[section two] captions and credits 3 [section three] general rules 6 [section four] designer names 13

Lucky

STYLE GUIDE JANUARY 2008.hsn

Webster’s Collegiate Dictionary (11th edition) is the first reference. Use the first spelling offered and cap when the entry is capped or when the definition says “always cap.” (Do not cap words described as “often cap” or “usually cap.”) For second fashion-related reference, consult Fairchild’s Dictionary of Fashion. For style questions, consult The Chicago Manual of Style (15th edition), The New York Times Manual of Style and Usage, Words Into Type, Bernstein’s Careful Writer, and Webster’s Geographical Dictionary.

table of contents

[section one] basics 2

[section two] captions and credits 3

[section three] general rules 6

[section four] designer names 13

[section five] numbers 19

[section six] standalone cities 21

[section seven] word list 22

[section eight] banned and endangered word list 28

[section one]

basics

_* Always use a serial comma.

_* Always use spell check.

_* Don’t start a line with an em dash, ampersand, or ellipsis.

_* Do make sure there’s a minimum of two lines of text below any subhed that appears near the bottom of a column.

_* Use true ellipses (keyboard command: Option–;), not three periods. Separate ellipses from text with a space on either side.

_* Don’t break words that aren’t hyphenated and avoid ending two consecutive lines with hyphens whenever possible. (If text is set in ultra-thin columns, it’s okay to occasionally break very long words, but only after a prefix: e.g., break “super-moisturizing” after “super.”)

_* Avoid repeating words in the same story, particularly on the same page.

_* Omit the possessive s on all words ending in s:

Los Angeles’ best restaurant

_* Store and product names are not all capped unless they are acronyms. They follow headline capitalization style.

DKNY (acronym for Donna Karan New York)
Face Stockholm (not FACE)
To the Max (not The)

_* No letters in phone numbers, with these exceptions:

800-H-BENDEL (Henri Bendel)
888-8-BARNEYS (Barneys)
800-MFIELDS (Marshall Field’s)
800-7-BEAUTY (Nordstrom)
877-FINDJCP (JCPenney)
800-DIAL-ANN (Ann Taylor)

_* All prices are rounded up to the nearest whole dollar value,
except in the following sections, where cents are included:

Lucky Breaks
Local Listings
Shop While You Contribute
+ Luckymag.com

[section two]

captions and credits.

Lucky is all about captions. For best results, look at the relevant section in the most recent issue of the magazine. Keep in mind that caption styles are somewhat flexible and should work with the design.

In general, order should be: Product, prose, price, place:

RIBBON BUD VASE Beyond impractical yet very appealing, the soft satin weave turns a basic bowl into an arty statement piece.
$120, HABLE CONSTRUCTION, 877-422-5304
[Note: no punctuation needed between elements when those elements are formatted in different fonts]

A caption consisting of a single incomplete clause does not take a period.
When a caption contains a colon, it ends with a period, even if there is no complete clause.
Use postal abbreviations when the state is given in captions:
“OLIVER SWIFT” JACKET, $249, BURBERRY. JOHN’S COATS, ASPEN, CO, 303-864-9986
See the standalone list (page 22) for cities that can run without states.

For Stores versus For Locations
As needed, credits include “for stores” when the designer has no retail outlets (and the featured item may be found at a variety of stores) and they include “for locations” when the featured items are available specifically at the designer’s locations:

Badgleymischka.com for stores
Bananarepublic.com for locations