Lina Kutsovskaya is the founder and creative director of Be Good Studios, which she launched in Los Angeles in 2017.
Over the last 20 years, Lina has been driving the industry forward with brave, emotion-driven work that blurs the line between art and advertising. Her boundless vision and deeply strategic approach have led to some of the world’s most celebrated campaigns—from the era-defining #MyCalvins to mold-breaking creative partnerships with Virgil Abloh and Louis Vuitton.
Upon setting up Be Good Studios, Kutsovskaya was approached by Rihanna to launch her lingerie line, Savage X Fenty. The resultant 360 campaign broke fearlessly with category convention—and an unprecedently inclusive brand was born. Since 2018, Lina and her team have produced genre-defying work for Virgil Abloh / Louis Vuitton Menswear that has made its way from magazines and billboards to the permanent collections of museums. Alongside Virgil Abloh and Little Big Man Gallery she has co- curated Coming of Age, a traveling exhibit touring the major cities of the world, which unites the creative community by showcasing prominent and emerging artists. Most recently, they joined forces to revolutionize the fashion show for LVM SS21, working with iconic Japanese director Takashi Miike on a Paris-Shanghai-Tokyo multimedia experience. It became the most-watched fashion show ever, with over 100 million views.
At Calvin Klein—where she rose to the position of EVP, Global Marketing and Creative—Lina was responsible for the game-changing campaigns: #MYCALVINS and I ____ in #MYCALVINS, as well as their award-winning underwear campaign debuting at the exact moment of Moonlight’s historic Oscar win.
Russian-born Kutsovskaya got her start in editorial—first at Vogue, then as the inaugural creative director of both Nylon and Teen Vogue. In 2008, she expanded her range by joining Barneys New York, where she led the company’s creative direction and integrated marketing campaigns. Following Barneys, she was brought in by Sephora, to spearhead the elevation and modernization of the brand. There, Lina introduced Marc Jacobs Beauty. Since establishing Be Good Studios, Lina’s clients have included Savage X Fenty, True Botanicals, Costa Brazil, Valentino, Louis Vuitton Menswear, and Louis Vuitton. Her work includes advertising campaigns, exhibition curation, book and magazine art direction, brand identity, packaging design, website design, window display and installation.