Polina Kitsenko promotes fitness in the Running Hearts marathon, which she cofounded with Natalia Vodianova
Gauhar Kapparova
Russian style and fitness guru Polina Kitsenko wants it all. Co-founder of the biggest charity marathon in her home country and of a new sports club, she is obsessed with making health and fitness the heart of the luxury lifestyle. She takes time out to speak to LUX Editor-at-Large Gauhar Kapparova
LUX: Which aspect of your life inspires your half-million Instagram followers the most: the fitness inspiration, your style choices, your charity work, travel"

Polina Kitsenko: Instagram has changed so much in the past few years, especially its purpose and influence. It used to be enough just to upload a picture of yourself in a nice outfit, or to put up a pink sunset and get your share of likes. Today Instagram has turned into a powerful way to educate and communicate with people. People want content, something that inspires them, teaches them. But the most important thing isn?t the actual image ? it?s what can be found underneath. Engagement comes more from the comments, where an article, post, or call to action is arguably more important than the visual content. Captions used to be short, but now you get whole essays that can barely even fit on one post. As a rule, the longer the text and the more current the issue, then the more the audience will engage. Follow LUX on Instagram: luxthemagazine
LUX: How do you feel about the term ?influencer?"...