The Ninth Arbitration Court of Appeal refused to satisfy the complaint of the Panamanian European Capital Investment Fund regarding the claim of the former owner of a 0.06% stake in the trading house (TD) TSUM Igor Marinin, leaving the decision of the first instance unchanged, the court ruling said. In September 2015, the Moscow Arbitration Court ordered the European Capital Investment Fund to pay Marinin almost 5.7 million rubles, it follows from the court decision, of which 5.37 million rubles. – losses arising “in connection with improper determination of the price of the securities being purchased”, the rest – costs of examination and state duty.

In 2013, in several stages, the European Capital Investment Fund consolidated 100% of the shares of OJSC Trading House TSUM. Having brought the share in the company to 95.2%, the fund sent a mandatory offer to the minority shareholders of the trading house to buy out the remaining shares at 23 rubles. for the paper, Marinin recalls. With this assessment, the value of the entire company was approximately 6.2 billion rubles, or $182 million at the exchange rate as of July 1, 2013 (it was on this date that the value of securities of the TSUM trading house was calculated by the appraiser appointed by the European Capital Investment Fund). In the lawsuit, Marinin indicated that the valuation was underestimated, and the ransom amount should be higher.

Maria Abakumova

“If you had a plot of land on Red Square, would you sell it?” - by asking this rhetorical question, the owner of the site overlooking the Kremlin makes it clear how highly he values ​​his property. Indeed, the numbers are blinding: the cost per square meter in Tretyakovsky Proezd or in the first houses on Tverskaya reaches $30,000 per 1 sq. m. m, the rental price here can be $7,000 or $10,000 per sq. m. m per year.

Forbes decided to find out who owns these treasures and receives these fabulous incomes. We have selected the largest objects from those that are located at a distance of one kilometer from the Kremlin and bring money to their owners. The Kremlin is a triangle in plan, so the map turned out to be in the shape of a heart. We estimate that the value of the selected 19 properties is close to $7 billion.

It is inconvenient to develop construction around the Kremlin. The surrounding area is densely built up, the areas directly next to the red wall are strictly protected by the Federal Protective Service, the underground space is overflowing with networks and communications, and the concentration of historical monuments here is higher than anywhere else. All this can increase construction costs by 20–30% compared to other areas of central Moscow. And despite all this cramped conditions, Roman Abramovich, Suleiman Kerimov, Arkady Rotenberg, Dmitry Rybolovlev, Alexander Zanadvorov, Mikhail and Sait-Salam Gutserievs, Mikail Shishkhanov and many other members of the Forbes list bought hotels, offices and shopping complexes here.

The list of owners could be much longer if we included all the former members of the Golden Hundred, who once owned projects near the Kremlin, but then for some reason lost them. By observing how the most attractive objects near the Kremlin passed from hand to hand, one can study modern Russian history.

“[Hotel]“Moscow” is a building, “Rossiya” is a whole block! - in an interview given to Forbes several years ago, developer Shalva Chigirinsky, who took part in the reconstruction of both hotels, did not hide his enthusiasm. “Russia has completely different prospects.” As the head of the Moscow development company, which was jointly owned by him and the capital government, Chigirinsky developed the concept of the renovated Moscow Hotel in the early 2000s. The right to reconstruct the hotel and receive part of its space for this went to the structures of deputy Ashot Yeghiazaryan, but Chigirinsky, who was a good friend of the wife of the capital mayor Elena Baturina (their offices were located next door in a building built by Chigirinsky in Nikitsky Lane, Chigirinsky claimed that he paid her expenses for plane), received a much sweeter piece from the city. Namely, the project to build an entire block of offices and hotels on the site of the demolished Rossiya Hotel - a gigantic project of 300,000–450,000 sq. m. m with an investment volume of $830 million. Chigirinsky’s competitors promised to invest twice as much in the reconstruction of the site on the banks of the Moscow River where the hotel stood, but the competition commission, obedient to the will of Yuri Luzhkov, was adamant.

So where is the new quarter in place of “Russia”? Chigirinsky only managed to dismantle the remains of the hotel, then the crisis struck, the developer was unable to pay his debts, the new Moscow authorities led by Sergei Sobyanin took away the site, and recently Vladimir Putin wanted to see a park in place of the vacant lot. Chigirinsky, like Elena Baturina, has been abroad for a long time.

