Over the last 20 years, Lina Kutsovskaya has led the luxury industry with brave, emotion-driven work that blurs the line between art and advertising.
Her vision has led to some of the world’s most celebrated campaigns—from the era-defining #MyCalvins to moldbreaking creative partnerships with Virgil Abloh at Louis Vuitton. Lina’s clients include Alaïa, Miu Miu, Versace, Canada Goose’s Snow Goose by Haider Ackemann, and Valentino.
Starting her career at Vogue, Lina became creative director of Nylon and Teen Vogue. Stints followed at Barneys New York, and Calvin Klein, where Lina served as executive vice president of global marketing and creative, orchestrating the much-imitated, culture-shifting campaign #mycalvins and the brand’s campaign.
With Be Good Studios, she launched Rihanna’s category-shifting lingerie line, Savage x Fenty. She also co-curated “Coming of Age” with Virgil Abloh, a global traveling exhibit for established and upcoming artists that culminated in a sold out exhibition at The Louis Vuitton Foundation in Paris 2022.
With offices in LA, Paris, and Kyoto, Be Good’s work includes advertising campaigns, exhibition curation, book and magazine art direction, brand identity, packaging design, website design, window display and installation.
From 2024–2026, Lina served as art director of Another Man magazine, produced in London. In 2025 Lina was appointed Contributing Creative Director for Vogue Japan.
Aside from her commercial work, Lina is the founder of Little Big Man, an LA-based gallery and publisher, due to open in Kyoto in 2027. She also co-founded Color&Black&White, an analog darkroom and lab serving the Los Angeles photography community, offering an educational program as well as the highest quality processing resources.
