From the very beginning of Achtung Mode we had decided to rather look East than West. Meet one of the reasons.
From the very beginning of Achtung Mode we had decided to rather look East than West. Why? Well, if we look West in terms of fashion from Berlin we find Paris and then New York. Two cities that have a distinct and defined voice when it comes to fashion and the creative worlds that come with it. So, right from the start we thought looking East is more exciting. We see Warsaw, Kiev and Moscow, and let’s face it, those capitals and countries have the same struggles with identity or better fashion identity and confidence as we Germans do. In our very first issues we had a column called Transeuropa where we featured the work of young Eastern European photographers from Russia, Latvia and other former Sovjet countries. The nod towards the East has been in our DNA ever since. Then Anton Ioukhnovets, our Russian art director and graphic designer, gave us a new look a few years ago, entirely in synch with our German Bauhaus roots. He brought along Alexey Kiselev, Moscow’s most interesting photographic voice and step-by- step our team has picked up some Russian. So, while we are firmly grounded in Russian talent, we decided to add another layer and recruited Natasha Goldenberg as our new consulting fashion director. Why? This mother of two simply has it all. Style, confidence, flamboyance and eccentrics. Goldenberg is a saavy stylist who has helped take our recent issue of Sepp Football Fashion to new heights with her irreverent take on football and clothes. She is an international street style photographer favorite with Tommy Ton and Phil Oh chasing aftfter her whenever she attends shows. We first noticed her when she helped out her friend Dasha Zhukova when she launched her Garage print magazine and Goldenberg was part of that gang. And while we spent time in Moscow to work with her on the Sepp shoots, we realized that she is also a leader of the Russian fashion movement, who is respected and accepted by all top labels. She even curates her own space in Moscow’s fashion juggernaut Tsum where she introduced her quirky favorites like Marni and Simone Rocha to the Russian women. We are looking forward to many new stories from her in 2019 and asked her this:
Achtung Mode: Why is fashion magical?
Natasha Goldenberg: It’s always different. It gives me an opportunity to see life through a different lens. I love to apply different era styling to my clothes or a shoot. I’m still totally obsessed and addicted to clothes.
AM: What do clothes say about a person?
NG: I’m a very visual person. I can be impressed and charmed by a woman with great style. In real life it doesn’t mean anything of course. My best friend is one of the most interesting people I know but she is wearing basic things most of the time.
AM: Who has great style in your eyes?
NG: Shala Monroque looks absolutely like a 50’s or 60’s movie star, which I adore. Delfina Delettrez has unique style that I always enjoy a lot. Alexandra Golovanoff is a perfect example of a classic French relaxed girl with everything Parisian we Russians want to copy. Manuela Pavesi was my bible of style. They all are not about hot stuff or hype brands and trends like most others. They are about chic and elegance.
This article appeared first in Achtung Mode Nr. 36 (September 2018).