Another darling of fate in the Luzhkov era is co-owner of the Cherkizovsky market Telman Ismailov. In the early 2000s, he bought the famous Voentorg on Vozdvizhenka from the city and minority shareholders (among them was Joseph Kobzon). The building was dismantled to its foundations and rebuilt, the area increased from 18,000 to 70,000 sq. m. m, and before the crisis and change of power in Moscow, the renovated shopping complex, which was desperately criticized by architectural critics, was estimated at $700 million. However, after the crisis, the closure of the Cherkizovsky market and the flight of Telman Ismailov abroad (newspapers wrote that he had quarreled with Vladimir Putin), the object bought by the owner of Nafta Moskva Suleiman Kerimov. He, in turn, gave this building to another oligarch, the “king of fertilizers” Dmitry Rybolovlev, in 2011: Voentorg was used to pay for the transaction to acquire a stake in the chemical giant Uralkali.

There are many such examples. The once influential MP, Ashot Yeghiazaryan, who is now hiding abroad, has already lost the Moscow Hotel and a plot on Sofiyskaya Embankment - the first project went to Suleiman Kerimov and Vladimir Putin’s friend Arkady Rotenberg, the second to Alfa Group. Elena Baturina's Inteko company will not build a five-star hotel on the site of Warm Trading Rows on Red Square, although a few years ago the matter seemed decided.

Is it possible to own real estate near the Kremlin and not become a victim of another wave of property redistribution? Experience shows that it is possible if you conduct your business carefully and remain as inconspicuous as possible. The owner of the Romanov Dvor business center, where the Troika Dialog office is located and which has maintained leadership in rental rates for many years, Gagik Adibekyan began building his project back in the 1990s and gradually expanded it from 6,000 sq. m. m to the current 46,000 sq. m. Adibekyan amicably settled matters with his partners when they wanted to do other business, and did not fight with anyone. And a share in the Balchug Plaza business center, whose windows also overlook the Kremlin, has long been owned by the most negotiable of Russian oligarchs, Roman Abramovich.

	Address: st. Petrovka, 2. Cost: $520 million. Area: 65,000 m2.
	Shopping center "Nautilus" Address: st. Nikolskaya, 25. Cost: $60 million. Owner: structures of the Bank of Moscow. According to the Ministry of Internal Affairs, the beneficiaries are Andrei Borodin and Dmitry Akulinin themselves. In December, by decision of the Tverskoy Court of Moscow, the shopping center was seized. Area: 6700 m2.
	"Central Children's World on Lubyanka" Address: Teatralny pr., 5 Cost: $260 million. Owner: Hals-Development (VTB). Area: 74,000 m2 (planned after reconstruction).
	Ritz-Carlton Hotel Address: st. Tverskaya, 3. Cost: $500 million. Owner: Bulat Utemuratov (“True Capital”). Tops the ranking of influential businessmen according to Kazakh Forbes. Former head of the administration of President Nursultan Nazarbayev. Area: 59,300 m2.
	Hotel National Address: st. Mokhovaya, 15/1, building 1. Cost: $155 million. Owner: Sait-Salam Gutseriev (BIN group). Area: 21,530 m2.
	Moscow Hotel Address: Okhotny Ryad, 2. Cost: $1.1 billion. Owner: Mikail Shishkhanov, Suleiman Kerimov, Arkady Rotenberg. Area: 185,000 m2.
	Hotel Metropol Address: Teatralny pr., 2. Cost: $280 million. Owner: Alexander Klyachin (KR Properties). Area: 39,400 m2.
	Gallery of boutiques in Tretyakovsky Proezd Cost: $100–160 million. Owner: Mercury company (Leonid Fridlyand and Leonid Strunin). Area: about 10,000 m2.
	Trade and office center "Nikolskaya Plaza" Address: st. Nikolskaya, 10. Cost: $250 million. Owner: Investment and construction holding "Rutsog", founder Grigoryan Ruben Tsokalovich. The holding's portfolio includes several residential buildings and the Olympic Plaza business center near the Prospekt Mira metro station. Area: 40,000 m2.
	Business center "Romanov Dvor" Address: Romanov lane, 4. Cost: $380 million. Owner: Gagik Adibekyan, founder of RD Group. Area: 65,000 m2.
	Shopping center "Okhotny Ryad" Address: Manezhnaya square, 1, building 2. Cost: $750 million. Owner: Alexander Zanadvorov. Area: 62,300 m2.
	Address: Red Square, 3. Cost: $625 million. Owner: the GUM building belongs to the state, but until 2059 is leased from the Bosco group by Mikhail Kusnirovich. Area: 75,000 m2.
	"Voentorg" Address: st. Vozdvizhenka, 10. Cost: $350 million. Owner: Dmitry Rybolovlev. Area: 70,000 m2.
	"Gostiny Dvor" Address: st. Ilyinka, 4. Cost: $320 million. Owner: city of Moscow, Mikhail Khubutia (owns a share and manages Gostiny Dvor). Area: 80,000 m2.
	Hotel Baltschug Kempinski Moscow Address: st. Balchug, 1. Cost: $185 million. Owner: J&T Real Estate (Slovak businessman Peter Korbačka, brother of Roman Korbačka, co-owner of Nomos Bank). Area: 23,000 m2.
	A vacant lot on the site of the Rossiya Hotel Address: st. Vozdvizhenka, 10. Cost: $1.5 billion (before project cancellation). Owner: Moscow, until last year from the company of Shalva Chigirinsky. Area: 13 hectares.
	Business center "Tsarev Sad" Address: Bolotnaya st., 10, building 1 Cost: $220–250 million Owner: Sberbank Capital Area: 72,000 m2
	Business center "Balchug Plaza" Address: Bolotnaya st., 10, building 1. Cost: $170 million. Owner: Roman Abramovich, Alexander Chigirinsky. Their company, Snegiri, erected several other smaller buildings in the neighborhood. Area: 29,700 m2.
	Vacant land on the site of the future Four Seasons Hotel Address: Sofiyskaya embankment, vl. 4–10. Cost: $160–180 million. Owner: Alfa Group. Area: 3 hectares, the area of ​​the future project is 47,000 m2.

