Maxim Sapozhnikov

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Сайт:
http://fashion2max.com/
Род занятий:
Модный обозреватель Glamour, редактор Glamour.ru
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I bet u haven’t know where I was born🤫 Here I am after 3 years of absence— my hometown Ekaterinburg️ 27 years: from childhood to the graduation with a law degree and my first business — travel agency️ Omg, how fast the city is growing! The architecture, skyscrapers (here’s the highest in Russia excluding Moscow) and opportunities — so cool it’s developing! What city were u born in?
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Getting a vaccine that was registered less than a year ago? I’m finalizing my Covid-19 vaccination with the second Sputnik V. The Russian invention that was registered on August 11th — just 9 months have passed while usually it takes no less than 5 years (sometimes 10-15) to invent and test a vaccine. How did I dare? Yep, the trials were started this fall and all the side effects couldn’t be revealed yet. To date Sputnik V efficiency is rated as 92%. 100% — in case of severe form. They use cold-type virus which is safe. But it’s still very controversial issue. As I need to travel a lot, I should care about my safety and safety of others. The year of lockdown was pretty hard for me and I’m not going to stay in one place any more — here’s where my decision came from! What’s about u — would u dare? P.S. Thanks @MedsiGroup for the fast and easy vaccination!
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Leaving Milan ... again Why should I go? I’ve been in Milan since December — it’s the longest period I’ve been in one place in recent years. This made me understand: permanent movement and traveling are as necessary for me as air&food. While such ‘rushing’ lifestyle may seem exhausting — this is what charges me with energy! My formula is: the more act = the more energy. Of course, the rest is needed but it’s not always just laying down and watching Netflix. Have u noticed that the more you sleep&eat — the more tired u feel?🧐
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Happy Birthday, @Donatella_Versace The woman who runs the empire, golden and sparkling, gorgeous Donatella Versace — I’m obsessed with the energy u give. You keep everything under control but stay easygoing and graceful. Looking at you, it’s hard to argue that god is a woman) Our @F2MAX team filmed @Versace shows not once, but I’m so happy that we’ve had an opportunity to create a video with Donatella personally in Dubai #PalazzoVersace. Any golden or sparkling emoji from u in comments Video: @f2max x @maximsap.
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Summer is in the air️ Despite it’s rainy in Milan I’ve already caught this vibe of sun and freedom. And the borders are to be opened, it’s cheering up, isn’t it? If u could choose any city to visit right now — what would it be?
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Revealing my Moscow-trip secret idea Remember I wrote about a super idea I came up with in Moscow? @F2MAX forms a team in Russia! We launch Creative, Production & Talents Agency! We are expanding and exploring new markets. If u wanna become a part of our growing team — the castings will be held on May 13-14th. Joining @F2MAX is a great possibility to develop in Russia and get a perspective of international projects. If u r a photo- or videographer, art-director, producer located in Moscow — DM me! I’m waiting for ur portfolios Photo: @ninapaliy_photo
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Happy Birthday, stunning @PenelopeCruzOficial I was so happy to meet the actress and work with such an icon. My best wishes! Our @F2MAX team filmed Penelope twice. The first one was for @VogueSpain cover under the creative direction of @LuigiAndIango. I was very grateful to collaborate with the professionals from the both sides of the camera. Sometimes people ask me how not to be afraid of working with the world-known celebrities. My answer is: if u have an opportunity — do it! First of all, they are super professionals who can teach u a lot. The working process may be even easier. Each of you has the same goal — a good result. If u take a look at the situation from this perspective, the decision would become evident. Share in comments, what’s ur favorite movie with Penelope? Mine is “Vicky Cristina Barcelona” by Woody Allen. Video 1 production: @f2max x @maximsap @yuliya_ibatullina Creative direction: @luigiandiango Camera: @danyaa_g Editing: @samerei Stylist: @juancebrian Hair: @luigimurenu MUA: @pabloidbeauty Special thanks to @VogueSpain team and @ETorriente. Video 2 production: @F2MAX.
