“We started out of our Gmail, profiling our friends,” says The Coveteur creative director Jake Rosenberg, on a break from documenting the homes and wardrobes of the fascinatingly fashionable for thecoveteur.com. “It was the beginning of the trendsetter explosion, and we were there to focus on the details, from what books they were reading to what they were wearing to who inspires them.”
That was five years ago, and “we” were Toronto’s Rosenberg, Stephanie Mark and Erin Kleinberg (the latter is no longer with the company). Now, the brand introduces its first book, The Coveteur: Private Spaces, Personal Style ($39, Abrams).
The 40-plus subjects shot in Rosenberg’s trademark bright flash include everyone from fashion director Caroline Issa to cool schooler Tavi Gevinson to Tokyo DJ Mademoiselle Yulia. Recently, The Coveteur transplanted its offices to New York City, and today, sartorial inventories are just one type of content among 10 lifestyle posts published daily.
“I’m always asked who my favourite people were to photograph,” says Rosenberg. “Hugh Hefner? Oprah? I love showcasing the people behind the scenes who are creating trends, and putting together this world we live in.”
Scroll through for a peek inside the book!