Atoosa Goes Fashionista


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It’s a new month and you know what that means… time for more Atoosa Rubinstein Alpha Kitty videos on YouTube. This time around, the theme is Fashionista: Which is why, we’re guessing, editor Faran Krentcil is one of the folks interviewed as well. Because, hell, there’s nothing like free publicity to make up for the identical names. Other Atoosa-approved fashionistas include the newly-ubiquitous Andre J. and Nylon cover girl Taylor Warren.

Press release after the jump.



Former Editor-In-Chief of Seventeen Magazine Celebrates New York Fashion Icons with “Fashionista”

New York, NY (November 30, 2007) Atoosa Rubenstein, former Editor-In-Chief of Seventeen, launched Fashionista today, a new edition to her recently unveiled online web venture on YouTube called “Alpha Kitty.” Fashionista is a brand new video series aimed at discovering the next icons in fashion, hosted by the men and women that make up Atoosa’s clan of “Alpha Kitties” – fearless, fashion-conscious people who will pursue what they want. The videos are directed by the artist, Bec Stupak.

The second Alpha Kitty video series, Fashionista features eight episodes with a unique “Alpha Kitty” take on fashion, presented by a cast of characters with wildly different tastes, united only by their New York sensibilities and love for fashion. Some of those profiled are Jules Kim, hip hop jeweler to the stars, French Vogue cover star, Andre J, Taylor Warren, last month’s cover girl of Nylon’s “It Girl” issue, Birdie Bell, socialite and rising actress and fashionista, Faran Krenticil, Editor of and fashion writer for Page Six Magazine, and many more. Returning from the first wildly popular Alpha Kitty series are former Miss Seventeen Jen Steele and fashion designer Phillipe Blond.

The Fashionista series is now viewable on the Alpha Kitty YouTube channel ( Each clip puts the viewer face-to-face with some of the hippest, most talented young people in New York as they muse about what fashion means to them. These icons will help to inspire and educate women about the hottest trends in fashion, while offering advice, guidance and fun facts. The videos are aimed at an audience of women 15 to 35 years of age.

Alpha Kitty, a public YouTube channel with over 1,000 subscribers also features six video profiles of individuals defining what makes them Alpha Kitties. Many of the individuals featured in these videos, are rising stars first discovered on YouTube including singer, Esmee Denters, who was recently signed to Justin Timberlake’s new record label and the drag queen entertainer, Phillipe Blond.

Viewers can upload their own video responses, comment on existing videos, and browse thousands of video logs. The first series, Alpha Kitty & Andy Warhol, hosted by Atoosa and influenced by her newfound guru, Andy Warhol, helped provide viewers insight into what defines an Alpha Kitty. The newest series, Fashionista, which showcases people with a unique, “Alpha Kitty” take on the world of fashion, is sure to be a success.

Atoosa Rubenstein and Big Momma Productions, Inc.

Atoosa Rubenstein started Big Momma Productions, Inc. in December 2006 after a prominent, thirteen-year career with Hearst Magazines. Her most recent position was as editor-in-chief of Seventeen. Prior to that, at age 26 she founded and served as the editor-in-chief of CosmoGIRL! This made her the youngest editor in Hearst Magazine’s 100-year history. Her new ventures will expand her reach beyond print into multi-media platforms including online, television, public speaking and more. Her MySpace page ( is visited by over 40,000 “friends” encompassing young women between the ages of 13-30.

Rubenstein was named editor-in-chief of Seventeen in July 2003. Seventeen is the largest teen title in the U.S. with more than 13 million readers. Immediately upon starting, Rubenstein reversed a five-year decline in Seventeen’s newsstand sales and delivered total newsstand growth of 23% by the end of 2005.