Ever since Dasha Zhukova was announced as the editor-in-chief of POP magazine back in February, the team has been quietly beavering away putting the magazine together. There were no big editorial announcements, and they weren’t even Twittering to give us clues as to what they were planning. Then, finally, two weeks ago it was revealed that their cover star was Tavi (the 13-year-old fashion blogger), with a little help from Damien Hirst. But POP is now on the shelves and it became the main talking point of our weekend, because it is so damn good. It is not the POP of old. It is a new POP for a new mood.
Dasha promised us a mix of fashion and art, and that’s what she’s given us. Damien sits comfortably next to a collections story, shot by Viviane Sassen, while Maggie Thatcher as a style icon lies only pages away from a fascinating interview with Ellen Johnson-Sirleaf, the Liberian president. New stylists and photographers have created images that jump off the page in originality, while the legendary photographer, Mark Borthwick – who has refused to shoot fashion editorials for nearly a decade – shot a beautiful story in the Spanish countryside.
And then, of course, there is Tavi and a small group of new fashion bloggers. Interviewed by Dasha and styled by Tamara Rothstein, you can see Tavi becoming a huge fashion icon (makes me ashamed of my 13-year-old style – white dungarees anyone?). POP has loads to read and loads to look at. £5 may seem hefty for a magazine, but this will keep you entertained for months. ‘I believe to stick to the old is counter-productive; we are at an exciting turning point where the possibilities and potential for creativity and truth are almost overwhelming,' Dasha told us. 'This is the point from which we launch the new POP.’