#WCW: Miroslava Duma

She is adored by fashion victims, besieged by streetstyle photographers and envied by her fans of her designer wardrobe: Miroslava Duma is one of the most influential style icons and fashion bloggers. More than 1.6 million people follow her on Instagram alone, numerous luxury labels collaborate with the Russian streetstyle icon, and she is a regular in front row at international fashion shows in Milan, New York and Paris.

Business Life

Duma started her career in the fashion industry as an editor for the Russian edition of Harper’s Bazaar. She now works as a freelance fashion journalist for various glossy magazines. In addition, the daughter of a Russian senator founded the fashion, lifestyle and culture website Buro 24/7, additionally she is a fashion consultant and digital media director for the Russian designer store TSUM.

The popular Russian fashion and lifestyle digital magazine Buro 24/7 was launched with Fira Chilieva in 2011 after identifying a gap in the market for a single news platform covering fashion, beauty, art and film. Her lifestyle media empire has now expanded Buro 24/7 to 11 markets across four continents and attracts advertising from top luxury-goods brands like Hermès and Louis Vuitton. Today, the company has captured a big slice of Russia’s fashion and lifestyle media market, ranking second behind Elle Russia with 4.9 million visits per month in Russia alone.

24/7 is not only the name of her website, but also her work mantra: “My working day can not be limited to twelve hours, because I have to be reachable all the time. I live in Moscow, where it is night when colleagues or designers in New York, Paris, or Milan are just starting their work day. So my smartphone is always beside me – I always pick up.”

In 2016, Duma co-founded The Tot, a curated e-commerce destination for moms and moms-to-be looking for advice, information and healthy, safe and innovative products that have been tested by moms and industry experts. The Tot aims to be a one stop shop for clean, non toxic, eco friendly, sustainable products, employing experts across all categories to cover these issues.

In 2017 Duma founded FashionTechLabs Venture Inc. FTL is a venture capital fund and accelerator that helps new technologies and sustainable innovations connect, collaborate and create products and brands to evolve the fashion industry and help reduce its social and environmental footprint. FTL focuses on biotech, nanotechnologies, tech textiles, and wearable tech.

Personal Life

Duma graduated from the Moscow State Institute of International Relations with a masters degree in International Business.

Whoever believes Duma needs two hours in the bathroom in the morning for the perfect look, is wrong. “Donna Karan once said whoever needs more than 20 minutes to look perfect has a problem with her appearance. I totally agree. I can not understand that there are women who open their closets and think they have nothing to wear. ” This is surprisingly down to earth for a woman who fills her whole wardrobe with designer clothes and is a worldwide style icon.

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The entrepreneur is also an avid philanthropist. She sits on the board of Natalia Vodianova’s Naked Heart Foundation, is on the host committee of the 2017 Stanford Philanthropy Innovation Summit, and founded Peace Planet, a charity that provides urgent medical aid to children.

She is married to Aleksey Mikheev, a Russian entrepreneur. They have two children, George born in 2010 and Anna born in 2014.

Her Style

Prejudices about Russian style, like the chewing gum, cheap and Bling Bling, are a thing of the past thanks to Miroslava Duma, friends call her Mira. Together with Elena Perminova and Ulyana Sergeenko, Duma graces the style blogs of this world.

How many Hermès bags and Louis Vuitton scarves she owns, will presumably remain her secret. Duma’s favorite designers are Vika (also Russian and her best friend), Marni, Chanel, Stella McCartney, Chloé, Ostwald Helgason and Proenza Schouler. Mira preferably combines wide trousers with belly-free blouses and likes to wear clothes that are designed and play with proportions – and she likes to wear very high high heels, which is probably due to her size of just 1,65 meters. “I grew up in the former USSR with the understanding that clothes must be cheap and practical.” When the big change came, I finally could go shopping in department stores and buy clothes, as my great examples Marilyn Monroe or Katharine Hepburn did.”


Cited as a “force of the fashion industry” by the Financial Times and the “most connected digital entrepreneur in fashion” by Vogue. Miroslava Duma continues to expand her influence and inspire many fashionable and empowered women.