Fashion Media

1. Publishing Platforms. The main platform is Telegram (56,180 subscribers). The channel is managed by Katya Fyodorova—former Director of The Blueprint, and former editor for Vogue, Grazia, and Interview. Comments below posts are also present, which transforms the audience from passive observers into active participants.2. Content Adaptation. Content is not duplicated from other platforms; it is created originally for Telegram. The format includes authorial reflections, digests, reviews, and opinion columns. Every post stands as a standalone piece, tied to the current agenda.3. Visual Style. High level of visualization: every post is accompanied by photographs and video materials that subscribers can zoom in on, save, and forward. The visual aesthetic is sophisticated yet unembellished—the content remains the primary focus.4. Tone of Voice. There is a strong authorial voice—every fact is presented through the lens of the author’s personal perspective. Professional terminology is frequently used («collaboration, ” „advertisement campaign, ” „fashion influencer, ” „celebrity“). However, the communication remains relaxed and informal—posts often lack the typical media headlines and subheadings. The author engages on equal footing.5. Audience Likes/Dislikes. The average views per post are 6,572, which is significantly lower than the total number of subscribers. The channel publishes infrequently—only 17 posts per month—but it is consistent. The audience reads the content, but reacts rarely.

1. Publication Platforms. Telegram is the primary platform, with 72,454 subscribers and ranking 295th in the «Beauty» category. The author is Alyona Goryacheva. Additionally, there is a presence on MAX.2. Content Adaptation. The content is created for Telegram but is also present on the MAX platform—suggesting an attempt at cross-platform presence. However, there is no systematic adaptation for different platforms.3. Visual Style. The content focuses on influencer topics, trends, and Pinterest aesthetics. The visuals are bright, modern, and heavily oriented toward visual appeal.4. Tone of Voice. The channel name («The Devil Wears H&M») sets an ironic, democratic tone. The channel covers «fashion, beauty, and other current trends» and attracts a wide audience without being snobbish.5. Audience Feedback (Telemetry). The average reach per post is 6,514 views, and the average number of reactions per post is 113. However, over the last 30 days, there has been a loss of 433 subscribers. This suggests that while the audience is engaged, the channel is losing followers, possibly due to a lack of content freshness or increasing competition.6. Tools and Advertising. Tools: posts with photos and videos. The channel likely utilizes Telegram Ads. The creatives are probably highly visual, emphasizing aesthetics and virality.

1. Publication Channels. Telegram is the primary platform. It has 434,527 subscribers and ranks 8th in the «Beauty» category. The subtitle is: «Curated inspirations for your wardrobe.» There are no additional platforms.2. Content Adaptation. The content is created exclusively for Telegram. The format consists of inspirational roundups and visual cards featuring looks, accessories, and details.3. Visual Style. The visuals are the key element. The content focuses on themes such as Hermes, trousers, and Kelly bags. These are aesthetic roundups that function like lookbooks, and the audience saves them for inspiration.4. Tone of Voice. The tone is neutral and inspiring. There is no condescension or overly expert tone—simply, «here are beautiful looks that might inspire you.» The tone is friendly and addresses the audience informally («you»).5. Audience Feedback (LiveDune). The average views are 16,383, but the Views Rate is 3,844%. These are extremely low engagement metrics, suggesting that the audience is viewing the content but hardly interacting with it. The subscriber count dropped by 3,676 in a month. Approximately 100 posts were published in a month, which is a very high frequency. Average views are declining, and the content is losing reach.6. Tools and Advertising. Tools include roundup posts, affiliate links, and management through moderators. The Telegram channel is likely advertised heavily through Telegram Ads, as it attracted about 44,738 subscribers via 529 channels in January 2026. However, the subscriber churn indicates that the advertising is attracting an untargeted audience or that the content is too simplistic and frequently repeated.

