Nowadays the cover-pages of women's magazines feature more and more sexrelated catchers. However, these are simply selling points compared to Bagatelle, in 1993 and 1994, 'the first women's magazine to undress men'?, devoted entirely to women's sexuality. Because this magazine defied the conventions of the women's magazine sector, while clearly identifying with it, its study reveals the logics underlying the sector: enunciative and cultural construction of the editorial line; play on 'feminine'? identities; and role of marketing. The authors show how modes of justification of innovation as a goal in accounts of desire result in a fragile compromise attesting to tensions and taboos in women's magazines, while anticipating certain current trends.