Hazine

06.05.2015 - Jasmin Schneider

Fashion People

Mira 24/7

IF YOU LOOK FOR HER, YOU CAN USUALLY FIND HER IN THE FRONT ROW. THE MEMBERS OF RUSSIA'S SO-CALLED 'CHIC CLIQUE' ARE GAINING IN POPULARITY AND NONE MORE SO THAN MIROSLAVA DUMA, ALSO KNOWN AS MIRA BY HER FOLLOWERS.

Miroslava Duma has become one of the most influential fashion editors and style icons of today with a following almost as important as the woman herself. Duma, along with Ulyana Seregeenko and Elena Perminova, breathe a breath of fresh air into Russian fashion. Their look is elegant and effortless, classy combined with a hint of humour. With a nickname like “fashion mafia” the trio is, seemingly, taken very seriously.

A YOUNG EMPIRE

Mira was born in Moscow in 1985. She completed a Master's in international business administration at MGIMO - the Moscow State Institute of International Relations - before embarking on a career in the fashion world as Editor at Russian Harper's Bazaar. She has also worked on a freelance basis as a fashion journalist for other publishing houses, such as Condé Nast and Axel Springer Russia, whilst simultaneously finding the time to found the 'Peace Planet' charity foundation.

She is now a fashion consultant advising the Russian high-end department store TsUM. However, first and foremost she runs her own highly successful fashion news website, Buro24/7, a kind of Huffington Post for lifestyle-obsessed and fashion-conscious Russians. It is a thriving ever expanding website aimed at a generation in a country where fashion has only really existed for a mere 15 years. Although her path to success has been at dizzyingly fast and successive pace, in private Miroslava Duma remains down to earth. She is married to Aleksey Mikheey, with whom she has a three year-old son, George, and a new baby girl, Anna.

RUSSIAN ICON

Thanks to her unique style, she has become an internationally recognised and respected style icon, fashion blogger and businesswoman. She has skilfully secured several advertising contracts with various luxury brands, such as Chanel, Burberry and Ralph Lauren and has collaborated with houses such as Hermes. Her cooperation with Louis Vuitton has even led to her having a small role in the label's short film 'Small is Beautiful' for its mini handbag campaign.

The stereotype of the kitsch Russian is passé. Miroslava managed to open up its more lucrative market with her media savvy skill-set, an endless parade of fabulous and captivating outfits on display in the front row, her faultless streetstyle popularity and her mentionable gorgeous looks.

Short Facts

Trademark

With style icons such as Jacqueline Kennedy and Tilda Swinton, it’s no wonder Mira is known for her far-varying, multi-persona style. Key pieces that seem consistent are feature coats and flamboyant jewels.

Distinctiveness

Her petite stature is somewhat unmistakable, her features reminiscent of French actress Audrey Tatou mentionable, but her much photographed style is what sets her apart on the street and puts her very firmly on the fashion map.

Anecdote

From a Russian expression Mira summarizes her style: “The one who doesn’t try anything doesn’t make mistakes”.

Timeline

1985 - Fashion Siberia

In oil-rich west Siberia a baby Tsarina is born, her name is Miroslava.

1991 - Moscow move

The family moves to Moscow, a city that would later become a hot-bed for luxury and fashion.

2007 - Sweet charity

The charity ‘Peace Planet’ is founded by Miroslava Duma. The organisation is aimed at orphans, the elderly and people in need of medical support or education by organizing artistic, literary and performing arts events.

2008 - Business start

Mira receives a master’s degree from the Moscow State Institute of International Relations in international business and business administration. “For me it was very boring, and I didn’t really understand it and I didn’t like it”, Mira was quoted. Seemingly not so fascinating back then, with the hyper-success of her business now, she must have learnt something.

2009 - Something special

Russian Harper’s Bazaar hires Mira as ‘Special Project Director’ with projects such as a photo series on Russian celebrity families.

2010 - Baby George

Miroslava and husband Alexei Mikheyev have a baby boy named George. This directs Mira’s career away from freelancing and is the momentum for Buro24/7.

2011 - International

Buro 24/7 Russia is born - an online magazine covering topics such as fashion, art, design and events. The platform is an immediate success. Expansion to Zagreb is first, with the Middle East, Asia and Australia following.

2014 - It’s a girl

Mira has a second child, a girl named Anna.

Photo:

© Imaxtree, Getty Images

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