The history of the current TSUM began in the 19th century, when two Scottish merchants Archibald Meriliz and Andrew Muir founded a trading company in St. Petersburg, named after them: “Mur and Meriliz”. The trademark “Myur and Meriliz” was registered in 1857.

Photo from 1908. Department store "Mur and Meriliz".

At the end of the 19th and beginning of the 20th centuries, the company's affairs were led by the third co-owner, Walter Philip. In the 1880s, the company moved from St. Petersburg to Moscow, where it rented a store on Kuznetsky Most, 19, which had just been rebuilt by Arch. Kossov from the old estate of Prince Gagarin, and five years later opened a wholesale store of ladies' hats and haberdashery on the corner of Kuznetsky Most and Petrovka ( in the “House of Khomyakov”).

Photo from the late 1910s.

The new building attracted everyone's attention and was recognized as an architectural masterpiece. The management of the trading house realized its importance for the center of Moscow and decided not to put the “MM” brand name on the facade. The new store was opened at Christmas in 1908 and aroused great interest due to the novelty of technical equipment, European comfort and the beauty of the decoration of the rooms.

Photo from 1908. Fire of the Maly Theater.

With the opening of the new department store, Muir and Meriliz reached the pinnacle of its fame. In addition to the store on Teatralnaya Square, for him, according to the design of the same Roman Klein, the “Furniture and Bronze Factory” was built on Malaya Gruzinskaya (now the Rassvet factory). In 1908-1917, the turnover of the new store and the scope of the company's activities as a whole grew rapidly.
By 1913, the store had 80 departments. In terms of turnover and equipment of its trading floors, Muir and Meriliz was not inferior to such a London department store as Harrods.
The innovations of the Muir and Meriliz department store were an information desk, a waiting room, an information service for Moscow and two high-speed electric elevators for customers.

After the revolution, the department store closed, but not for long.
March 10, 1922. The orchestra is thundering. The lobby is filled with invitees - numerous guests who came to the opening of the capital's largest department store - Mostorg. The chairman of the store's board of directors, clinking his scissors, cut the scarlet ribbon. There was applause from the crowd. The orchestra started playing.

Photo from the late 1920s. N. Granovsky.

Photo 1926 A. Rodchenko. View from the corner of Petrovka and Kuznetsky Most. The picture clearly shows the building that has not been preserved, in the place of which new lines of the Central Department Store are now located.

Photo 1935-1937 Same look.

Photo 1935-1937 Service entrance to the Central Department Store from Petrovka.

For a long time Muscovites remembered the old name of the department store - “Mur and Meriliz” - and often used it in conversation: “...Here’s 8 rubles and 15 kopecks for a tram, go to Muir, buy a good collar with a chain,” wrote Mikhail Bulgakov in “ Heart of a dog."

