Ana Varava is the chief editor of L'OFFICIEL-Ukraine magazine. Interview.

Fashion-bloggers, as well as designers, models and photographers have become guests of our section "Interview" more than once. This time our guest is Ana Varava. By education, he is a master of practical psychology, stylist, image-maker-psychologist and one of the youngest chief editors of a fashion magazine with almost a century history. Ana is the editor of L'OFFICIEL magazine (Ukrainian version). During her interview, Ana Varava, editor-in-chief of L'OFFICIEL-Ukraine magazine, told us about who reads glossy magazines today, what the duties of an editor-in-chief are, and how traditional fashion magazines differ from fashion blogs.

1. The magazine L'OFFICIEL-Ukraine, of course, differs from the French L'OFFICIEL. What are they?

In the specifics of the market, in the mentality, in the consumer, in the reader we are targeting. Reflecting the events of world fashion, we select and highlight the best that would be of interest to the reader in Ukraine.

2.Your audience? Who reads fashion magazines today?

The audience has "rejuvenated" over the past few years. The younger generation is more and more interested in the events of the fashion world. Our readers are mostly modern cosmopolitan women from 18 to 45 years old.

3. Classic fashion magazines and fashion blogs. Could fashion blogs supplant fashion magazines? Are online magazines able to compete with print magazines? And is it important today for the print press to have their own sites on the Internet?

The print press and blogs are completely different tools for communicating and reflecting fashion opinion. A blog can be run by any amateur, dilettante on the same rights as a professional in fashion. In the print press, namely in a fashion publication, there are works, interviews, opinions of only competent people, experts and professionals in the fashion world. The print press must have a website on the Internet, where information is constantly updated, and communication with the reader, the client is not interrupted.

4. You are the chief editor of L'OFFICIEL-Ukraine magazine. What should the chief editor of a glossy magazine know and be able to do? What should your journalists know and be able to do?

The editor-in-chief must know everything about a fashionable publication, must know the structure, rules of work, the market, communicate with clients and the audience. In my case, it is also to be engaged in the development of the L’Officiel brand on the Ukrainian market, and this is already beyond the usual understanding of the position of the editor-in-chief.
Journalists? Know all the news, the most interesting facts, names and events, be able to present material in an interesting and analytical way to the disclosure of each topic. Be competent in your job.

5. Do you have any idols or people who have influenced you, among editors, and possibly journalists of glossy magazines who write about fashion?

I am impressed by Carine Roitfeld and Anna Dello Russo, who combine the work of the editor-in-chief and the creative director of the publication, which is what I personally do in L’Officiel Ukraine.

6. Fashion in our latitudes: Ukraine, Russia, Belarus. What are we missing? And, in your opinion, does the fashion industry of our countries have a bright future? :)

In the 20th century, many cultural monuments were destroyed, and little attention was paid to the issues of cultural development on the part of the state. Today there is a lack of quality education in the field of fashion and specialists who could teach these disciplines. But our countries have a very large potential, and it is encouraging that more attention is paid to this aspect. More and more people are trying to get a high-quality European education in fashion, young designers are gaining recognition at the world level. Great success awaits our countries!

7. Ana, you were educated in a very interesting profession - an image-maker-psychologist. What is this profession? What can a psychologist-image-maker help a person with?

This is my second higher education.It is important to understand that clothing is just a tool for reflecting the individuality of each person. And the task of the image-maker-psychologist is to determine the psychological characteristics of the client and help him create a harmonious and comfortable image, based on the client's personal tasks, his lifestyle, preferences, social environment, the impression he wants to make on others.

8. Did you have an interest in fashion as a child? Why is fashion interesting for you?

Yes, at the age of 5, probably, when I wanted to wear my most beautiful outfits every day. For no reason, just like that, and not wait for a calendar holiday. Fashion is an incredibly interesting world, a highly professional industry, a creative and dynamic machine that is directed towards the future, but at the same time reflects the events of the present. Fashion is associated with cultural and social events, most clearly reflects the level of development of a society, cultural characteristics, as well as the level of global development of mankind ... no matter how pompous it sounds.

9. Your motto for life.

"There are no limits to perfection" and "I don't need much, I deserve only the best."

10. And the last question :) You have a very unusual name - Ana. What's his story? :)

This is what my friends called me at the very beginning of my career, and this is how they address me in English. And from a branding standpoint, it's very readable. But the traditional version - Anna - is also acceptable, especially for our mentality.