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EFM goal was to interview the
Fashion Editor of ELLE Russia.
Thanks to Fashion Editor Nina Nabokova, I
was introduced to Editor at Large Elena Anurkina.
Elena was very delighted to answer all of
my questions and as Nina says, “she is great.”
Elena
Anurkina is the former editor of ICONS magazine and Life
Style editor of Vogue Russia.
Elena’s didn’t start in the fashion industry. “Funny
thing: as a child I wanted to be a professional dance
performer or a singer.
I also use to read a lot. I
was born in a small town in Belarus.
I lived there till the age of 26.
I then decided to move to Moscow.”
Elena is married and is the mother of two.
She earned a Master’s degree in linguistics, “two
years of experience as an interpreter at a huge state
oil refinery enterprise.
In a year after my move and relocation all of a sudden I
started my career in media (occasionally and rather for
fun I participated in Vogue Talent Contest and won it).
Four years at Vogue, development from a scratch and
launch of ICONS magazine, as well as a bit of editing
for AD Russia and Fashion TV Russia. In summer 2008 I
joined ELLE DELUXE editorial team at Hachette Filipacchi Shkulev.”
I wanted to
know how Elena became the Deputy Editor-in-Chief of ELLE
DELUXE. She
felt that it was the opinions of the company authorities
to answer my questions.
“They know better and see ahead.” She says to me.
But in her own words, “I can say that after nine
months
of working as Deputy Editor-in-Chief for ELLE DELUXE I
was made an offer and took the challenge. And since then
I have worked hard. Really. But I love it.”
Since Elena didn’t have a degree in Fashion I wanted to
know if she always had a love for fashion.
“Naturally,” she says.
“are there women that do not love fashion?
I think it’s innate.
And global.”
Elena shares with me what her day is
like at the ELLE Russia office. “I think my day is much
alike your day as editor-in-chief and any other
editor-in-chief in the world.
Meetings, discussions, web-surfing, e-mails,
brainstorms, hundreds of phone calls, lots of coffee,
occasional cigarette.
And constant eye on competitors and search for
means of leaving them behind.”
Working for ELLE Russia as the
Editor at Large comes hectic schedules.
How does she keep herself organized and balanced?
Elena responds. “Just keep doing and moving.
Found efficient assistant.
Sleep at night; get up early, have breakfast and
lunch. Do
morning exercises every day together with my husband and
my children.
Smoke less. Laugh more.
Avoid TV. And regularly go shopping.”
Elena told me that ELLE Russia,
“rather have contributing authors, photographers,
stylists, etc.”
Elena looks for in an intern or an assistant, “he
or she has to be young, fashion and style-conscious,
smart, curious, eager to learn, with good sense of humor
and healthy to be able to work hard.”
It’s a very
long process in choosing a model or an actress for a
cover, a lot of brainstorming.
Much goes into it, “it’s a long story,”
she says, “that’s all I can say!”
Is there any
difference in ELLE Russia vs. ELLE United States?
“It
is not more than the difference between Russian women
and market and the American and not less either.”
I
am not at all closed minded to fashion from around the
world. I
love Moscow Fashion Week.
So of course I had to ask Elena if there were any
Russian designers to look out for. “Alexander
Terexov, Igor Chapurin, Alena Akhmadullina, Serguey
Teplov, Konstantin Gayday, Arngoldt, Biryukov, Pustovit,
IRFE. And the number of young and talented Russian
designers grows and grows from year to year. Some of
them already participate in Paris, Milan, London and
New-York fashion shows.”
Who are the
“it” Russian models to look out for?
“Yes
there are - Sasha Pivovarova, Tanya Dyagileva, Natalya
Vodyanova, Vlada Roslyakova, Natasha Poly, Ranya
Mordanova, Anna Seleznyova.
To name a few.”
Elena says that the fashion trends
in Russia are, “the same as in the world.
What is special about Russia is that our women
really follow them.”
In Elena wardrobe she cannot live without her,
“little black dresses (and not only black), high heels
and earrings.”
Elena shared with me great
advice, and describes her work ethics.
“Read/watch magazines and the media.” “Do your
best. Work
hard. Stay
tuned involved passionate and open-minded.
Be original.
Trust yourself.
Keep learning and sharing.
Do not cheat. Treat people with love, sympathy
and respect, especially competitors.
Bring big money to your company on a regular
basis so they have means and grounds to pay you ‘big’
bonuses!”
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