And here are the memories of “Mur and Meriliz” of the 30s by the wonderful writer Yu. Nagibin:
"...I remember the captivating jumping on a spring of the fur toy monkey Foka with his baby. “The monkey Foka dances without rest and time, goes for a walk on Kuznetsky. He teaches his daughter to dance. Fun fun for children and young people!” - the salesman with a curly forelock from under his military cap bawled tirelessly. The fun was undoubtedly fun, but obviously quite expensive, judging by the fact that my mother stubbornly did not notice the touching glances that I threw at Fokka, and the pleading ones at her. .
Only once was I close to realizing my dream of a restless dancer. The remains of a huge sum of ten rubles, accumulated in nickels and kopecks from the generosity of my grandfather the doctor, to buy a Montecristo pistol, were supposed to go to Foka. The capital was stolen from my pocket in the Muir and Meriliza store (the old building of today's Central Department Store). Never before had the city heard such a heart-rending roar as I erupted upon discovering the loss. The noble weapon (kills a man five steps away!) was already weighing down my right hand, and in my left the funny furred Foka was twitching, and I saw myself as an idol of the court. The grief from the loss, which plunged me into my former insignificance, was aggravated by the loss of trust in the world, which for the first time thrust its terrible pig snout towards me. I remember that before the tragic event I stood at the entrance to Muir-Merilis (my mother went to the window) and enthusiastically watched the newspaper boys scurrying among passers-by with piercing screams: “Mayakovsky’s last conversation with the financial inspector!” Probably in those moments, when I was staring at the boys with my mouth open, I was robbed.”

The main flow of buyers filled the department store after five o'clock, when the working day of workers in Moscow factories and factories ended. Often, without even having time to change clothes, turners, mechanics, and machinists crowded around in oily overalls that smelled of heated metal and fuel oil. They crumpled good cloth in their hands, tried on strong shoes, and chose colorful cotton fabric for their wives’ dresses. At TSUM, workers were given a wide range of credit - they could buy goods using special limit books.
In 1933, TSUM, for the first time in the country, organized a pilot universal trade in high-quality industrial goods at increased prices.

Photo from the 1930s.

Photo from the late 1930s.

Photo from the late 1930s.

Photo from the late 1940s - early 1950s.

With the beginning of the war, the windows of the houses stopped glowing, the shop windows went out, and the appearance of the store changed - sandbags took the place of elegant mannequins in the windows, the mirrored windows disappeared behind plywood shields. The premises on the upper floors of the department store turned into barracks. During the Great Patriotic War, the Central Department Store provided supplies to workers using a rationing system, and barracks were located in the premises on the upper floors of the department store.

After the war, separate factories were attached to the department store, which produced a wide range of goods only for TSUM according to its orders.

Photo from the 1950s. Facade along Petrovka.

Photo from 1962. The only “bronze homeowner” in Moscow against the backdrop of the Central Department Store.

Among the goods of daily demand, TSUM sold: wicks for kerosene stoves and kerosene gases, mica, “string bag” shopping bags with wooden handles, and children’s floor brushes. In total, the store had up to 17,000 items on sale every day, ranging from a needle for 2 kopecks to ladies' fur coats.

Photo from the late 1970s - early 1980s.

The TSUM team was the initiator of the introduction of self-service trading, sales based on samples, with open access for customers to goods. Subsequently, a new step was taken in the development of progressive trading methods - the sale of goods was organized with an open display of them on the counters and payment of money to the seller through a cash register installed here on the counter. Thus, from year to year, thanks to the initiative and creativity of the department store employees, the use of domestic and foreign experience, trading methods expanded, improved, and qualitatively new, more effective ones were created.

In the 1970s, a new building was added to the Central Department Store. The department store area was expanded.

Photo from the early 1990s. The photo shows the new line of the Central Department Store.
I can’t remember whose photograph this is... D. Borko?

In 1992, TSUM changed its organizational and legal form and was transformed into an open joint-stock company. In 1995, it was decided to reconstruct the building in order to expand the retail space and optimize the store’s assortment structure.
The purpose of the ongoing reconstruction is to expand retail space through a more rational layout and organization of retail space.

At the end of 1995 - beginning of 1996, TSUM held an open international tender for the creation of a department store modernization project and its implementation. The tender was won by the German company ReDesign Einrichtung GmbH (Germany), one of the well-known design and construction organizations that participated in the reconstruction of the largest European supermarkets and department stores.

Modernization was carried out without stopping trade. After which the area of ​​the Central Department Store increased to 33 thousand square meters with a qualitative improvement in the store infrastructure (convenient access for customers to goods, modern elevators and escalators, automation of goods processing, rest areas for customers, etc.).
The cost of the upgrade was approximately $22 million. The required capital investment was covered 50% by the third issue of shares and 50% by profits, depreciation, investments from trading partners and loan funds.
The reconstruction and overhaul of the central building of the Central Department Store was completed in 1997, after which the store acquired a new, modern appearance, not inferior to its international counterparts.

