WHO ARE YOU WEARING? — an independent Russian-language digital media outlet that explores fashion as a tool for self-expression, identity formation, and communication with the world.

Goal: To help readers approach their personal style more consciously, understand the visual codes of fashion, and perceive clothing not merely as an object of consumption, but as a way to tell their own story.

Audience: People interested in fashion, visual culture, and defining their own style. Those who strive to create an individual visual language rather than merely following ready-made aesthetics.

Platform: Telegram. Features original articles, visual research, analyses of cultural codes, and interactive publications.

AI Role: To assist the editorial team in gathering, structuring, and analyzing information, without replacing the author’s interpretation.

Fashion Media and Archives: Vogue Runway, The Fashion Spot — information on collections, current trends, and visual codes of fashion.Analytical Platforms: Google Trends, Pinterest Trends — data on the popularity of aesthetics, shifts in trend interest, and audience behavior.Cultural and Academic Sources: The Met, V&A, Google Scholar — historical context, studies of fashion, self-expression, and identity.Media Audience: Telegram polls and comments — readers' personal experiences, their views on style, and their perception of fashion trends.All data is used to find topics, analyze cultural phenomena, and create original material.

Media production relies on combining automated information processing with an authorial editorial approach.

01 / Information Gathering — HUMAN + AI

The editor determines the research topic and selects sources. AI assists in systematizing the gathered materials and isolating relevant information.

02 / Data Analysis — AI

Automated services group information by theme, identify recurring trends, compare materials, and create concise analytical summaries.

03 / Interpretation — HUMAN

The editor verifies data accuracy, analyzes the cultural context, and formulates their own perspective. At this stage, the information transforms into an original investigation.

04 / Content Preparation — HUMAN + AI

AI helps structure the text, suggest headlines, and perform proofreading. The editor creates the final piece, selects the visual accompaniment, and maintains the media’s individual style.