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Oscars 2021 I bet I have a plan for every evening this week — a must-watch list is revealed! Bye, healthy sleep — hello, good movies • “Nomadland” — Best Movie, Best Actress #FrancesMcDormand, Best Director #ChloeZhao • “The Father” — Best Actor #AnthonyHopkins, Best Adapted Screenplay #ChristopherHampton and #FlorianZeller • “Mank” — Best Cinematography #ErikMesserschmidt, Best Production Design • “Tenet” — Best Visual Effects • “Ma Rainey’s Black Bottom” — Best Costume Design, Best Makeup and Hairstyling • “Promising Young Woman” — Best Original Screenplay #EmeraldFennell • “Another Round” — Best International Feature Film • “Sound of Metal” — Best Sound, Best Film Editing • “Soul” — Best Original Score, Best Animated Feature Film Have u watched any of these movies?
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I’m shocked... @AlberElbaz8 dies at the age of 59. He passes away after a three week Covid-struggle Alber was a creative director of @LanvinOfficial for 14 years. Israeli-French designer rejuvenated the fashion house, lead it to creative and commercial success. After a short break he triumphantly came back with @AZFactory — his own fashion brand that promised to be purely authentic, innovative and ‘wearable’ at the same time: Alber created clothes that let women feel free, comfortable and unique. Alber was always marked not only as a talented designer but as a kind-hearted person and gentlemen. I’m so sorry for him leaving us so early... Video: @iammucci x @f2max x @fashiontomax_russia.
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One of the most professional models I’ve ever seen! @GigiHadid celebrates her Birthday. I was amazed by how cheerful and open-minded she was. It was nothing but pleasure to work with you, dear Gigi! I wish you wonderful motherhood, full of love, health and happiness!
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To mark the 40th anniversary of the brand @MichaelKors presents #FW21 show. It was filmed by @AlexDeBetak in NYC’s theater district. The designer will personally donate to @TheActorsFund in support of the theater culture of his native city. I’m so happy I had an opportunity to meet Michael and work with him. In 2019 @F2Max filmed the opening of the brand’s store in London. Video: @F2Max.
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@Gucci presents #Aria fashion film — that’s one of the best shows I’ve recently seen! #Gucci celebrates 100 years from the foundation. The brand unveils #FW21 collection created in collaboration with @Balenciaga. Directed by @FloriaSigismondi the movie contains lots of references to the history of both fashion houses. @DemnaGvasalia and @AlessandroMichele designers tandem worked a lot with the archives to enrich the show with the meaningful details. U can notice lots of ‘savoy’ titles. It’s a tribute to @TheSavoyLondon hotel where #GuccioGucci worked as a liftboy when he left his house in the youth and moved to London. Mixed #Gucci x #Balenciaga logos, homage to the previous creative directors (1996 red velvet suit by @TomFord), sparkling glamor, crystallized accessories shaped like anatomical hearts, horse-riding gear and popular songs that feature the world #Gucci — these all marks the heritage of the fashion house and the influence it’s made on the culture. “The myth of foundation is reinhabited in the light of the present”, — #AlessandroMichele says. It’s true: the modern & past are merged in the show. It’s unique how the DNAs of two major houses are harmonically mixed together without loosing the identity of each one. I like the concept of the fashion film. Its plot helps to clarify the message and tell us more about 100-years #Gucci history. It shows how many possibilities digital format gives us, so fashion movies gonna stay with us for long. Have u seen the show? Put if u like it. Video credits: @gucci x @floriasigismondi. Soundtrack: @lilpump #guccigang.
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Today @RosieHW celebrates her Birthday🤍 Have u known that Rosie became the first British @VictoriasSecret Angel? She was born in an ordinary family and was building her career on her own since the age of 16. When Huntington-Whiteley sent her resume she planned to work as a public relations specialist, but her fate decided the other way. In 2004 she debuted on the NY runway. I guess that’s a perfect example of how being persistent and hardworking can lead u to success!
