WWD.com/media-news/fashion-memopad/if-only-5321407
fashion-memopad
fashion-memopad

Tatijana Shoan Launches As If

The former model turned photographer was the guest of honor at a cocktail party to mark the launch of her artisanal, limited edition magazine.

IF ONLY…: Former model turned photographer Tatijana Shoan was the guest of honor at a cocktail party Monday evening to mark the launch of her artisanal, limited edition magazine, As If. Host Fawaz Gruosi, owner of the Upper East Side jewelry store de Grisogono, could barely move, as Champagne-swilling guest’s spilled out of the front doors.

Shoan’s 180-page, oversize magazine has no ads (it was privately funded) and features Dylan Walsh from “Nip/Tuck” and film director Timothy Greenfield-Sanders, among others. “I like to shoot really easy — I don’t like a big group — and I was able to do that because I didn’t have people breathing down my neck,” said Shoan, who noted distribution will initially be limited to galleries and hotels, including The Four Seasons and The James. In November, As If will have a wider print run, with advertising.