Elena Perminova is one of the most recognisable models on the planet but prefers books to catwalks. She's a mother of three who has a top economics degree and has been featured on magazine covers around the world – so it's easy to see why she is not your average supermodel.
Growing up in Berdsk, Siberia, Elena and had an interest in fashion from childhood. Nowadays, she commands huge international media interest due to her cosmopolitan style, honest spirit and insightful yet playful take on the fashion world.
Today she is one of the most remarkable trendsetters, not just in her native Russia but across the globe - recognised not only for her outstanding beauty and fashion style but for her committed work for charity.
Elena has over 1.3 million followers on Instagram and is credited with creating the first ever Instagram auction, in aid of her charitable foundation ‘SOS by Lena Perminova. The charity supports disabled children in Russia and has raised over $1 700 000 to date, and is supported by a many of the leading fashion brands and personalities.