People In Russia Can’t Stop Instagramming Themselves Inside Elevators

It’s called a “lift-o-look” and even the prime minister is doing it.

1. One of the most popular hashtags among Russian Instagram users is #лифтолук, which translates as lift-o-look, which basically means taking a picture of yourself in an elevator.

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2. Almost everyone is doing it.

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3. And has been for a couple of years.

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4. Step one: find an elevator.

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5. Step two: take a picture.

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6. Why not invite some friends to take your lift-o-look with you?

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7. You can even bring drinks.

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8. The more mirrors in the elevator the better.

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9. You can get artsy with it.

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10. Or use it to show off your manicure.

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11. Hell, go ahead and take a lift-o-look with your iPad.

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12. This is the woman who made the lift-o-look really popular. Her name is Tina Kandelaki, and she’s a PR executive who’s quite popular among the Kremlin elite.

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13. She takes one almost every day.

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14. Almost. Every. Day.

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15. On Wednesday, we may have reached peak lift-o-look, when Russian Prime Minister Dmitry Medvedev posted this picture to Instagram.

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16. So go find an elevator with a mirror and smile, because the trend may soon be over.

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Miriam Elder is the world editor for BuzzFeed News and is based in New York. Her secure PGP fingerprint is 7217 BCE0 F2F3 1AD8 943A B334 208B 3E4A 03F4 6E9D
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