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Moscow has never been my city... ... until this week! I’m so charged by the energy of Moscow like I haven’t been for looong. It’s like a Russian New York — here everyone is in pursuit of their goals. U become a part of this flow and start inventing so many ideas! Typical ‘story of success’ in Russia is: moving from a small town to Moscow (sometimes Snt.P.), starting from the bottom in the city, reaching some heights, moving to Europe/USA and finally conquering the world. I’ve skipped Moscow stage (tbh, my hometown Ekaterinburg can’t be called small) and moved to Milan. In these years Moscow has changed fundamentally! This trip made me look at this city under a new perspective — Moscow has become a center of the world like NY, Paris or London. While they are locked down, here in Russia the life is not just going on but rushing! Before the pandemic @F2Max was in a crazy race. We used to create several projects at the same time. Now, when everything is slowed down, it’s a perfect time to explore local markets and expand our business. Btw, I’ve come up with the idea of a project in Russia, that will surprise u a lot! Any ideas about what I’m preparing? P.S. Thanks to the talented photographer @NinaPaliy_Photo for these beautiful shots
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Revealing the secret mission of my Moscow trip🤫 Lots of u asked why did I come to Russia. Here’s my answer: to get vaccinated from Covid-19 Why Moscow? Here Sputnik V (Russian Covid-19 vaccine) is available for anyone at any time. To add, it’s free. U can get vaccinated even in the department store. While in Italy I need to wait my turn till autumn — autumn, Karl! Sputnik V is safe and harmless. It was registered this August and has 92% efficacy in trial. I’ve done it to feel more safe and free in travel Tbh, I don’t understand why can’t Covid-19 tests and vaccines be as available in Europe? In Russia u can make it even in the airport. Just to make a test in Milan I have to pay €90, find a special spot, register in advance and wait for several days... What do u think about the vaccine? R u going to get it?🧐 P.S. I wanna thank @MedsiGroup, where I was vaccinated. The process was very fast and easy!
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I didn’t expect it from Moscow! I haven’t been here in 1,5 years and it feels like different universe— the life is going on here and the rush doesn’t stop for a second! I can’t get enough of this energy! What a pleasure to breath in fresh air without a mask! It’s crazy our world’s come to the point where we can’t do this, but it’s just the way it is. I’m catching every moment to enjoy the weather and Moscow Despite I couldn’t see lots of my friends I had a spontaneous meeting with some guys from @F2Max team. Unfortunately, not en bank but it still made me very happy! I missed u so much Hope, we’ll reunite with the whole team soon! Put if u have ever been to Moscow! Or u wanna come here? Photo: @stepanfilenko.
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Rushed flight to Moscow? What happened?🧐 I received sooo many messages like “Are u in Moscow? Why didn’t u message me?”, “Why did u come here? Is everything ok?” and so on. Honestly, my decision to come to Moscow was a bit unexpected. I haven’t been here in 1,5 years and I missed this city so much. But that wasn’t the reason. I didn’t tell anyone in advance because I knew I wouldn’t be able to meet anyone. So, I’m sorry to all I couldn’t see. I have just 3 days and one really important mission! Any doubts what did I come to Moscow for?
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@AlessandraAmbrosio was a Birthday girl yesterday I’m happy I had an opportunity to work with amazing Brazilian belle! We created some projects for different brands and met at fashion shows and events. Every time Alessandra impressed me with her professionalism and energy. Her beauty is shining inside and out — once again I get convinced how unique Brazilians are, they have this exceptional vibe that makes u wanna smile and dance) HB, dear Alessandra! I wish u all the best! It was amazing to work with u and I hope that we’ll have an opportunity to do it again! Videos: @danyaa_g @iammucci @i_am_misch @janepetrova.film x @f2max.
