Charles Thompson for ОК!



Evelina Khromtchenko is one of the most powerful persons in fashion world, a journalist and a famous in USA and Europe writer. Every day at 10.55 p.m. Evelina hosts “Modniy Prigovor” TV show (“Fashion Verdict”) on Russian Channel One [1] and was included in Top25 popular Russian TV-hosts list according to TNS Russia [2]. Starting from 2010 and till 2013 Evelina Khromtchenko was Les Editions Jalou Paris International Editorial director [3] [4]. In 2013 she created an authors workshop at the MSU Faculty of Journalism and led the thematic module “Fashion and lifestyle journalism” for the Bachelor’s programme.


For 13 years she worked as L’Officiel-Russia Editor-in-Chief and Creative Director [5].


1. Biography


Evelina Khromtchenko was born in Ufa in a family of an economist and Russian language and literature teacher. Evelina finished Moscow English school № 21 and graduated from Lomonosov Moscow State University Department of Journalism (TV and Radio Broadcasting Faculty), with best degrees [6].


2. Career


In 1991 as a student Evelina worked at State Committee on Radio and Television Broadcasting (“Smena” radio broadcasting corporation for children and youth, where within 3 years she was promoted 3 times starting with a position of a reviewer and growing to observer) and organized several high rated radio projects including her own program for teenage girls “Sleeping beauty” devoted to fashion and beauty issues. She had also collaborated with TV-program “Vzglyad” of VID TV-company [7].


From 1992 to 1997 worked as regular fashion observer for radio channel “Europe plus”. In 1994 worked out and launched one of the first Russian teenage girls magazines Marussia.


In 1995 Evelina Khromtchenko together with Alexander Shumsky started PR agency “Evelina Khromtchenko fashion department” later renamed to Artefact [8].


As an editor-in-chief at Artefact she prepared and presented over 70 press-conferences including ones with Sharon Stone, Gwyneth Paltrow and Brad Pitt, Linda Evangelista, Nadja Auermann, Paco Rabanne, Valentino Garavani and other fashion celebrities. She headed PR activities for such projects as fashion Week in Moscow [9], model contests Elite Model Look, Moscow visits of Emanel Ungaro, Valentino Garavani, Gucci Group President Domeniko De Sole [10].


Evelina was also freelancing for Cosmopolitan-Russia [11] [12], Elle-Russia [13], “Ogonek” magazine, newspapers “Izvestiya”, “Segodnya”, “Komsomolskaya Pravda”, “Novaya gazeta” [14] and radio “Europe Plus” where she launched high rated fashion program “Podium” [15].


Worked as fashion-expert in different TV-programs.


January 1st 1998 Evelina Khromtchenko was appointed as a fashion magazine L’Officiel (Russian edition) editor-in-chief and creative director. Evelina created a new generation in Russian fashion media of celebrity photographers, fashion editors, writers, designers. She is a jury member of young designers competitions Andam [16], Russian Silhouette [17] [18], Nadezhda Lamanova contest etc.


Since July 2007 Evelina is a presenter in “Modniy Prigovor” talk show (“Fashion Verdict”) on Russian Channel One ( 51 min. Starts 10.55 p.м.) [19] [20] [21].


In 2008 “Modniy Prigovor” got Russian TV-Oscar (TEFI) as the best entertainment life style show [22] [23] [24] [25] [26] [27].


In 2010 Evelina was included in Top25 popular Russian TV-hosts list according to TNS Russia [28] [29].


3. Book


In 2009 Evelina released a book “Russian style” in Assouline PH – in English and in French. Russian Style is kind of an encyclopedia of Russian culture symbols. It was loudly launched during the book signing session during of the Haute Couture fashion week in Paris [30] [31] [32].


The New York Times (Circulation 1 131, 000) in the article “Not a Russian Novel, but the Novel Russia” by Natasha Singer (9.07.2009) writes: “People “knew vodka, ballet, Yeltsin,” said Evelina Khromtchenko, the book’s author. She is also the editor in chief of the Russian edition of L’Officiel magazine. “I decided to tell them a few more words of Russian vocabulary” [33].


L’Officiel Paris magazine (circulation 101,719) in “Tsars and stars” article (April 2009) Patrick Cabasset writes: “Who can represent the treasures of this country better than L’Officiel-Russia editor-in-chief Evelina Khromtchenko? Only her – new Empress of Slavic fashion” [34].


4. Interesting facts


Since 2002 till now Evelina is acting as invited lector of High Economy School in Moscow [35].


In 2006 Evelina made cameo in TV-series “Born Ugly” [36] (Russian version of The Ugly Betty) and “Daughters-Mothers” [37].


In 2006 Evelina dubbed Meryl Streep in Russian version of Devil Wears Prada (XX Century Fox) [38] [39] [40] [41] [42] [43].


Evelina was a curator of art-projects and exhibitions “Valenki” in State Museum of Fine Arts (Pushkin Museum) [44], “Brilliant heads” in State Revolution Museum [45], “Оra-Ito – virtual pirate” in State History Museum, etc.


