In March 2008, then 15-year-old Roberta Mishchenko founded Playing Fashion as a blog. In a year's time, the blog was transformed into a monthly printed magazine sold internationally and featuring models and celebrities like Adwoa Aboah, Hailey Bieber, Poppy Delevingne, Erin O'Connor, Ali Michael, and many others. From 2013 to 2015 she worked as a contributing editor for Elle Ukraine magazine, producing fashion stories for the title in New York. In 2015 she launched her womenswear line March11.