Condé Nast launches new magazine about Azerbaijan
Azerbaijan hardly seems an obvious source of inspiration for a glossy magazine. For one thing, the country conjures up irrepressible images of Sacha Baron Cohen's character Borat (who is in fact from nearby Kazakhstan), not least because in Cohen's film it is the Azerbaijani president, Ilham Aliyeva, who appears in the credits as a stand-in for the real president of Kazakhstan.
Fittingly, it is Aliyeva's daughter who sits at the helm of a lifestyle magazine launched this week by Condé Nast, publisher of industry bigwigs such as Vogue , Tatler and Vanity Fair . Leyla Aliyeva's title Baku , named after the capital city of Azerbaijan, will showcase contemporary art, culture and fashion with an Azeri edge.
Baku has existed in a Russian-language edition since 2007, but from this week the quarterly will be published internationally in English. The launch is set to coincide with what editor-in-chief Aliyeva terms "an unprecedented period of revival" for the eagle-shaped territory tucked between the hulking landmasses of Russia, Turkey and Iran.
Indeed, if an interview with Tom Ford is anything to go by, Azerbaijan is on the up. Ford's menswear collection has been selling extremely well in Azerbaijan, prompting him to open a womenswear flagship in the capital city this autumn. He's quietly confident that his unashamedly indulgent designs will find favour in the Dubai of the Caspian region: "the Azerbaijani people have a vibrant cultural heritage and deep appreciation of luxury."
Editorial highlights from the magazine include a rather bizarre interview with Gérard Depardieu (who muses that "the percentage of the cabernet sauvignon grape in Azerbaijani wine could be reduced"); a balmy shoot by Vogue favourite Tom Craig shot against a Baku cityscape; and a feature on LA street artist Mr Brainwash, who claims to be the new Marcel Duchamp.
Azerbaijan's final caveat, however, has been overlooked by Baku: the Eurovision Song Contest will be held there next year. It could just be time to follow in the footsteps of Ford and jump on the Baku bandwagon.