5. Press


According to media (Time, The New York Times, the Financial Times etc) Evelina Khromtchenko is most influential person in Russian luxury and fashion world and the most recognized Russian fashion face in Russia and abroad [46].


Aeroflot Style magazine (circulation 70.000) in the article “Ten New Year Wishes of Evelina Khromtchenko” ( December 2010) writes: “Evelina Khromtchenko is a fashion expert and an taste arbiter of international standing” [47].


Sex and City magazine (circulation 200,000) in article “Takeoff!” (September 2009) Maria Lobanova quotes Evelina: “I always knew that I wanted to be a star in my profession” [48].


The Russia Journal (circulation 35,000) included L’Officiel Russia editor-in-chief Evelina Khromtchenko in annual “Top 50 business-lady in Russia” list (22.03.2002) [49].


Hype magazine (circulation 11,000) in “Fashion is my profession” (December 2005 – January 2006) article writes: “Evelina is young and successful, brilliantly-educated and witty, ambitious and talented, elegant and charming. She has achieved a lot and deserves to be such a famous name in fashion journalism” [50].


The Time Out Moscow (circulation 50, 000) in the article “Everything talked on me is true” (28.10. 2006) Gennady Ustiyan writes: “L’Officiel Editor-in-Chief Evelina Khromtchenko for many years has been representing the image of a fashion magazine perfect boss” [51] [52].


Time Style & Design (circulation 550,000) chose Evelina to present Russia in the piece “Global Luxury Survey: China, India, Russia” (Fall 2007). In the chapter “Evelina Khromtchenko. Meet fashion’s chic new front row fixture”. Time S&D Editor-in-Chief Kate Betts described Evelina as “clever editor in chief and creative director of the Russian edition of L’Officiel, a fashion magazine with 100,000 readers who can’t get enough of Chanel, Dior and, lately, Ralph Lauren” [53] [54].


Sunday Telegraph supplement Stella (circulation 501,430) in the article “Move over, Anna Wintour” (03.02.2008) Nina Jones writes: “Evelina Khromtchenko, 36, the diminutive blonde who edits the edgy Russian fashion magazine L’Officiel (…) is just as exacting of herself; as well as editing the magazine, she hosts a 45-minute talk show called Fashion Verdict on Russia’s Channel 1 every morning, and even found time to provide the voice for Meryl Streep’s character Miranda Priestly in the Russian-dubbed version of The Devil Wears Prada. She says this entrepreneurial spirit is filtering through to her readers” [55].


Nezavisimaya Gazeta (circulation 40,000) in the article “Woman who succeeds in everything” (14.11.2008) Vera Tsvetkova writes: “Some time ago Evelina Khromtchenko forced everybody to talk on her as on broadcaster, and later, as on business-lady and L’Officiel magazine editor-in-chief. For more than a year she is also Channel One TV presenter. And success again!” [56].


МК boulevard weekly magazine (circulation 305,000) in the article “Evelina Khromtchenko: We have taste to save our money” (13.09.2010) Valentina Peskova writes: “They say, that she barely ever takes a sick leave, stands firmly on her 14 sm heels and drives like an ambitious gentleman. But what we know for sure, Evelina Khromtchenko knows how to bear a title of glamour journalism queen with dignity” [57].


L’Officiel Paris (circulation 101,719) in “Russian dolls” article (August 2008) Caroline Bongrand and Aymeric Mantoux quote Evelina: “We have enough taste not to wear all our diamonds at a time” [58].


Sobaka magazine (circulation 153,000) in “Those who decide” (March 2010) writes: “Evelina makes a diagnosis to fashion world” [59] [60].


6. Charity


Evelina contributes to charity funds regularly. For example she took part in charity fund «Peace Planet» project, when a famous photographer Vladimir Glynin made a picture of all the participants. The pictures were used as prints for t-shirts which were sold in favour of orphan children and children from poor families [61].


Evelina also took part in an international radio-marathon StopAIDs, organized by “Pervoe Populyarnoe” radio station (102,5 FM) together with informational campaign “StopAIDs: it concerns everybody” [62] and in joint United Nations Programme on HIV/AIDS (UNAIDS), where photographer Serge Golovach made pictures of cinema, politics and sports stars. Photo-exhibition “Stars agains AIDs” was presented in Stella Art Foundation. During the year the project was also exhibited in different cities of Russia and CIS [63] [64].


Evelina took part in charity christmas auction of Imperial Porcelain Manufactory and Novikov Restaurant Group, where porcelain tigers decorated by famous people were sold. [65]. Money gathered during the auction were aimed to orphanage under the patronage of Arkadiy Novikov Charity Fund.


Evelina always takes part in Channel One charity projects [66] [67].


7. Links:


Evelina Khromtchenko: no matter what happens to you – do think about your appearance
“Telenedelya”, Maria Lemesheva, 12.08.2010


Fashion Verdict show: Publis prosecutor with scissors!
“Komsomolskaya Pravda”, Nadezhda Shulgina


Conferention: conferencion with Evelina Khromtchenko
21.04. 2011


Web-conference with Evelina Khromtchenko on AIF.RU website
21.10. 2011


Evelina’s page at polyvore.com



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Photo: Timur Artamonov for Elle-Russia

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