Медиа издание о моде «Снято с производства»
Media Goals
to help the reader understand the relevant context of the Moscow fashion scene, introducing them to the people, phenomena, and stories of the industry, and offering a fresh, ironic, and authorial perspective on them.
Media Themes
At the center is contemporary fashion and the fashion industry, as well as its intersections with art, music, cinema, photography, and digital culture. The media outlet explores the local fashion scene, tells the stories of its key figures and mechanisms, combining entertaining presentation with in-depth analysis and editorial interpretation.
Competitors
To begin, let’s compare the main competitors across seven criteria:
Matte FinishEditorial Expertise
★★★★☆ A strong, authorial perspective on fashion, high society, and the industry, emphasizing observation and commentary.
Locality
★★★★★ Strong focus on the Russian, including Moscow, fashion and society scenes.
Fashion × Culture
★★★★☆ Fashion intersects with culture, celebrities, events, and urban life.
Visual Code
★★★☆☆ The visual element is secondary to the text and the author’s voice.
Tone of Voice
★★★★★ Ironic, provocative, recognizable, and occasionally caustic.
Authorial Stance
★★★★★ A very strong and distinctive intonation that is integral to the product itself.
Community / Ecosystem
★★★★☆ A strong Telegram community and influence on the agenda of the fashion and society industries.The BlueprintEditorial Expertise
★★★★★ Deep professional expertise in fashion, culture, and creative industries.
Locality
★★★★☆ A strong focus on the Russian industry, although the media also addresses international agendas.
Fashion × Culture
★★★★★ Fashion organically connects with art, cinema, music, design, and other cultural fields.
Visual Code
★★★★★ Strong editorial visuals—photography, design, and a recognizable art direction.
Tone of Voice
★★★★☆ Expert, intellectual, confident.
Authorial Stance
★★★★★ A clear editorial perspective and a distinct approach to topic selection.
Community / Ecosystem
★★★★★ Digital media, Telegram, print projects, special editions, video, events, and special collaborations.PROfashionEditorial Expertise
★★★★★ Strong specialization in the professional side of the fashion industry, business, and the market.
Locality
★★★★☆ Significant attention to the Russian fashion market and its participants.
Fashion × Culture
★★★☆☆ The primary focus is on industry and business; the cultural context is expressed more subtly.
Visual Code
★★★☆☆ Professional and functional visuals without a strong emphasis on editorial aesthetics.
Tone of Voice
★★★☆☆ Businesslike, professional, informational.
Authorial Stance
★★★☆☆ The core value is expertise and market information, rather than a pronounced authorial tone.
Community / Ecosystem
★★★★☆ Connection to the professional community, industry events, and market participants.
Distribution Channels
Competitor Digital Telegram / Social Media Video Print Events Special Projects
Matte Finish ✓ ✓ Partial — ✓ ✓
The Blueprint ✓ ✓ ✓ ✓ ✓ ✓
PROfashion ✓ ✓ ✓ ✓ ✓ ✓
Flacon Mag ✓ ✓ ✓ — ✓ ✓
Discontinued ✓ ✓ Partial — ✓ ✓
Target Audience
Our target audience is young people aged 18–25 involved with fashion, creative industries, and urban culture: stylists, designers, photographers, bloggers, aspiring editors, and students in related fields. They navigate a fast-paced information environment, keep up with trends and the local fashion scene, value visual language, irony, and an authorial voice. For them, it’s not enough to just know about new events and people; they need to understand the context of what’s happening, find fresh ideas for their work, and stay informed about what is shaping the Moscow fashion landscape.
Character Example:
A 20-year-old student from the Fashion Photography department who loves music festivals, small contemporary art exhibitions, and new spots in Moscow. She is interested in fashion and culture, enjoys discussing controversial ideas, and keeps up with local designers and creative collectives.
She tries to read various Telegram channels to stay informed, but quickly tires of the endless stream of news and visual content without context. For her, it is important not just to know what happened, but why it is interesting and what significance it holds for the Moscow fashion scene. Therefore, she reads «Decommissioned» to discover non-obvious themes, new characters, and a fresh perspective on what is happening around her.
Unique Selling Proposition
We don’t just report on what’s happening in fashion; we select the most interesting trends, analyze their context, and offer our own perspective on the Moscow fashion scene. We combine professional expertise with an ironic and accessible tone, making the media useful for industry professionals and engaging for those who follow it.
Our advantage lies in combining locality, an authorial voice, and deep analysis: we show not only the events and figures, but also the mechanisms that shape contemporary fashion.
Publication: Relevant Local Ironic Authorial Subtle Professional Aesthetic Fashion without recounting the news