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On April 9th my dear friend @AnnaDelloRusso celebrated her Birthday️ We’ve known each other for so many years and this friendship matters for me a lot! Japan, Dubai, Moscow, Paris, New York — the best way to understand a person is to travel with them, I guess, we know each other pretty well) I adore your endless energy and optimism, how easy u cope with any unexpected situation. We created so many amazing projects together that even started shooting a documentary about it. I’m sure as a result we will get a story about extremely unique and exceptional person! Before I met you I thought I was organized, but ur perfectionism — smth superior! I remember, when we were filming your closet, which had been forming for several decades, u knew exactly where every little item was! All the clothes was treated so delicately — it revealed your responsible approach to any case and to our planet. You are not just a friend, but a teacher for me. You’ve always supported me and I appreciate it so much! Love you, my dear Anna My best wishes in your Birthday — you deserve all the beauty and happiness of the world, as u give so much back! Hope, we’ll meet soon! Miss u
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Ma shining girl @Howtosasha celebrates her Birthday U r one of the most cheerful people I’ve ever met, so many emotional memories from our 2016 #Bali trip! I wish u receive as much energy and happiness as you give to the world, miss u so much
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Happy Easter, guys️ I hope you all spend this day with your dearest friends and family!
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How did I move to Milan? Part 3 U all know I’m keen on traveling. My perfect scheme is to live “everywhere”. But now I feel that it’s really important to have a place that u can name ur home. But why to stop on a city u were born in? If u’ve chosen ur perfect country but can’t dare to move — here’re some useful tips🧐 Start learning a language of a country u wanna move to, BUT don’t obsess over it! When I moved to Milan my Italian was like “ciao, gelato, grazie” but I even got a job! Financial airbag — be sure u can live at least 6 month without any income. A place to live. Better think about it in advance otherwise u can loose lots of money, time and pleasure from ur move. Ask for help! Talk to as many people and get as much information as possible! Any change causes difficulties, but u make less mistakes if u learn from the others. To add, those who’ve gone through the same process can share lots of secret u won’t find in web. Communication makes our life easier🤝 When u move, enroll on the language courses — that’s an easy way to get new friends from different countries and lots of useful information — u all face the same challenge, why not to cope with em together?) Please, share in comments: what is ur dream city to live in?
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Iconic @CelineDion celebrates her Birthday! I was lucky enough to meet the legend at @AlexandreVauthier Haute Couture show. Tbh, I am a fan of hers (who isn’t?) Once i visited the concert of Celine in Las Vegas — it was incredible
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Traveling is an inseparable part of my life. Better to say, it used to be. As the pandemic didn’t ask for an invitation to come Tbh, my 2020 wasn’t as poor in travel as it could be, but if to compare with 2021... My 2019 travel list: Rio, Tulum, Miami, NY, Monaco, Madrid, Moscow, Milan, Beijing, Rome, Kazan, Cannes, lake Como, Paris, London, Sardinia, Ibiza, Beirut, Mykonos, Florence, Capri, Naples, Venice, Malaga. Even without mentioning that some places were visited 2,3,4,5 times, the list is pretty cool) About 24 cities and around 54 movings So, here is my 2020 map: Caraiva (Brazil), Milan, Paris, NY, Trancoso, Forte dei Marmi, Venice, Piemonte, Dubai, Maldives — 10 cities, not that bad! What’s about 2021? Milan, Milan, Milan, Dolomiti and Milan one more time But it’s only March and I hope that this list will get longer Sharing my travel memories in video How many places do u usually visit in a year?
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How did I move to Milan? Part 2 As I wrote previously I set a date: in a year on October 6th I would be in Milan. And forgot about it until the notification on my iPhone appeared exactly in the moment I arrived to my dream city! Coincidence? I would call it a power of intention. I had a strong wish to move to Milan — so I decided to do it. And started bringing my plan to life. That time book “Secret” was really popular. It spoke about the visualization and how it works. I liked that topic a lot (and, honestly, still do). I was never afraid to dream, but what is more important — to believe in your dream, imagine like it has already come true. When u visualize, it’s important to be concrete, add as many details as possible and set a concrete date. Try to FEEL like u already have it. But just wanting smth isn’t enough. There’re lots of ‘real’ steps that you should do to move anywhere. Wanna me write about them? Put P.S. The photo is from my @LefayResorts #Dolomiti trip.