1. Publication Platforms. The primary platform is VKontakte. Additionally, there is a Telegram channel (17,000 subscribers). The author is Tim Ilyasov, a journalist, educator, and fashion researcher.2. Content Adaptation. Content is tailored for different platforms: VKontakte features in-depth textual analysis, while Telegram uses shorter formats. Tim Ilyasov also produces video segments covering fashion news.3. Visual Style. The visual aesthetic includes archival photographs, sketches, stills from vintage magazines, and runway show footage. A signature feature is the column «365 Dresses in History, ” which spotlights iconic ensembles.4. Tone of Voice. The tone is light and witty, yet highly expert. Tim Ilyasov discusses fashion as a cultural phenomenon, linking it to cinema, history, and art.5. Audience Likes and Dislikes. The audience appreciates the depth, wit, and connections to cinema and history. They dislike lengthy texts that are difficult to consume quickly. While valuing the expertise, the audience desires a more accessible format.6. Tools and Advertising. Tools include videos, text posts, themed segments, and digitized fashion magazines. Advertising likely involves brand integrations and partnerships. In VK Advertising, creatives utilize emotional narratives rather than direct sales pitches.

1. Publishing Platforms. The primary platform is VKontakte. Posts are also published on Telegram, but the subscriber count there is only 616 people. The community specializes in video format: artistic films, documentaries, and short films.2. Content Adaptation. The content is tailored for VKontakte—the video format. Each post is accompanied by a short text that enhances engagement. The difference with Telegram is that you have to download the video to watch it, which takes up phone storage.3. Visual Style. Video is the key element. The feed features archival and contemporary screenings, interviews with designers, and campaigns. The visuals are professional and cinematic.4. Tone of Voice. Educational, yet engaging. Films about fashion and everything related to it.5. Audience Likes/Dislikes. Likes—the unique video format, the chance to see behind-the-scenes of the industry, and fashion shows. Dislikes—possibly the limitation to a single format (video only) and the absence of more interactive formats.6. Tools and Advertising. Tools: video, text captions, and comments. In VK Advertising, fashion brands use 15–30 second videos with an emotional message.

1. Publication Platforms. The primary and only platform is Telegram (39,100 subscribers, 30,000 photographs, 959 videos). The channel is managed by Anna Bashtova—a costume designer and film costume historian who works in the industry and personally creates costumes for dance productions. There is no systematic presence on other platforms; all content is produced exclusively for Telegram.2. Content Adaptation. The content is created specifically for Telegram and is not duplicated from other platforms. The format includes expert posts on costumes in cinema and television series, archival photographs, set stills, and analyses of costume designer work. Examples of posts include an analysis of costumes in the series «The Art of Falling, ” a breakdown of Jacqueline Durand’s work („Redemption, ” „Pride and Prejudice“), and archival photos of Kurt Russell and Kim Cattrall from the set of „A Big Fuss in Little China.“ Each post is a standalone unit, tied to current film trends or historical context.3. Visual Style. The visuals are a key element of the channel. The 30,000 photographs and 959 videos demonstrate that every post is accompanied by rich visual material. This includes film stills, archival set photos, costume sketches, and photographs from fashion shows and red carpets. The visual style is cinematic, aesthetic, and focused on costume detail. Only live images are used—they function as a visual archive.4. Tone of Voice. Expert yet accessible. The channel name „for dummies“ immediately sets the tone: complex subjects are explained in simple language. Furthermore, the author speaks from the perspective of a practitioner—she designs costumes herself and knows the industry from the inside. The posts convey a personal passion.

1. Publication Platforms. YouTube is the primary platform (150K subscribers, 15M views).2. Content Adaptation. Content is created specifically for YouTube. The focus is on functional wardrobes, body positivity, and artistic styling advice. The creator is a personal stylist with experience dating back to 2004, having developed over 400 capsule wardrobes and 25,000 looks.3. Visual Style. The visual aesthetic is practical—almost domestic: showcasing real outfits, styling examples, and «before/afters.» In the videos, she says, «I share my favorite styling tricks—how to make even the simplest pieces more interesting and expressive.»4. Tone of Voice. Positive and supportive. The focus is on functionality and body positivity. The tone is friendly and inspiring.5. What the Audience Likes / Dislikes. What they like: practicality, positivity, and accessibility. The average comment count is 159.5, indicating good engagement. What they dislike: possibly the lack of cultural context and trend analysis.6. Tools and Advertising. Tools include videos, live streams (the first live stream was recent), and collection presentations. Advertising involves brand integrations.Key Insight: The practical approach and body positivity resonate strongly. For our media: practicality and cultural context lead to deeper value for the audience.