Modern photo.
As we can see, unlike the leadership of 1908, the current leadership did not hesitate to stick “modest” advertising on the façade of the monument.

And for clarity, a collage from

TSUM, located in the very center of Moscow, in close proximity to historical monuments of cultural and architectural significance (Bolshoi and Maly Theaters, Moscow Operetta, Historical Museum, Red Square, Moscow Art Theater named after A.P. Chekhov, Youth Russian State Academic Theater RAMT ), as well as exhibition halls (New Manege, Ekaterina Cultural Foundation) and world-famous hotel complexes (Metropol, Ararat Park Hyatt, The Ritz Carlton).
The history of TSUM began in 1857, when two Scottish merchants Andrew Muir and Archibald Meriliz founded the trading company Muir and Meriliz in a building on Theater Square. Here, on the site of today's Central Department Store, a very large department store was created, similar to the Whiteley's in London and the Bon Marché in Paris. This was an excellent option for building such a store: near Red Square, the Bolshoi and Maly theaters. Nearby was the chic Passage and Kuznetsky Most - a street of expensive, prestigious shops.
Muir and Meriliz became the first department store in Russia - a store for the middle class. Here you could buy almost everything: shoes, clothes, perfumes, jewelry, furniture, household items, children's toys. All the goods of the Moscow department store were of excellent quality, the sellers were impeccably polite and tidy. The managers of the new department store are among the first in Russia to introduce European trading standards: fixed prices, the possibility of exchanging goods, periodic sales, daily delivery of goods to all parts of the city. Also, four times a year, Muir and Meriliz published a product catalog, which was sent free to everyone, as well as fabric samples. Any resident of the country from Warsaw to Vladivostok could order the goods by mail, despite the fact that the store would bear the delivery costs (within the European part). By the end of the century, the number of departments in the Muir and Merilis store reached 44, and the number of employees approached a thousand.
In February 1892, there was a severe fire in the store, but its consequences were quickly eliminated. “The premises were fully equipped with automatic fire extinguishers,” wrote store owner Andrew Muir, “and the damage to the goods appears to have resulted more from them and from the water supplied by the fire engines than from the fire.” Insurance covered all losses, but two firefighters died in the fire. This misfortune further increased the despondency of the owners caused by the decline of trade.
On the evening of November 24, 1900, a second fire broke out in the store. Moscow was flooded with bright red light for many miles around, and crowds of people gathered near the building to watch such an event.
The store building burned down and it was decided to build a new building on the site of the burnt one. The project of the new seven-story building was developed by the famous architect Roman Ivanovich Klein in the English Gothic style with Art Nouveau elements. For the first time in Russia, reinforced concrete was used during construction. Metal structures and a steel frame of the building, designed by the famous engineer V. G. Shukhov, were also used. Although the store was not a skyscraper, one way or another, a seven-story building was considered tall at that time. The new construction method made it possible to significantly increase retail space due to thinner walls.
With the opening of the new department store, Muir and Meriliz reached the pinnacle of its fame. By 1913, the store had 80 departments. The new store aroused great interest due to the novelty of technical equipment, European comfort and the beauty of the decoration of the halls. The innovations of the Muir and Meriliz department store were a waiting room, a help desk, an information service for Moscow and two high-speed electric elevators for customers, the appearance of which was very surprising and caused a real sensation.
In 1922, with the advent of Soviet power, the store was nationalized, and on March 10 of the same year, the largest department store in the capital, Mostorg, was opened. After some time, the store was renamed TSUM. IN
22:37:09
During the Great Patriotic War, the Central Department Store provided supplies to workers using a rationing system, and barracks were located in the premises on the upper floors of the department store.
In 1995, it was decided to reconstruct the building in order to expand the retail space through a more rational layout and organization of retail space. In 1996, the German company ReDesign Einrichtung GmbH (Germany), a fairly well-known design and construction organization that participated in the reconstruction of the largest European supermarkets and department stores, won the tender for the creation and implementation of a project to modernize and improve the department store.
In 1997, work on the new, modern appearance of the central building of the Central Department Store was completed. The modernization made it possible to increase the area of ​​the Central Department Store to 33 thousand square meters and qualitatively improve the store infrastructure. Buy things at Central. Universal. Fashionable” has again become prestigious and convenient.
Continuing centuries-old traditions, TSUM today is the first and main “Department store” of the country, offering products of the highest quality.
Exhibitions and art projects are held under the auspices of the TSUM Art Foundation (the foundation specializes in contemporary art). In 2007, as part of the 2nd Moscow Biennale of Contemporary Art, TSUM presented the project “American Video Art”. In 2009, Yoko Ono’s monographic exhibition “The Odyssey of a Cockroach” was also held here, as well as the exhibition of Chinese art “China, Go!” and the installation project by artist Oleg Kulik “Moscow. TSUM".
In September 2009, TSUM organized an event to raise funds to help orphans, and in March 2010, a photo project in support of the fight against cancer was presented to the public.

