Dear ladies,

If you are a fashion ( and instagram ) lover than you must know about the longtime companion of Russian oligarch and billionaire media magnate Alexander Lebedev – Elena Perminova.

Her style is elegant, inspiring and chic.

About fashion Perminova says : “When I was nine, everyone wanted to be a princess at Christmas, but I dressed as a baby chicken. I realized it was important to have a personality. Otherwise you’ll be lost in the crowd.”

“On my very first trip to New York, Alexander said, ‘Please go to Bergdorf and buy something,’ but I was so impressed by the clothes, I couldn’t make up my mind,” she recalls. “So I bought jeans and wore them with his hooded sweatshirt and his huge Stephen Webster cross. [While I was] walking around, everyone looked at me—and I started to understand what I wanted and how this outfit was best for New York. But I could’ve bought a Dolce gown!”

“My day-to-day wardrobe is rather modest; I prefer to collect books rather than clothes,”

“Russian style has changed a lot,and thank God. In the past it was so much about labels. Everyone wanted to show that they were rich. I never liked that.”


Photo: instagram LENAPERMINOVA

About The Author

Tamara Nikolic was born in Serbia, but now lives between Belgrade and London and travels all around the Globe. Since she was a little girl she was interested in fashion and writing. In school she has won many awards for her essays. She speaks fluent Serbian, English, French and Spanish and has a University degree in Economics. Parallel to her studies she managed to work as a model for some of the biggest modeling agencies in the world like Elite and Next Model Management. Thanks to her presence in Fashion and strong media presence Tamara has decided to create a luxury webmag for modern, fashionable and business oriented people. “Lux to go” is a source of inspiration and style that includes fashion tips, latest trends, beauty tips and many more. Through “Lux to go” you’ll be able to see a glimpse into her world.