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Achtung Takes a Field Trip to Moscow

The Berlin-based magazine detoured from its mission to cover fashion culture in Germany and focus on Russia for its 10th anniversary issue.

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RUSSIAN AROUND: Consider it a 10th anniversary field trip. Berlin-based magazine Achtung, whose birthday issue hits newsstands in Germany, Switzerland and Austria this week, decided to take a detour from its mission to cover fashion culture in Germany and focus on Russia this time.

Enter Achtung’s new art director, Moscow native Anton Ioukhnovets, previously with W and GQ magazine. He returned to his hometown, even including some still-lives shot in the apartment building he grew up in. Achtung creative director and founder Markus Ebner also tapped Alexey Kiselev, a promising new photographer from Moscow, and editor Ekaterina Mukhina, to shoot local designers and Moscow’s in crowd.

Also, dovetailing with Dior’s Red Square fashion show last July in honor of the 120th anniversary of the GUM retail center, Ebner coaxed the French house into lending him all the clothes its new couturier Raf Simons made so far for a sprawling fashion shoot.

German contributors are still very much present, however, and include Karl Lagerfeld and Elisabeth von Thurn und Taxis.

Encouraging for an indie title, Ebner reported that circulation has grown from 5,000 to 22,000, and its Web site, to be revamped next year, generates 50,000 page views a month. Achtung charges 9,000 euros, or $11,845, for a spread “and we don’t go off the rate card,” Ebner noted. The once biannual title now comes out three times a year.