How Ukrainian women’s magazines have pivoted to practical advice for female readers

Just weeks ago, women’s magazines in Ukraine were publishing articles on relationships, fashion and career advice. 

But since the invasion publications like Marie Claire Ukraine, Elle Ukraine and Vogue Ukraine have quickly pivoted to providing practical wartime advice for women caught in the conflict, the i reported.

The beauty section of the Marie Claire website, which once hosted makeup tips and skincare hacks, now has stories on ‘what to do in the case of radioactive contamination’, ‘first aid kit essentials’ and ‘how to give birth at home in war conditions’. 

The Vogue homepage, previously full of catwalks and high-fashion photographs, now declares: ‘Danger for women at the border: What to know and how to behave.’ Elle advises readers on: ‘What to do in case of injury’.

Elsewhere, blogger Anna Bobrovitska has gone viral with an Instagram post about essentials including where to source sanitary products and how to report a rape in a warzone.

Speaking to the i, Iryna Tatarenko, editor-in-chief of Marie Claire Ukraine, explained: ‘For the first two days of the war we didn’t know what to do, but then we realised we had a powerful resource in our magazine to help answer women’s questions about this new military reality they’ve found themselves in.

‘Readers need support and answers from experts to questions that even the mighty Google is unable to answer.’

Women are giving birth in metro stations, fleeing with their families and crossing borders without sanitary products or food for their babies. 

There are reports of Russian soldiers raping women in occupied Ukraine, and experts have warned cases of sexual violence are likely to rise. 

Readers are facing these extraordinary situations for the first time and need somewhere to turn for trusted advice.  

‘Right now, pregnant women can’t even feel safe even in maternity hospitals as Russian soldiers are shelling those too,’ Iryna continued. 

The articles give readers helpful links, infographics and step-by-step guides on a range of wartime topics. 

The one on giving birth reads: ‘Pull out all towels, blankets, cover the place where the birth will take place. Prepare 2-3 dry warm towels for your baby when he is born, clean dishes with warm water and clean rags, sterilise scissors.’ 

Ominously it warns: ‘If the bleeding is very heavy, the placenta is not born for more than 45 minutes, then seek immediate midwife, delivery, help!’ 

Fighting has caused 1.5million people to flee the country, which the UN refugee agency called ‘the fastest-growing refugee crisis in Europe since World War Two’.

Russian forces intensified shelling of cities in Ukraine’s centre, north and south, a Ukrainian official said, upending attempts to evacuate besieged civilians. 

But much of the Russian advance has become stalled, including an immense military convoy that has been almost motionless for days north of Kyiv.

Meanwhile Boris Johnson is beginning a week of intense diplomatic efforts with foreign leaders to build a united front against Mr Putin, which comes as ministers scramble to go ‘faster and harder’ with sanctions levelled against the Kremlin.

Marie Claire Ukraine editors are among those taking part in frontline resistance.

The beauty editor has enlisted in the Kyiv Territorial Defence League while the art director, a conservationist, is offering advice on how readers can evacuate their pets.

Elsewhere a well-known fashion journalists is co-ordinating a group of foreign journalists who are in the country to report on the war. 

Iryna added: ‘I’m proud of contemporary Ukrainian women. Our brand manager Katerina and photographer Lisa are waging an information war against the aggressor and blocking propaganda channels.

‘Beauty editor Olga donates blood, she has enlisted in the Kyiv Territorial Defence League, and continues to write news for the website.’