plus magazine

 

In 2000, Anton collaborated on creating PLUS magazine with an old friend, Oleg Diachenko. They wanted to create a new type of lifestyle magazine for the younger generation of increasingly cosmopolitan Russians. In the process they realized that cultural references from the Soviet period could be used as an antidote to the “new Russian” mentality. “We embraced the past. I found the juxtaposition between luxury western brands and Soviet visual vernacular incredibly entertaining. It helped shape the visual language of PLUS,” Ioukhnovets says.

 

 

Plus magazine. A layout designed by Anton Ioukhnovets. New York
Plus magazine. A layout designed by Anton Ioukhnovets. Rules number two and three

in a way, i’m proud that i grew up in the soviet union and am acquainted with the soviet visual heritage. if you find a whole new approach to it, you can do a lot of incredible things. —anton ioukhnovets

Anton Ioukhnovets sitting in front of a cupboard

Anton Ioukhnovets in Moscow, late 80s. Photo: courtesy of Anton Ioukhnovets.

 

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