>> The first issue of POP under Dasha Zhukova's guiding hand hits newsstands tomorrow at $8, with two international newsstand covers, each with a 50/50 split run, of Style Rookie's Tavi, plus a 500-copy limited-edition hardback cover by Ed Ruscha (below, left), and a limited subscriber's cover of Cicciolina for the Baltic States (below, right).

“The new Pop launches at an exciting turning point in fashion, where the possibilities and potential for creativity are almost overwhelming,” Zhukova told WWD. “The new era is more fluid than ever before; one where teenage girls in Chicago, fashion editors in Paris, street photographers from Berlin and bloggers everywhere . . . redefine the fashion landscape.”

Editorial work from the fashion magazine standbys (Paolo Roversi, Miles Aldridge, Juergen Teller, David Bailey) is scattered among a plethora of work from artists (Tom Sachs) and lesser-known photographers (Tung Walsh, Viviane Sassen, Jason Evans, and Paul Maffi among them) in the issue.  M/M Paris photographed a booklet — without adding their usual illustrations on top of the photos — for the magazine, and Tavi, together with four other bloggers (Fake Karl, Eden of Large Prime Numbers, Laia Garcia of Geometric Sleep, Elizabeth Spiridakis of White Lightning) produced a pull-out posterzine with four separate themed shoots covering "the very best" of new London fashion designers.  Side note on Fake Karl, according to POP: "[His] identity is a total secret and thus he refused to join his peers in any photographs [for POP]. (The real Karl is a big fan and is understood to have instructed close friends at Chanel to help reveal FK to him.)"

Anti-fashion cult fashion photographer Mark Borthwick (and husband of Maria Cornejo), who has refused to shoot magazine fashion stories for nearly a decade, submitted "Channels," featuring Hanne-Gaby Odiele, Katie Fogarty, Myf Shepherd, and Katlin Aas, plus plenty of his renowned light-exposure effects.  Laura and Kate Mulleavy of Rodarte travelled to Yellowstone National Park for an editorial shoot and chose to cast and dress a small group of real US stem cell scientists because, "These are the women we truly dream of dressing."

The first issue rings in at 316 pages, and among the masthead are: associate editor, Olympia Scarry; senior contributing fashion directors: Vanessa Reid, Tamara Rothstein, Simon Foxton, Shona Heath; US editor, Julia Restoin-Roitfeld; contributing editor NY/LA: Jen Brill, Derek Blasberg; contributing fashion editors: Ondine Azoulay, Caroline Newell, Henry Thomas; and editor-at-large, Shala Monroque (girlfriend of Larry Gagosian).