TSUM has been the fashionable mecca of the city since 1908, except for the period when there was no fashion at all in the Soviet capital.

The beauty of the department store windows proudly competes with the largest European department stores. Selling your clothes here is the dream of any designer from the former Soviet republics; this is a priori equivalent to getting on the A-list of “fashion business influencers.” Naturally, major market players, represented by Mercury, also at TSUM, send their most trendy items here, and other foreign brands rush to send as many of the most expensive goods as possible. Some even create capsule collections specifically for the store, because outside its walls, like outside Westeros, there is eternal winter, white walkers and wildlings (but, as we know from Game of Thrones, there are independent states too).

However, let's return to our 70 thousand square meters of luxury, where more than 2 thousand brands are sold. Who is buying all this? Let's go through the floors.

The first one is always lively: the Japanese are buying bags and accessories in a frenzy. Of course - for example, DG Girls, Dolce & Gabbana with cats can be bought for only 115,500 rubles. Employees from nearby offices come in for new glasses and compact Guerlain powder for 3,130 rubles, people walking around the center admire the space and collect samples... A serious man in a suit and accompanied by a couple of gloomy friends, climbing to the very top of Buro TSUM, stops to look at a watch or earrings as an evening gift for a woman. Intelligent ladies run upstairs to the Apple department to urgently replace broken AirPods, and at the same time see what they brought from the new Celine. On the second, men of all types and ages hang around, most often accompanied by ladies. But the invisible SOS signals that helpless “hares” and “seals” send into space will not help you avoid trying on some comfortable black jacket with a turn-down collar (Brunello Cucinelli, RUB 361,500) or a Stella McCartney wool sweater (RUB 49,950). ). Some manage to escape and settle down in a restaurant, while the faithful continue their frantic shopping on their own. But there are also guys who look no less dangerous than rapper Face. They carefully look for the hottest items, such as a belt bag with a skull print (Alexander McQueen, RUB 78,600), a black raincoat with a large logo (Valentino, RUB 156,500), and two-tone Jacquemus jeans (RUB 31,850), shimmering like vinyl. , Givenchy leather jacket (RUB 232,500) or combined high-top Fendi sneakers (RUB 87,450). Sometimes you meet women here who choose clothes for themselves - but what’s wrong, men’s clothes often fit much better than women’s, especially when it comes to cashmere and jackets. We rise higher.

Editor-Producer

If, looking at outfits from Roberto Cavalli, you notice a contemptuous look on yourself, almost one hundred percent She will incinerate you. Sometimes it seems that these ladies seem to deliberately stop near the most touching and mothballed things in order to wait for that unfortunate buyer and immediately begin to humiliate them on their Facebook. Check: she will definitely appear, even if you just stand for a few minutes near, for example, a hand-embroidered pale blue lace Valentino for 1,515,000 rubles, worthy of a wedding in Safis or the red carpet of the MIFF.

Okay, just kidding. The editor can be young (in which case, most likely, she either has a short haircut or multi-colored hair) or older, one thing in common is that our ladies are always dressed in black. They drown for the fem agenda, they are found near the Garage center and establishments like the House of Cultures and Blanc. Black flawed ones from Rick Owens are preferred by more experienced editors, while younger ones respect adidas Yeezy boots and shapeless hoodies from Vetemens. They have little money, but their passion for fashion is so great that they come here like others come to church. Don't buy, please. Our fashionable parishioners usually silently iron and touch dresses, jackets and coats with loving hands on the 4th floor in the department assembled under the leadership of Natasha Goldenberg. Sometimes they come to pay homage to Dries van Noten on the 3rd floor and pay tribute to the Saint Laurent and Celine corners. But, most likely, they will settle on the Tribute pendant from Versace for 20,500 rubles (large jewelry is in fashion, and Gianni Versace has never been such a fashion legend as he is now) or some other cute iconic trifle, for example, a leather case for credit cards from Balenciaga for 16,800 rubles. At least something from Demna Gvasalia! Well, or an acid-orange scarf made of wool and silk from Burberry for 26,700 rubles - with the arrival of Riccardo Tisci, the London house turned into one of the most progressive. Or maybe they won’t buy this either, but will take a photo and look for something similar.

