Palina Edits

Adidas hired Palina Rojinski to edit a fashion website they called News for Original Girls. It was 2012, Berlin Fashion Week timing, and the whole thing was premised on the idea that girls who liked fashion could also have an actual brain, that you didn’t have to choose.

Palina was a TV host, known for parties and energy. They assembled writers and photographers around her, pulled from the internet, carefully selected to create this magazine that was supposed to be smart. The copy was all about building a community for people who wanted both style and substance.

I don’t remember how long it lasted. Probably a few years at most. By now it’s just another thing from that period when brands started becoming publishers and you genuinely couldn’t distinguish between advertising and actual content. Not even a line between them—more like they’d merged completely. Everyone just accepted it.