Uscha Pohl’s fashion experience began in Europe in the early 1990s. Personal assistant and muse to Vivienne Westwood for two years, she was then CEO of the fashion label Koji Tatsuno. Apart from ensuring the follow-up of the collections, Uscha Pohl took charge of the international, in particular the fashion shows in Paris, their organization as well as the relationship with the press officers. Through her various experiences, a decisive impression imposed itself on her: the press and the media approach only very superficially the subjects and individuals they present.
So when she launched her own magazine, her mission was clear: to work as much as possible with individuals, to offer her/their visions, more than most other magazines do. To be a platform for the creative expression of the subjective points of view of individuals. As everything in life is subjective, with VERY, as much as possible, only the particular point of view of the “hero” will be offered.
At the same time, the people represented in VERY will be a mixture of new talents and confirmed creatives, already known or promised to future recognition. “Already there” or “on the way” as Uscha Pohl calls them in his first introduction, in VERY n°1. People with different lifestyles, original creative fields, varied interests or missions, VERY will be the publication that inspires.
The name “VERY” on the cover is the perfect title to designate this working principle; indeed, the word VERY (very, in French) designates a plus, a strong affirmation of the singularity of the content and the originality of the magazine.
By highlighting their work in VERY, creatives have several options: represent themselves, choose who represents them, or collaborate directly with Uscha Pohl, thus making the publication modern and energizing in the context of culture and creation. . With a preference for speakers who create their own new and original pages.
Today, VERY is known as one of the first magazines to create a fresh point of view and a hybrid mix between art and fashion. Art, fashion, design and new ideas form the heart and core of VERY, coated on high quality matte paper. The power of this publication is to mix all the subjects in a very individual way, and not to have deviated from this principle from the beginning.
VERY quickly obtained the status of “Collector”. VERY contributors and heroes have included Hedi Slimane, Cindy Sherman, Philippe Découflé, Marie-Hélène de Taillac, Fred Sathal, Richard Prince, Martin Creed, Danakil, Jenny Bel’air, Anthony Haden-Guest, Matthew Collings, among others. Mark Borthwick and Steven Klein.
VERY UP & CO is based in Paris, London and New York. Since 1998 Uscha Pohl’s has been teaching men’s fashion at the Royal College of Art in London; she is a fashion consultant and collaborates with many artists.