Blogger Anastasia Ivleeva lost more than 1.2 million followers and up to 400 million rubles in annual income after the 'naked party', experts interviewed by Forbes reported. After that, she went into silent mode, from which she decided to emerge this year with a new image, restrained and patriotic.
At the peak of her career, Ivleeva earned the title of 'First Lady of Runet'. She starred in series, films, reality shows, and became the advertising face of major brands, such as MTS and 'Golden Apple'. In 2019, Ivleeva first appeared in the Forbes ranking of the most successful stars with a fortune of $0.9 million (about 57 million rubles at the exchange rate in July 2019), in 2021 her income grew to $2.7 million (about 200 million rubles at the exchange rate in July 2021).
After Ivleeva held a party with the dress code Almost Naked in the Moscow club Mutabor in December 2023. Up to 85% of users in the comments to publications condemned the event, calling it immoral, outrageous, and inappropriate, calculated for Forbes by the reputation management agency Sidorin Lab. In addition, z-bloggers accused all participants of the party of cynicism during the 'special operation'.
In the first week after the party, MTS, 'Tinkoff', 'Yandex', and 'Golden Apple' refused to cooperate with her, a source in the advertising field told Forbes. According to the analytics service LiveDune, from January 2024 to May 2025, more than 1.2 million people unsubscribed from Ivleeva on Instagram, Telegram, and YouTube.
Ivleeva's story that she went to Donbass and Mariupol for her 33rd birthday, but did not publicize it, did not help either: 'It's a unique sight — how new life is born from ruins. I was very impressed'.
A source in the advertising field told Forbes that in creating her new image, Ivleeva was helped by TV presenter Vladimir Solovyov and media manager and one of the Kremlin's contractors for working with social networks Kristina Potupchik, but the latter denied her involvement in a comment to the publication.
In May of this year, Ivleeva's personal Telegram channel (formerly 'Nastya Ivleeva') became the authorial media 'Nastezh', where news with editorial comments is published. It had about 462,000 subscribers, according to TGStat data. According to a source in the advertising field, the channel is managed by Potupchik. When asked by Forbes if this was true, she replied: 'Commercial secret'. Following the launch of the media, there were 'substantial unsubscribes', now 397,000 people follow the channel.
Another project, a reality show about life on the farm 'Chegeria', launched in August this year, gained over 1 million views with its first video.