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.
[section eight] banned and endangered word list 28
* 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.”)
* All prices are rounded up to the nearest whole dollar value,
except in the following sections, where cents are included:
Shop While You Contribute
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
Order should be: Brand and name of product (in color), prose, price, followed by store, phone, and/or URL info
bed head brunette goddess conditioner The soy and wheat proteins in this butter-thick cream are specially blended to boost sheen in brown shades.
$18, tigilinea.com for locations
Pay close attention to the use of commas and periods. Product info comes from the Credits department, is verified by Research, and primarily styled by Copy. Remember to always look at the appropriate column or section in the most recent available Lucky to ensure that the styling remains correct. Here are some examples:
When the designer and store info are different:
Satin briefs, $40, Emilio Pucci. Julie’s Clothes Shop, NYC, 212-888-4338
When the designer and store are the same, the caption gets condensed: Satin briefs, $40, Emilio Pucci, 212-888-8888
Or the more abbreviated form:
Satin briefs, $40, Emilio Pucci, pucci.com
Or when designer and store are clearly the same and not easily confused, the most abbreviated form:
Satin briefs, $40, gap.com