Stylist

A lanky grasshopper with thin legs in huge ugly boots walks like a gloomy shadow in all departments. It’s easy to identify him: a small cap on the top of his head (bought in a second-hand shop in Europe), a huge hoodie (merch from an unknown designer with a big brand) and skinny jeans (borrowed from his sister). Always hung with huge bags, backpacks, trunks, branded bags - you just want to feel sorry for him, what holds his soul! But our grasshopper never loses heart, his player plays music from bands with complex names and difficult fates like “The Mare and the Dead-Eyed Toads” or “Home for Autistic Elderly”, his phone has a billion notifications from telegram channels, and his plans for the evening are to discuss with roommate on Patrick's new cover of Interview magazine with RuPaul. If you follow the stylist, you can understand what is most relevant now. For example, wide ruffled leather shorts from Saint Laurent (firstly, a trend, and secondly, the creative director of the brand, Anthony Vacarello, should not be underestimated) for 158,000 rubles. You can invest in things that have a chance to remain iconic. Or a long shirt with a print of an inverted anarchy icon from Vetements for 43,200 rubles - this can be worn to the office with black jeans, and to events. Or those ubiquitous square-toed shoes, like the white Bottega Veneta sandals for RUB 39,950 (from the fall-winter collection, by the way). But if our poor boy suddenly chooses respectable suits for respectable gentlemen or spends a very long time looking at dresses from the “vintage” department, most likely he is simply freelancing for an Instagrammer or a grande dame and her husband.

Grand Dame

She injected Botox and fillers back in the late 1990s, and spent her best years during the rampant 2000s, so our forever young grandmother cannot be helped by any healthy lifestyle, awareness and fashion for sustainable development. Only fur! Gold! Ostrich and alligator skin, hooves and wings of endangered animals. Our lady eats rare steaks for breakfast, can drink at least three bottles of Barolo and then snack on oysters at “Mario” - she was in that “Depot” of yours, what a nightmare: “People eat there right at the market!” Granny takes care of herself, is luxurious, cheerful, ironic and is accustomed to service in Hermes boutiques, so she hangs out in VIP fitting rooms, where she pokes her karate-lined fingers at helpful and humble consultants. More Dolce&Gabbana (a baroque bag for 468,000 rubles and don’t forget something with leopard prints (yes, those Lori ankle boots for 97,300 rubles). And yes, bring something as a gift for your grandchildren, whatever is fashionable there now ?A Saint Laurent triangular pyramid bag and an iridescent fuchsia faux fur cape from Dries van Noten for 42,750 rubles.

Seriously? Well, they have fashion.

Million Dollar Baby

The wealthy babe studies in European colleges, blogs about healthy eating and adores Alessandro Michele. She looks so neat that it becomes boring even before the cutie opens her mouth to talk about modern art and the creative path of producer Drake. The little girl rarely buys clothes for herself in Moscow, but she had to go buy a photo frame from Baccarat as a gift for her friend’s birthday in a strange Happy End bar, and at the same time, why not try on the cool new Gucci Flashtrek sneakers with thick soles for 89,950 rubles? Of course, our fashionista will not miss things in the style of nostalgic Soviet luxury, which Demna constantly broadcasts. Here is a denim skirt made of washed denim (RUB 59,200), like the grandmother’s in the photograph from 1992. Cropped jeans are also a must, for example from Lanvin for 54,000 rubles. And a cool belt bag in orange color and with the Russian inscription “style” from Heron Preston (RUB 23,350). How do we know what she will buy? Of course, from the air on Instagram, but didn’t you have time to connect to streaming?

Instagrammer

And, finally, a normal, beautiful woman. Without all those square-toed shoes and oversized clothes. Everything is simple here: short and transparent. And sprinkled with sparkles, highlighters, rhinestones. In general, you can recognize her presence even with your eyes closed: by the perfume you generously pour on yourself and the special trembling of the atmosphere around you. The women around begin to speak to their companions in suddenly sweeter and more subtle voices and urgently call them to rush a hundred kilometers from Moscow. Men, on the other hand, linger and suddenly discover a passion for shopping. Lips, breasts, legs, hair - there is something to look at, which is why she has millions of followers on Instagram. Where is she from? Unknown. Its name is Legion. And so she stretches out her long legs, trying on Gianvito Rossi leather stilettos for 69,950 rubles with a bracelet strap studded with crystals, and there is silence all around, despite the background music. And you can only hear how loudly the hearts of those around you are beating.

