homme , he is at the top of his art, and imposes a very fine and narrow masculine silhouette.
An explosive mix between very fitted tailored pieces (like blazers ), with that little extra thing specific to Slimane, and pieces straight out of the rock universe , like coated jeans or leather jackets . There was almost a touch of romance in these outfits.
Hedi Slmane in 2007, then artistic director of Dior Homme. (Credit: BILLY FARRELL/Patrick McMullan via Getty Images)
Just afterwards, I discovered all these high-quality Parisian designers who no longer exist today, like Melinda Gloss or Marchand Drapier , spearheads of an elegant, sensual Parisian wardrobe, with very high-end materials, and with a unexpected detail.
In 2007, for men who were interested in clothing, the ultimate sophistication was to be chic, to be elegant, to be fitted, but not too much.
At the same time, it was also the golden age of "jeaners", these apparently all-powerful jeans brands: Diesel , Replay, Energie, G-Star in a very denim universe which dressed the wealthiest teenagers, while that Cheap Monday had taken slim jeans to the extreme, inaugurating a new category: very close-fitting skinny jeans.
LONDON - OCTOBER 21: Cheap Monday - London, window display 2014 as Part of the World Fashion Window Displays on October 21, 2014 in London, United Kingdom. (Photo by Ben Pruchnie/Getty Images)
It was definitely an era with a creative abundance that was welcome, especially after the 80s and 90s, periods of clothing that had not yet come back into fashion.
To see episode two of fashion developments between 2007 and 2015, it's here:
