MALVIE Magazine The Artist Edition Vol 428 May 2022

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BeautéSPÉCIAL OLENA KYRYCHENKO PHOTOGRAPHED BY LINA KOSTENETSKA

I live in Brazil, and here we say that August is ‘the biggest month of the year’, because there are no holidays and we’re just coming back from vaca tion, so we’re all re-adapting to work life. And if I’m being totally honest, I was not feeling too ex cited for August to come. I was feeling tired and overwhelmed by life and the idea of a living this “big” month didn’t sound so great. But then I realized: more days to work also means more days to improve my work and my mindset. I would not get anywhere if I just let myself drown on my anxious feelings and thoughts, I had to do something. And so I did. And things have been go ing so much better now. I wouldn’t say that is all about your mindset and the way you think about things, but it’s a very good start. I do believe that we can do everything if we really set our minds to it and work hard enough for things – even if the thing we have to do at the moment is just to believe things are going to get Ibetter.was not in a good path, and maybe you’re also not right now. But things do get better and we do get back to living life to the fullest and loving the things we do. Set your mind to it and watch it come to you.

MALVIE MAGAZINE* Contents ValentinafromLetter MALVIEmag.comOurNEWwebsite ONE OF THE BEST NEW MAGAZINESFRENCH6470

August FRONT COVER BACK COVERFOLLOW INSTAGRAMONUS @MALVIEMAG 1205 246018 54 34 2022 *The Artist Edition is a showcase volume. 44 50

SUBMISSIONS/INQUIRIES

EDITOR

FASHION JOURNALIST * Valentina Roque @valentinaroque EMAIL: valentina@malviemag.com

EMAIL:INSTAGRAMfacebook.com/malviemag-@malviemagTWITTER:@malviemagcontact@malviemag.com www.MALVIEmag.com*

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MALVIE Mag is a one-of-a-kind Fashion, Beauty and Art Magazine based in France - WE ARE THE PEOPLE! Feel free to contribute with: Fashion, Beauty, and conceptual submissions.

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For submissions, please visit www.malviemag.com/submissions. Once images are approved for publication, you give us the right to correct/edit/retouch pictures if needed. Images will never be sold or used for any other purposes other than to promote YOU and MALVIE magazine.

Makeup Artist/Photographer: Madeleine Hart @maddyhartartistry Model: Erica Fraser @Edge Agency @ericafras02 Creative Director: Ariana Donovan @arianaadonovan Wardrobe Stylist: Franka Wiche @franka_dior model agency: Edge Agency @edge_agency

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Photographer: Viktotia Mayorova @viktoriya_maiorova Director: Natalya Sheltrekova @m_natalia_i Hair & Makeup: Dina Sattarova @makeup_novokuznetsk Agency/Model: NOVO MODELS @novo_models

15The Artist Edition | August 2022

As a society, especially living in the time of globalization, we are always eager to indulge in a trend — leather blazers and jackets, ple ated and mini-skirts and even peplum and cut-out dresses have been at least on our wishlists, if not already on our closets. And I don’t know about you, but now that I’m gro wing older and going further into my twen ties, I think it’s about time for me to identify, develop, and invest in my personal style as much as possible – a great time to remind you that it’s never too late to do the same, or to even change the one you have now. But my personal decision wasn’t made en tirely by thinking about what I hope is ma turity rather than prevention, but also in a new-found consciousness of how much wa ste is produced by the fashion industry and its consumers – myself included, of course. For example, did you know that in 2019 alo ne, more than 200 million pounds of waste were created by single-use outfits? Or that the textile industry is the second largest pol luter in the world? The industry’s waste issue is alarming, and despite various brands and manufacturers efforts to operate more sustainably in the last few years, this is a big problem that seems to persist. And the fact is that this is perpetuated by micro-trends and the shor tening of fashion cycles, which can be tied to the rise of short video sharing platforms – like TikTok and Instagram reels – and in fluencer culture.

Micro-Trends:

These two things, along with many others, are now responsible for making the micro -trends popular. But what is a micro-trend, exactly? Let’s start here so we can under stand the problems that come with them: A microtrend is a tendency in the direction of some new phenomenon that is fairly perva sive within a given sphere of influence and lasts for a few years, or even for a few mon ths now – sounds familiar, right? How many of the fashion trends from six months ago are still trending? Not a lot, and that’s the Inissue.general, when we call something a ‘trend’, we are talking about a general direction in which something is developing or changing, and when we apply that to the fashion world and industry, this describes the popularity of a specific type of style or piece of clothing. So, a micro-trend is a trend that rises really quickly in popularity and then falls even fa ster. The fashion cycle of a micro-trend can last from 3 to 5 years if we are lucky, whi le macro-trends typically last from 5 to 10 years. Macro-trends are the styles we tend to associate with the different decades, for instance, shoulder pads for the eighties, drop-waist dresses in the twenties, bell-bot tom jeans in the seventies, and the office-ca sual in the 2010s. The faster the fashion cycle is, the greater amount of waste is produced in that given time. The explanation is really simple: consu mers will likely buy more and more pieces to

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WHAT ARE THEY AND HOW ARE THEY IMPACTING FASHION?

Another thing is that since these influencers are in constant competition with others in the same space, each one of them is racing to popularize the next big trend. This ultimately leads to many, varying posts and videos that essentially tell you to go out and buy the-next -big-thing-in-fashion or your closet will be out dated. That’s really all it takes for us to have consumers buying more clothes at accelera ted rates. This is exactly what expedites fa shion cycles and creates an overabundance of micro-trends, which causes colossal amounts of waste when consumers throw away their unwanted apparel to make room in their clo sets for the newest fashions of the week. Now that we understand what are micro -trends and how they become popular, we can make the really important question: what can we do about it? Consumer waste is a big one, but it’s still only a fraction of the fashion indu stry’s larger issues – but at least this is easier to solve on individual levels. Here are a few of the methods we can practice to shop and cyc le more ethically and mindfully:

One may still ask how exactly did the micro -trends become mainstream, and the answer is not a difficult one. Let's dig deeper into it.