Businesswoman

She has mastered Zen, meditation and all types of relaxation, but she can still be heard from afar: our CEO walks around the 3rd floor and simultaneously makes Skype calls from one phone and answers letters from another. She usually orders everything online, but then the meeting at a nearby restaurant was canceled and she had an extra 40 minutes while the driver was driving. To spend my time more efficiently, I went to buy some jackets and bags. At the same time, you can get the missing 10 thousand steps. She doesn't need help. She herself knows better than anyone what quality the accessories in which she is ready to invest should be. We won’t measure it either; if anything happens, the driver will bring it back and take a smaller size. Those slightly flared large checkered wool trousers by Gabriela Hearst for 93,950 rubles and a jacket from the same ensemble for 157,000 will do. Here is that beige cashmere jacket from Ralph Lauren for 252,000 rubles, a checkered wool coat in the style of the 1980s from Balenciaga (RUB 182,500), small Chloe bag (RUB 78,100) or better Title, Burberry (RUB 72,650) with studs? You can have both, and some other standard one like Sicily from Dolce&Gabbana (RUB 169,000) or Galleria, Prada (RUB 176,500). And shoes. But, unfortunately, time is up, the rest can be ordered online - especially since the shoes definitely need to be tried on, and it’s more pleasant to do this at home in that single hour when a boring qigong teacher just comes to her small studio in an elite residential complex.

Happy mother of beautiful healthy children

A mother from New Riga does not often allow herself to have fun: once a week with the girls karaoke in the center, a couple of times a month trips with her husband to a museum, theater, cinema or fashionable restaurant. Moreover, for her, all these types of leisure are of the same type. A kind of excellent student who carefully wrote out teachers’ assignments at school with multi-colored pens, and now studies magazines and ideal Instagram parents like the wife of rapper Dzhigan Oksana Samoilova. It’s not difficult to identify our beauty, even if she doesn’t have her precious child with her (and if the child is with her, he’s playing quietly in a small cafe next to the toy department). Age - about 30. Hair, most likely, dark (now it’s fashionable), but maybe neat light curls with a barely noticeable shatush. Plump lips, generously lined with a contrasting pencil (it’s not for nothing that she was watching Kylie Jenner’s stories), shaggy, combed eyebrows that never rise, even if our beauty is surprised. A good figure, keeping track of which is a real job. She is dressed a little provincially, with such touching care (like a bag and shoes that match her manicure). But she can also afford a little playful insolence - leggings with a white T-shirt. Most likely, in sneakers, albeit from a big brand and preferably decorated with rhinestones and bright inserts. Rolex Daytona watches, Cartier Love and Geoma Jewelery bracelets with figurines symbolizing children. I came urgently to dress my heirs for school and kindergarten, and at the same time have time to buy myself a dress for September 1, otherwise how would I take a selfie? Perhaps my husband will also get a gift if we try to do everything in time, because our mom’s schedule is strictly structured, at least we need to meet the traffic jams in the region, so now she is walking around the 4th floor in a hysterical fit and trying to urgently collect everything. A tartan jacket for a first-grader daughter from Dolce&Gabbana for 27,550 rubles, a modest blouse with a turn-down collar from Gucci for 23,500 rubles, a short skirt with pintucks from Emporio Armani for 7,895 and a cotton trench coat with a hood from Burberry for 30,400. You also need to choose shoes , boots, backpack and school supplies! And also to my son! He also needs a jacket (ideal from Gucci), chinos (woolen Dolce & Gabbana for 14,600 rubles are suitable), a pullover (the best is the sure-fire Ralph Lauren, for example with an embroidered Polo Bear for 9,525 rubles), shirts, jeans, shoes! Perhaps my husband will manage or get another Loro Piana jumper, for which he will have to shell out 69,200 rubles. How to manage everything? After a couple of hours of frantic shopping, our friend goes to Buro Tsum to complain to her neighbors in the village about her mother’s heavy burden and at the same time discuss whether it was the right decision to buy a plump Puffer Loulou from Saint Laurent for 129,000 rubles or whether it was better to choose something more recognizable, like a bag - Dior saddles?