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July 12 2014

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Blasblog: The Dasha Divide

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The big talk of the fashion world continues to be Dasha Zhukova’s editor-in-chief appointment at Pop. “I feel like the elephant in the room,” Zhukova joked to me of her attendance at some of the shows in Milan. Indeed, a sense of skepticism about Zhukova’s magazine skills has been apparent. “I’m going to be the next queen of England,” one member of the English fashion press snidely e-mailed me, while another joked that Kylie Minogue was in line to be the next editor of Vogue. While Zhukova is remaining mum on what she has planned for Pop—we’ll have to wait till September for that—she’s assured many that she’s not trying to cash in on the legacy her predecessor has established. (And lest we forget, magazines
do change: Before it was a menswear style bible, Details was a music rag.)The Russian socialite is no stranger to doubt—or success: The clothing line she launched against the suggestion of many is a financial success (not to mention responsible for last year’s PVC pants trend). Many didn’t think she’d have the chops to open a museum in Moscow, but her Center for Contemporary Culture is now considered one of the foremost art centers operating today (to wit, François Pinault is lending Zhukova all of his Koons and Princes for a show later this month). Still, rooting for Pop and Zhukova has become taboo in some circles of the fashion industry, causing many to declare their neutrality. When Pop made its announcement that Daphne Guinness was named one of the mag’s new fashion directors, it came as news to the writer, designer, and muse, who was on vacation with Oscar de la Renta in the Dominican Republic. “I am so excited about Dasha, and I think she’ll do great, great things with the magazine,” she told me in a phone conversation. “But I would like to emphasize that I’m completely neutral here—I’m a free agent! Fashion is my family and I love everyone just the same.”

Photo: Neil Rasmus / PatrickMcMullan.com

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  1. jessiekthompson says:

    I think she’ll do a wonderful job, and I think everyone will be impressed by her. She seems to have a good head on her shoulders – and a pretty one at that.

  2. StyleContext says:

    The magazine industry is like a fraternity, which is very difficult to get into, she seems to have got it somehow, I hope she makes the best of it. Make she’ll bring something fresh.

  3. petergreat says:

    as soon as the press finds out about the romance dasha is having with a married russian businessman who is not abramovich, the relaunch of POP will be a hit on sales…

  4. refreorp says:

    Just a fantastic dialogue. Simply brilliant, nearly all of you! Thank you for this.

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