Valentina RoqueArticle by keep up with the higher volume of overlapping trends and wear them for a shorter amount of time as the pieces go quickly in and out of style. And, unfortunately for us as both consu mers and people living on this planet, this mo vement is increasing. The volume of clothing Americans throw away each year has doubled from 7 million to 14 million tons in under 20 years. In under 15 years, clothing production doubled as well, with the average consumer buying 60 percent more clothing pieces. And while all the producing and wasting is going up, each piece is now kept half as long.

• Try to not throw away clothes whenever you can, even though this may be the easy way to make space in your closet. Instead of thro wing them away, opt to donate or sell them –you can even make a little money on the way.

though we are not going to be perfect in the ways we consume fashion or media, we have to always try to improve ourselves, and then we’ll get where we want to be – both as individuals and as a society.

Shops and apps are wonderful ways to sell what you don’t want anymore, but clothing do nation centers are even better.

To draw in viewers and followers and keep their numbers high, these creators cleverly oversaturate people’s feeds with new and up -and-coming trends from fast-fashion brands that can mass produce quickly and cheaply.

• Finally, put more effort into your closet and personal style by not shopping impulsively and asking yourself: will I still be wearing this in 5 or even 10 years? Will it be conducive to the person I am and the one I want to be? The best thing about fashion is that it can reflect who we are or want to be, and if we think about it, I don’t think we want to be just-like-everybody Even-else.

Before the rise of Tik Tok, Instagram reels, and influencer culture, we used to look up to mo dels, movies, celebrities, and fashion magazi nes to set the trends that would be followed carefully and diligently by some people aro und the world. This group of people, the ones who were admired and seemed like objects of desire, was much smaller, and our access to them was even more curated, which ultimately limited the public’s exposure to potential new trends, and that kept fashion cycles slower. In the past 15 years or so, however, the rise of YouTubers, bloggers, and more recently, In stagram and Tik Tok creators and influencers, have given almost anyone the ability to have a big influence on the masses. Now, there are hundreds of thousands of potential trendset ters who can quickly and easily reach millions of people through social media – all they have to do is make a post, and if it becomes viral, a new micro-trend starts.

• Whenever possible, try to shop in consign ment stores and apps. Giving lightly worn pie ces a second life is an honor and a privilege, and we can find many great things when we give second-hand clothes a try.

Photographer: Andrew Chittock @andychittock Model: Aim Model @aim.model Makeup Artist: Sue J

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Wardrobe Stylist/Producer/Creative Director/Fashion Designer/Set Designer/Retoucher/Photographer: Sundjata Imhepi @sundjata1 Model: Gena Dickow @genarose Makeup Artist: Elyssa Webb @getglowed_getgorgeous Stage Director/Set Designer: Maurice Nutell @nutellmaurice

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Racism goes against everything we believe here in MALVIE

Whether it comes in big gestures, like bullying and name-calling, or disguised as “jokes”, racism is violent. It is always aggressive and has the only purpose to oppress people. And that is something we can no longer tolerate. As we live in a world where people are being discriminated and even murdered for their skin color and genetic features, it is our mission to try to make life a little less scary.

We know it will take time for us to make big chang es with worldwide im pacts, but we can try and start somewhere. That’s why we created MALVIE Noir, a special edition des tined to empower people of color and make their voices heard through the art. Also, in the immedi ate term, we are donating proceeds to a black led or ganizations that fights ra cial injustice. You deserve to be respected and appreciated for who you are, and nobody has the right or the power to say otherwise. We know we cannot change everything on our own, but we are doing our best to help in any way possible and to show our support in the making of a society in which everyone is safe, respected and gets ev ery opportunity they deserve.

You are not alone!

Photographer: Lina Kostenetska @linakost.ph Model: Olena Kyrychenko @elenkyrychenko Makeup Artist/Hair Stylist: Vitalina Kornilovska @vitalina_kornilovskaya_

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The Main ISSUE is a SINGLE and UNIQUE ISSUE that contains the most creative and editorials.well-executed

www.MALVIEMAG.com/submissionsNOW!WorkYourSUBMIT Photographer/Retoucher: Yury Romanov @yury_romanoff Stylist: Olena Romanova @helena.romanova.tm Makeup Artist/Hair Stylist: Julia Dzhulay @juliadzhulay Model: Viktoria Apanasenko @crystal.viktoria

Photographer: Anastasiia Iliainen @iliainenanastasia

Model: Mari Makeup Artist: Vlada Sumenkova @vladastylist

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49The Artist Edition | August 2022

Photographer: Morteza Khobzi @morteza._khobzi Model: Anderia @anderia_a

Photographer: zk vision @zk.vision Makeup Artist: Estelle Mordant @mmua.e

Photographer: We Studio @_westudio_ Photographer: Alireza @alinaraghi_ph Model: Hastihosseiniiiii @hastihosseiniiiii

Photographer: Agus Ania @agusania Model: Sissi Tenner @sissitenner Makeup Artist/Hair Stylist: Leticia Chirieleison @letie.mua

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69The Artist Edition | August 2022

Photographer: Mahyar photoart @mahyar_photoart Model: @rosha__twins Makeup Artist/Hair Stylist: @saye__beauty

SUBMIT NOW To Our Artist Edition The Artist Edition is an Open-Themed ISSUE. We accept fashion, beauty, art, studio, fitness, tattoo, sensual (implied nudity only) and more. You can submit your work here: MALVIEmag.com/submissions

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