Cofounded in June 2013 by Jean-baptiste Pauchard and Prosper Keating with the legendary Steve Hiett as Art Director, 7 POST was produced as a tabloid format print journal in the Paris offices of the London-based company Highway Production Ltd until the summer of 2015 and an unsuccessful attempt by shareholders, including Libération newspaoer co-owner Bruno Ledoux, to oust Pauchard as President of the company. Ledoux subsequently sold his 31.6% shareholding for €1 and repossessed 7 POST's 200m2 Paris offices on the rue de Rivoli.
The double Issue Zero was freely distributed during Paris Fashion Week in the Fall of 2013 with its own branded Augmented Reality and 3D application for smartphones and tablets. The idea was that the print issue act as a trigger for the 7 POST App although the application, incorporating scanning software, could be triggered by codes and images reproduced through any medium.
Initial interest from advertisers dwindled after Apple Store excluded the 7 POST App from its servers for reasons never fully explained but probably related to some the magazine's edgier content. Although more than 85% of smartphones and tablets use Android operating systems, Planet Fashion and the publishing industry remain faithful to Apple and their iPhones and the decision-makers controlling a brand's advertising budgets could not download the 7 POST App during meetings.
The first commercial issue of 7 POST went on sale in the Fall of 2014 with a world print exclusive of the now famous HOMAGE series realised by photographer Sandro Miller and actor John Malkovich. 7 POST #1 was followed by four issues, 7 POST #4 and #5 beng bundled with special Men's editions, the second of which was entirely shot by Ellen von Unwerth. 7 POST #5 had a double cover featuring top models Diana Moldovan and Alena Blohm, the latter shot by Steve Hiett.