Suit up

Ex-army chief and U.K. Ambassador Valerii Zaluzhnyi strikes a pose for Vogue Ukraine — and gets Russian propagandists talking

Ukraine’s former army commander-in-chief and current U.K. ambassador, Valerii Zaluzhnyi, made a splash this week by penning a column and appearing in a photo shoot for Vogue Ukraine. The photos, which showed Zaluzhnyi dressed not in battle fatigues but in a smart navy-blue suit, prompted a range of commentary in Ukraine, from messages of support to memes. Russian propagandists pounced on the pictures, as well, speculating that the general’s “new look” signals plans for a presidential run. Here’s what you need to know.

Come on, Vogue

The former top general’s column for Vogue Ukraine, titled “Valerii Zaluzhnyi on the roots of identity, the power of unity, and the most important historical lessons for Ukrainians,” appeared in the magazine’s Leaders 2025 edition.

Beginning with a reflection on his childhood, Zaluzhnyi recounts his experience growing up in “an ordinary Ukrainian family” and recalls his encounters with language politics. He then goes on to share 10 lessons Ukrainians have learned since Russia’s full-scale invasion began in 2022, such as: “You need to be friends with your neighbors. And you need to be able to defend yourself from those who don’t want to be friends” and “The most precious resource in a war is people.”

“Every day in war is either a new lesson or death,” Zaluzhnyi writes in Lesson 10. “It is better to learn these lessons without war. Otherwise, you will have to learn them from the experience of those who managed to survive them.”

Zaluzhnyi then paints a picture of Ukrainian unity, underscoring that his country continues to fight despite all hardships. “We united and became strong. And thus gained subjectivity,” he writes. “Our strength today gives us a chance to shape a new world order. And not a unipolar, totalitarian one, but one with at least a chance for democratic values.”

The general also argues that Ukraine is playing a key role in European security, and should continue to do so going forward. “Peace in Europe rests on our shoulders,” he writes. “Today, we have the largest and most combat-ready army on the European continent. And therefore, it is around us — our courage, heroism, and innovation — that a new security architecture in Europe can be formed.”

At the same time, he concludes that Ukraine’s future depends on Ukrainians:

In the end, we are fighting for the right to life for ourselves and our children. And we are creating our future solely for them. What it will be depends on us alone. There are plenty of examples in world history. But we are writing our history right now.

The photos of Zaluzhnyi that accompany the column were shot by Ukrainian fashion photographer Anna Daki. He wears a white dress shirt and navy-blue suit, with a broach in the shape of a Ukrainian trident — the country’s national emblem — pinned to the lapel of his jacket.

‘A Classic in Action’

While Zaluzhnyi’s article generated a number of news reports in Ukrainian media, the photos from the Vogue Ukraine shoot grabbed much more attention. The sight of Zaluzhnyi in a trim suit prompted a wide range of online commentary from Ukrainians, who had grown used to seeing the former army commander-in-chief in uniform.

As of this writing, Zaluzhnyi’s own Facebook post about the Vogue Ukraine shoot had generated some 77,000 reactions and more than 5,000 shares.

The lifestyle editor at Obozrevatel, a Ukrainian online publication, described the photo shoot as “stylish.” “Every stroke in the frame eloquently emphasizes not only style but also character,” she wrote.

The Ukrainian news site Fakty ran a story about the shoot with the headline: “A Classic in Action.” “Zaluzhny appears in a classic look, carefully crafted down to the last detail,” Fakty’s lifestyle editor wrote. “And the pose with his hands in his pockets and legs crossed adds confidence and an understated elegance.”

Fakty also noted that in the comments on Vogue Ukraine’s social media posts promoting the column, readers showed an appreciation “not only for the diplomat’s stylish appearance but above all for the content of his text.”

As the Ukrainian news site NV reported, Zaluzhnyi’s Vogue shoot also prompted a wave of online memes and jokes — ranging from humorous captions to an image of his face pasted onto the wrapper of an Alenka chocolate bar.

But parliamentary lawmaker Maryana Bezuhla, who has consistently criticized Ukraine’s military command, didn’t find Zaluzhnyi’s Vogue appearance amusing. “Some people are in Vogue, and others are losing their legs in Robotyne,” she wrote on Facebook.

‘From military commander to replacement leader’

Russian propagandists, officials, and pro-Kremlin Telegram personalities were quick to weigh in on Zaluzhnyi’s photo shoot, as well. “London-based asset Zaluzhny looking sharp in his Vogue rebrand from military commander to replacement leader. Zelensky [is] desperately looking for a barber and new wardrobe tonight,” said Russia Today editor-in-chief Margarita Simonyan, writing in English in a post on X.

Alexander Kots, a war correspondent for the tabloid Komsomolskaya Pravda, tied the general’s appearance in Vogue Ukraine to a recent press release from Russia’s Foreign Intelligence Service (SVR), which claimed that representatives of the U.S. and U.K. had decided “to advance Zaluzhnyi for Ukraine’s presidency” during a secret meeting at an Alpine resort. “Of course, Zaluzhnyi’s businesslike style and country bumpkin’s face shouldn’t mislead Ukrainians. Things won’t get better. ALL resources will simply go to the war,” Kots wrote in a Telegram post. “They don’t install such presidents for the sake of peace.”

“A more pleasant and familiar image of Zaluzhnyi is being created for modern Europeans?! In line with ‘European values’...” Russian diplomat Rodion Miroshnik wrote on Telegram. In turn, Armen Gasparyan, a host on the YouTube channel Solovyov Live, shared a photo from the shoot of Zaluzhnyi leaning against a door alongside a picture of Adolf Hitler striking a similar pose against a tree.

Russian state media also covered Zaluzhnyi’s Vogue appearance. “Ukraine’s Top Model,” REN TV wrote on Telegram. “The ex-top commander of the AFU [Ukrainian Armed Forces] posed in an expensive suit and a white shirt, striking nonchalant poses and thoughtfully rolling his eyes.”

Russian stylist Vladimir Dubinin, who provides regular commentary on what foreign leaders are wearing for pro-Kremlin media, told the news site Life that a shirt with white buttons would have improved the general’s outfit. “Overall, Zaluzhnyi’s look is harmoniously chosen — strict, restrained, underscoring his role and character. However, there’s one nuance that creates a slight imbalance: the black buttons [...] Such contrasting elements can ‘steal’ attention,” Dubinin said. “His pose is constrained and closed off to those around him. Perhaps he’s shy,” he added.

Zaluzhnyi himself commented on the response from detractors and Russian propagandists, saying that it only reinforces the message of his column. “Watching the devils, scum, their minions, and, in unison with them, Russian propagandists, throw a fit, it becomes clear that indeed, our strength lies in unity and a unique identity,” he wrote on Facebook. “We’re on the right path.”