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How did I move to Milan? Part 1. I was 13 when I went abroad for the first time. It was Great Britain, Coventry. At that moment I understood: my hometown Ekaterinburg in Russia is not where I wanna live forever. From then till now I can’t stop traveling (I even used to have a tourist agency but that’s a different story). New places are an irreplaceable kind of inspiration for me️ But why Milan? Once I visited my close friend @Beloxana who lived in the Italian capital of fashion. I fell in love with the city once and forever️ I just FELT that Milan is my place: it’s air, rhythm, people, food — everything! I decided that I’ll move here. At that moment I had no job in Milan. My Italian was kinda “Ciao”, Buongiorno” and “Bellissimo”. What I had: a strong intention and a reminder on my IPhone “moving to Milan — December 6th”... Put if u wanna part 2!
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Got my annual doze of champagne and enjoyed the evening at @Alisa_Volskaya ‘s place) Alisa turned her apartment with Duomo view into a meeting spot for those who miss live communication. We don’t see each other that much but every time is super fun and inspiring. It’s so cool when u create a mental bond with people, have similar mindset and every chat charges u with new ideas and desire to act! Who can make us happy? Just ourselves. But being happy while living isolated feels impossible for me. I’ve said dozens of times that ur social circle is what defines u, ur quality of life and ur development. People can either support and fulfill u with energy or emotional drain u. So, I’m extremely happy to have my friends who always make me feel good! I hope they feel the same What’s about u: what is the longest period u have spent alone? (I mean, literally alone, meeting no one)
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I guess, not a lot of u know that I’ve started my path in fashion as a photographer. So, why have I chosen being a businessman? I am a “visual” person, I like not only looking at “good pictures” but taking them myself. After being a fashion consultant I started visiting fashion weeks really often, once my photos trapped in @Glamour_Russia — here the story starts and rushes forward till today! But I realized really soon that I need growth and there were two ways: solo-career as a photographer or building my own team. In the frames of professional development I thought that the second variant has almost no “roof”, no limit! So, I’ve started turning my skills into a business and founded FashionToMax. When buildings team u not only get rid of some routine u don’t like (correspondence, documents and etc) and save a lot of time but provide a better result as everyone does what they are good in! What’s more, FashionToMax and me personally give an opportunity to develop for the young talents: our photographers and videographers grow with us and become real professionals. So, working in team gives us an opportunity to realize more ambitious projects and grow faster Btw, do u wanna me tell about the very beginning of my career? Put if u want! P.S. The photo is from my amazing vacation in @LefayResorts Dolomiti.
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I miss my friends so much I was extremely happy to see @NatalyOsmann and this made me realize how much I need live communication! If u r surrounded by right people, they charge u with energy and inspiration. Isolation gave me a lot but I need going out and being in the crowd. I guess, now I should balance these two states. Btw, do u feel that the more u stay alone the less u wanna communicate? I kinda trapped in it while being locked down
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Happy Birthday, @CaroDaur, ma baby I’m so happy to be ur friend! Always gorgeous, elegant and crazy! Every memory with u is unstoppable fun. I wish u lots of love and happiness! I miss u so much
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How to overcome social anxiety or the power of communication — part 2 It’s important to remember that we all are equal — no one is worse or better. What we all want — a good result, if u can provide it — why wouldn’t big brands or celebs work with u? There were times when nobody knew who was Rihanna — look at her now! If you are afraid of responsibility to take projects from A-list clients — u’d never get A-list clients! U will never be ready enough to work with #Prada, for example. But u always can start and do your best. One really important thing to remember — it’s just a process. There would be no ups without downs. Winning all the time is impossible and no need. One door closes — the other one opens. Remember, your success doesn’t identify you — do your best and let it go how it goes! Put if it was useful! Photo: @shevchenko_photo. @skylightstudio.ae
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Stunning @EvaHerzigova celebrates her Birthday Sharing the video our @F2Max team made at #VeniceFilmFestival in 2016. My best wishes to gorgeous Eva! I miss these crazy overcrowded events so much Sometimes this rush seemed to be impossible to handle but actually it gave me so much energy! Put if u miss it too!