After Ekaterina Mukhina left the post of editor-in-chief of Elle magazine, a debate reignited in the network about the future of gloss and whether such a format is viable today. Complaints of former colleagues against each other, pressure from advertisers and lack of authors – all this was heatedly discussed on telegram channels. Spletnik has compiled a history of the debate.

The controversy started not with Mukhina’s departure, but with the backlash from Elena Sotnikova, who replaced Mukhina as editor-in-chief of Elle in 2017.

– Sotnikova wrote on Facebook (the social network belongs to Meta, an extremist organization recognized in the Russian Federation).

After that, the network started arguing that the real shine crisis happened even before the licenses were revoked and that magazines were suspended on the ground of a special operation in Ukraine because of the power of advertisers over the magazines. like the lack of interesting material in magazines.

– wrote the owner of the PR agency Maria Lobanova.

Nadezhda Sagittarius, host of the YouTube show, spoke similarly on her telegram channel, noting that social changes are also causing a crisis.

Written by Sagittarius.

The Antiglyanets telegraph channel reacted without much enthusiasm to the discussion, stating that such discussions were no longer “fresh”.

– We collected a piece of the discussion in the comments of Maria Lobanova in Antigloss.

Ksenia Solovieva, editor-in-chief of Vogue, who participated in the discussion, opened her own Telegram channel after the publication of the magazine was suspended, sharing fashion news and her thoughts on the industry. Solovieva separately commented on the most acute theses of her colleagues – from complaints about the lack of talented writers to the “dictatorship” of advertisers.

Solovyev wrote.

Solovieva also noted that the convergence of the bright and social agenda mentioned by Nadezhda Yay has been an important event in recent years.

– Wrote editor-in-chief of Vogue.

Ksenia Solovieva

At the end of her article, Solovieva also answered the main question of the debate, which was again hotly debated on the Internet: Did Bright live or die?

Solovyev wrote.

He also noted that the future of gloss no longer depends on the authors or the number of ad pages.

Solovyev ended.

It’s not the first time to talk about the “death of brilliance”. In 2019, Ksenia Sobchak called the awards for glossy magazines “a boring relic of the past.” The fact that the golden age of gloss has long passed has also been said in connection with the death of Eduard Dorozhkin, one of the most important journalists of the 2000s and former editor-in-chief of Tatler.