IN CONVERSATION WITH ANNA MALYGON

interview by ELIANA CASA

Some may know her from the TikTok videos she shares with her viral “butler” in her LA castle; others may recognize her from the catwalks or fashion campaigns for some of the industry’s most talked-about brands. Anna Malygon, however, has carved out a world entirely of her own. She is, in many ways, an emblem of Gen Z in all its contradictions: self-aware yet sincere, absurd yet strategic, and fiercely in control of her own image. Malygon understands her audience because she speaks their language, and, more importantly, knows how to make them stop scrolling. From the phone screens in their bedrooms to the front rows of Fashion Week, she has turned her personality into both a platform and a performance.

We sat down with Malygon to talk about building an online career from scratch, how to become a modern princess, fashion’s love of the absurd, and why, when it comes to creating content, her advice is simple: post, post again, and don’t be afraid to fail.

You come across as incredibly confident and uninhibited online. Were you always like that growing up, or did social media help you bring out this side of you?

I’ve always been like this, yes. Even while growing up, I felt like I was different. I never cared about what other people thought. And trust me, they had a lot to say. I think one of the biggest mistakes people make is limiting themselves and not being who they really are just to fit into society. Society is going to be cruel no matter what you do, whether that's being modest, holding yourself back to avoid judgment from other people, or caring too much about what others think. But with all my success on social media, that side of me only became even stronger.

How did your relationship with the internet begin? Did creating content happen naturally?

No, it definitely didn’t happen naturally. One day I made a conscious decision to start creating content, and from that day, I treated it like a real full-time job. I had a strategy. It probably wasn’t the smartest one, but it still was one. I honestly wish I had one of those stories where someone randomly picks up a camera and suddenly becomes viral. Instead, I analyzed every single video I posted. I read the comments, paid attention to people’s reactions, and looked at what they liked and what performed better. I adjusted my content every single day to understand my audience better, and I just kept improving by doing so.

full look JISOO PAIK
shoes MAISON ERNEST

Your content is both ironic and genuine, especially the videos you share on TikTok with your famous "butler." We have to ask — is he actually your butler? How did that relationship begin?

In real life, I’m basically his butler. That man is a complete mess. I’m constantly helping him figure out how to use his phone and reset passwords he forgot five minutes ago. I moved into this castle in LA about a year and a half ago, and houses like that usually come with staff who already work there. He was basically part of the house. He loved hanging out with me, and one day I just didn’t kick him out of my room while I was filming. The whole internet immediately fell in love with him, which was honestly a little offensive because I had been trying to win them over for four years, but he managed to do it all in one day.

We love seeing him come with you to fashion events—it almost feels like a modern-day Princess Diaries. Is there a movie coming next?

You’re reading my mind. I’m hoping a reality show is next. That’s my biggest dream and my main goal right now. PRINCESS AND HER BUTLER…

You actually were a GCDS ‘Modern Princess’ for their Spring campaign. What does it take to be one today?

It just takes good marketing hahaha. I didn’t grow up in a castle, surrounded by housemaids, or a butler. I just built that world around me from scratch. Nowadays, almost anything can become your reality. If you weren’t born into something, just become it. Well… except for the prince. I can’t be a real princess without a prince, so I guess that part will take a little more time.

dress ZIMMERMANN
boots CHANEL vintage

Speaking of GCDS… you closed their show last season, and we still remember that final middle finger. What do you remember most from that experience, and what energy were you channeling in that moment?

I remember I came in for a fitting and Giuliano was like, “I want you to close the show.” I didn’t get excited. You know why? Because I had no idea what closing a show meant. I literally thought, “How lame is it to close as last?” HAHAHA. When we did our rehearsal, Giuliano came up to me and said, “You’re the perfect match for our brand. Bold and fun. When you finish walking, feel free to do whatever you feel.” Of course I was feeling sexy, confident, and unserious. Life just isn’t that serious, and I don’t think fashion always has to be either. So that’s where the middle finger came from.

Fashion Week can be glamorous, but it's also completely exhausting. What's your favourite post-show ritual or guilty pleasure once the day is over?

I dance away the exhaustion. When I first started doing Fashion Week, I was exhausted after just one show. Then you realize there are five parties you’re supposed to go to that night. Even though all I ever want to do is stay in bed and order room service, I can never beat my FOMO. I always end up going to all five of them. I’ll rest when fashion week is over anyway.

Your wardrobe reflects the way you approach content: playful, glamorous, and a little absurd in the best possible way. What inspires the way you dress?

Most of the time, I like to come across as entertainment. I want every little piece of my outfit to make people feel something. I love being like a walking piece of art. The longer you look, the more you notice the tiniest details. It’s like watching a movie, but in person. The act of getting dressed feels like wearing art to me.

We love how brands like Vetements, Diesel, and Adidas give you the freedom to let your creativity run wild (we’re still thinking about that belly at the Vetements show). What's the most absurd idea you'd love to bring to life next?

I enjoy combining my creativity with the brand’s vision the most. To me it’s like I’m the mother and the brand is the father, and together we give birth to a child whenever I get to create something for them. I want to go on a zero-gravity flight and wear Gucci. I promise it’s gonna be unbelievable…

Now enough fashion talk! How's your summer looking so far? Give us your three essentials for a hot, funny girl summer.

I’m trying to relax this summer, but I can’t stop working even when I’m on holiday. Three essentials for a hot, fun girl summer, I’d say: 1. hot boyfriend 2. funny boyfriend 3. rich boyfriend *If you find all the above in one, you can even add a lip gloss and SPF to the list.

What's something people assume about you that couldn't be further from the truth?

Everyone thinks that I come from a rich family, and you know what? I wish it were like that! But, unfortunately, I wasn’t that lucky. I grew up in a middle-class family in Ukraine. I have been saving money for a ticket to the USA since I was 10 years old.

mermaid tail LES ABYSSES COLLECTION, ALGIERI PARIS
tank top OFF-WHITE

Do you ever feel like taking a break from social media? How do you deal with the pressure of constantly creating?

I take breaks. Everyone should take breaks, and no one should punish themselves for doing that. I always come back stronger and more motivated. Although I always end up missing creating content pretty soon after.

How do you protect your creativity and keep making content that feels fun while staying aware of everything happening in the world?

You don’t always make it fun. You make it sad, you make it angry, you make it hopeful. You adjust to the world. You express how you feel, and what’s happening in your life. That’s the most beautiful thing about social media. You can post anything. There are no rules. You can turn every feeling, interest, and situation in your life into content. I am glad it mostly comes off to you as fun though!!!

What’s your best advice to someone who’s starting to create their career online now?

POST AS MUCH AS POSSIBLE. Check what works. POST AGAIN. POST AGAIN MORE. And don’t be a p*ssy. If it doesn’t work, just keep going. Don’t stop.

full look SAINT LAURENT BY ANTHONY VACCARELLO

TEAM CREDITS:

talent ANNA MALYGON
photography DANIEL SARS
styling JOY SINANIAN
styling assistants CAMILLE HUGUENIN, NASTYA BEZSONOVA and LUCAS ELAN
management CADENCE TALENT
editor TIMOTEJ LETONJA
interview ELIANA CASA
cover design ARTHUR ROELOFFZEN