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When I interviewed Dasha Zhukova, the Moscow-born and L.A.-raised art patron, museum founder, and fashion designer turned editor in chief of Pop, about the magazine’s much-discussed September 1 debut, she was shrewdly vague on the details. However, the glossy’s online component, ThePop.com, recently launched with a slew of impressive collaborators like A Magazine, Colette, and blogger Tommy Ton of Jak & Jil (who posted the excellent image above), who all have their own links off the main site. ThePop.com’s editor, David Girhammar, explained their strategy: “The ethos of the Internet—fast, free, often, and many—is in many ways the antithesis of an exclusive glossy biannual. With ThePop.com, our intent has been to turn the tables.” ThePop.com’s online coterie goes under the acronym P.O.P. for Partners of Pop. “A partner can be an independent magazine, shop, or blogger we like,” continued Girhammer. “The idea is to offer them a marketing vehicle for their own projects as well as the potential to be featured in the magazine.” What that adds up to is original editorial content that won’t be seen in the magazine as well as a network of smart synergistic alliances. Adds Zhukova, “[It’s] a way to connect the dots between different aspects of contemporary culture.”

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