The Most Influential Fashion Site You’ve Never Heard Of

Lookatme.ru screenshot | Source: Look at Me

MOSCOW, Russia — “My girlfriend was bored. I tried to figure out how to entertain her, found an issue of Arena magazine and thought: why don’t we go out, take pictures of stylish people in the street and publish them on the Internet?” said Vasily Esmanov, recalling the moment in 2005 that would lead him, one year later, to found Lookatme.ru, a Russian website that’s probably the most powerful fashion site you’ve never heard of.

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