EDITOR'S LETTER —— S/S 24
Words Youri Huijerjans Photography Ahmed Al Jazar
"Life is too short to spend it on just one thing". This season, we would like to further welcome
you into our forever refuge and take a moment to reflect on all the things we can look forward to.
The list of random things that bring me joy feels almost astonishingly approachable. A late evening cup of tea and meaningful conversations with friends. A sudden, soft peck on the cheek. Bulgarian roses. Endless browsing and reading in bookstores. Lainey Wilson's magnificently bittersweet "Watermelon Moonshine". The rich scent and accompanying nostalgia of the butter wafers made by our old neighbors' family-owned bakery. My date's perfectly subtle smile lines that are slowly starting to appear. An after-work tennis session in the sun. Romantic comedies of the early 2000s/2010s. A good cry every once in a while. Solo dance parties to Natalie Cole à la Ally McBeal. Those first bites of comforting homemade Greek biftekia or stifado at the end of a long day. Collecting interior decor inspiration. The Dutch word 'lief', which has no completely definitive translation. No Doubt's recent Coachella reunion. Re-binging old episodes of The Wendy Williams Show. Butterflies (the stomach kind). Taking myself out for lunch or dinner. @yhasminatiphaine on Instagram. Discovering a new signature fragrance. Rushing to the newsstands to pick up a copy of my favorite magazines on release day. Golden Retriever and German Shepherd pups. Charcuterie boards (the gluten-free kind obvs). Daniel Roseberry's creations at Schiaparelli. Kate Hudson's new album. Seeing my friends and family thrive. Juma Al Haj's artworks. Writing personalized Thank You notes and correspondence cards for every occasion. Everything on this list is so apparently me. However, they are not all part of my every day. Why is that? I couldn't tell you really, other than it seems that in today's world, convenience, and certainly indulgence isn't something we seem to have prioritized.
When we do consider pleasure, in the broadest meaning of the word, it's either in the context of a guilty kind, or in the commercialist framing of 'treat culture'. With NBC's Parks and Recreation's famous "Treat Yo Self" catchphrase immediately coming to mind. Somehow, society has casually conditioned us to believe that we must earn or win in order for us to sparingly enjoy the things that make us happy. Think of having to complete those Wipeout obstacle courses before you get to celebrate an hour of silence without your kids or having to ace an advanced high maths exam so you can have a cookie. Crazy. And yet, we make it so difficult for ourselves. It's much easier to relish those moments without someone or something jumping down your throat declaring it hedonistic or even worse; lazy. It wasn't until recent times where leisure and consumerism have soared to an all-time high and wellness is no longer seen as a byproduct of existence. Despite these many privileges that surround us, our current world is fraught with danger and tragedy. Arguably more so than in previous ages, given the current political jeopardy and the incessant humanitarian horrors occurring in Palestine, Congo and Sudan to name a few. Yet, many have become very comfortable in their trouble-free bubble and conveniently turn a blind eye, let alone take action. We could easily succumb into the notion of caving into life for the sake of doing what we should be doing instead of what is right. But where's the joy in that? And how do we justify it? A life with no pleasure is just as threatening as one with an excess of it.
From the earliest conversations in our content meetings at YouriHuijerjans.com — before we even published any recent material — we have been on a continuous pursuit of evolving our heritage. This season, we want to further welcome you into our forever refuge - a place where we look forward to giving back and creating more extraordinary moments together. In the next months, we are thrilled to launch a special capsule project featuring a limited collection of original stories. The series, defined as "a balanced combination of Will & Grace, Sex and the City and a touch of MasterChef (Junior)", serves as a love letter to my generation. In ways, both poignant and comedic, it offers fresh perspectives on what it means to navigate the challenges and triumphs of friendship, dating and careers, through the intermeshing relationships of four twenty-something year olds in the modern Californian culinary world. "It's an exploration of the myth 'having it all' and how this is regarded by the different walks of life", friend, writer and long-time collaborator Gautier Bensímon previously noted. The initial idea was created after a lifetime of shared appreciation for television. And now, over four years later, with a few tweaks here and there, we finally have — Chasing The Sun. A 7-episode series that has once again brought my team and I to the beloved writer's room. The first part, competently titled "One", is scheduled to be released in late September of this year.
What I enjoy most about writing is that it allows you to connect with your audience on a very deep level. And in a weird way, it's also like having a conversation with yourself. For much of the creative process for this season, we sought inspiration by retreating to the countryside and going unplugged (and no, not the cool MTV version from back in the day). Nonetheless, an occasional break from the usual routine — though I hate using the term "detox" — can do wonders. It's very peculiar to me that a world without the overkill of modern-day technology has become such an unusual reality. Let there be no mistake, I'm lucky enough to have experienced most of my childhood before the big social media boom, still we can all agree that it wouldn't hurt us to pick up a book more often rather than the usual 2-hour Instagram reels binge. Much like the various character arcs in 'CTS', the intention behind our work here is to keep it authentic, rather than getting lost in the surrounding noise of whatever people think it should be. Here, I just want to tell my truth and be an open channel for change, even though there are times when I have no clue what's going on. The beauty of storytelling lies in the hidden meanings between the lines. Not every narrative has to feel like it's from the beginning, middle and end. Whatever it means to the person who is reading or listening, it can take on that significance. For that reason, it doesn't require to be perfect. And that makes it all the more joyful. This summer, we encourage you to worry a little bit less about the "shoulds" and emphasize just being more. I'm starting today.
-
Life is too short to spend it on just one thing. So, why should we limit ourselves when we can have it all? Just like it says in the title, this season we appreciate the little joys, give back and take a look at everything we get to look forward to. Because that already is an invaluable blessing in and of itself. I have come to realize that you only need a few superheroes by your side to achieve remarkable feats; to craft compelling, interesting work that allows you to be the best version of yourself. That's why I dedicate this issue to my extraordinary team and friends who contributed, even in the smallest ways. Thank you for your continued love and support, always.
​
YouriHuijerjans.com pledges to donate 100% of all collective advertising revenue to the Palestine Children's Relief Fund, which commits to providing urgent humanitarian care and medical relief to the children and families of Gaza. To learn more about their efforts, click here and get involved today.