Kim France founded "Lucky" and was its first editor-in-chief, a position she held for almost ten years. Brandon Holley replaced France as editor-in-chief in 2010. In June 2013, Eva Chen replaced Holley as EIC of "Lucky" after a source revealed that "while Holley was digitally savvy, she lacked vision and fashion experience thus the publication lost its style credentials". Chen's approach of featuring unknown fashion bloggers while recruiting expensive, upscale stylists like Carlyne Cerf de Dudzeele and legendary photographers like Patrick Demarchelier caused Lucky’s newsstand sales to fall even further by 15.8% in the first half of 2014 to 84,255 due to its high price point. Chen later resigned from the post in April 2015.