Ukrainian women's magazines are now advising readers "how to shoot with fake nails" and how to eat healthily on war rations as they replace sex and beauty column inches with war advice.
Magazines like Elle and Marie Claire have long been a safe haven for questions that female readers may be too shy to Google.
But now Editor-in-Chief of the Marie Claire Ukraine division, Iryna Taterenko says her staff are giving women advice Google can't as they face a new reality of war, The i reports.
Among the advice are headlines such as “A guide to childbirth at home during the war” and “How to get your acrylic nails off so you can more easily hold a weapon”.
Iryna said: “I was not prepared for war and I didn’t believe until the last moment that Russia would attack us.
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"For the first two days of the war we didn’t know what to do, but then we realised we had a powerful resource in our magazine to help answer women’s questions about this new military reality they’ve found themselves in.
"Readers need support and answers from experts to questions that even the mighty Google is unable to answer.”
The publication has had to tackle a wide range of issues, as women prepare to flee for their lives with a whole family, give birth in bomb shelters under raining artillery or even root out fake news and Russian propaganda.
Iryna continued “Right now, pregnant women can’t even feel safe even in maternity hospitals as Russian soldiers are shelling those too.
“We’ve also had to write about how to fight fake news, because much of Russian news is spreading a complete lie and distortion of facts.
Then we’ve also got advice on how to donate blood that is crucial for wounded Ukrainian military.”
Ukrainian MP Lesia Vasylenko claimed earlier this month that she had cut her nails short to use the guns she now has to defend herself against Russian attack.
But Iryna and her team have also had to consider the psychological implications of Putin's invasion, as well as the practical issues Ukraine women now face.
She continued: “My colleague, the fashion editor Anna, is forced to stay in a bomb shelter almost around the clock – this is a difficult psychological test, which she is far from alone in, so that’s why we’re sharing expert advice on how to overcome emotional stress and anxiety in these extreme situations.”
In her last job at magazine Viva! , Iryna helped actively support the Revolution of Dignity, the 2014 Maidan Revolution.
Protests erupted in the capital city of Kyiv after President Viktor Yanukovych refused to sign a political association and free-trade agreement with the European Union.
Iryna said: “Our brand manager Katerina and photographer Lisa are waging an information war against the aggressor and blocking propaganda channels.
"Beauty-editor Olga donates blood, she has enlisted in the Kyiv Territorial Defence League, and continues to write news for the website.
“Another colleague is reporting on war crimes from hotspots, which are unfortunately so numerous in Kiev and its surroundings these days.
"Our art director, who is also a conservationist, had readers asking her how they could get their pets to safety.
“A well-known fashion journalist coordinates groups of foreign journalists who come to Ukraine to report on the war. She is looking for translators in various cities of Ukraine.
“A well-known TV presenter continues to report from an underground car park where the channel’s editorial office is located. We’re doing everything we can, fighting on all fronts to defeat the enemy.”
But not everyone appreciates the positive and proactive take on war Iryna claims.
She said: “There are people who scoff at the ideal of culture being important at a time like this,” she says, “but I disagree.
"Writing about the ways people such as Margaret Atwood, David Lynch, Jared Leto, Madonna, Giorgio Armani and more are reacting to Putin’s aggression is important to people.
“Then there’s the Ukrainian designer Serge Smolin, who is creating camouflage for Ukrainian fighters. In peacetime he creates men’s suits.”
But Elle and Marie Claire aren't the only ones taking this approach either - Ukrainian blogger and Instagrammer Anna Bobrovitska has also written an expert-informed post for women on how to handle periods in war.
Less than a week into the war, it had been viewed more than 120,000 times.
“I know for a fact that this is what women need.
“I am also asked whether it is possible to reduce intense anxiety through masturbation and sex.
"In general, there are a lot of questions. Previously, my page was entirely about sex education and my life. Now it’s still about them, just during the war.”
She says any profits she makes she sends to the war effort.
