Lina Kutsovskaya

Lina Kutsovskaya, a Ukrainian-born creative director based in Los Angeles, has been a transformative force in fashion and visual storytelling for over two decades. Beginning her career in editorial, she held pivotal roles at Vogue, Nylon, and Teen Vogue, where she honed her distinctive aesthetic. Her tenure at Calvin Klein as Executive Vice President of Global Marketing and Creative was marked by the groundbreaking #MyCalvins campaign and a notable underwear campaign that debuted during the Oscars, coinciding with the historic win of “Moonlight.” In 2017, she founded Be Good Studios, a creative agency that has since collaborated with brands like Kenzo, Miu Miu, Chloé, and Valentino, producing work that seamlessly blends art and advertising. 

Kutsovskaya’s collaboration with Rihanna on the launch of Savage X Fenty redefined lingerie marketing through its inclusive and bold approach. Her partnership with the late Virgil Abloh at Louis Vuitton Menswear from 2018 to 2024 resulted in genre-defying campaigns and the co-curation of the “Coming of Age” exhibition, which toured globally, showcasing works from emerging and established photographers. A notable project includes the multimedia experience for Louis Vuitton’s Spring/Summer 2021 show, directed by Japanese filmmaker Takashi Miike, which became the brand’s most-watched fashion show with over 100 million views.

In 2024, Kutsovskaya was appointed as the art director of Another Man magazine, contributing to its relaunch and curating exhibitions that explore contemporary masculinity. Her recent work includes the Chloé Pre-Fall 2024 campaign, which bridges the brand’s heritage with modern sensibilities, and the Kenzo Spring/Summer 2025 campaign, reflecting her ability to capture the essence of a brand while pushing creative boundaries. Through Be Good Studios, Kutsovskaya continues to influence the fashion industry with her visionary approach, crafting narratives that resonate across various mediums.