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Lina Kutsovskaya

Founder & Creative Director, BeGood Studios

The founder and creative director of BeGood Studios has produced arresting campaigns for Calvin Klein and Valentino, often blurring the line between art and advertising.


Lina Kutsovskaya is creative director of BeGood Studios, the Los Angeles-based creative agency she founded in 2017 and which is behind some of fashion’s most iconic campaigns, including #MyCalvins. Over a career spanning more than two decades, Kutsovskaya has regularly challenged the industry status quo, often blurring the line between art and advertisement, as was the case with her collaboration with the late Virgil Abloh for Louis Vuitton.
Kutsovskaya started her career at Vogue, becoming creative director of Nylon and Teen Vogue. Stints at a variety of creative teams followed, including at Barney’s New York, Sephora. and Nasty Gal. After joining Kutsovskaya became executive vice president of global marketing and creative, orchestrating #mycalvins and the brand’s campaign featuring the cast of “Moonlight,” whose debut coincided with the film winning the Oscar for best picture in 2017. 

After launching BeGood Studios, she helped launch Rihanna’s category-shifting inclusive lingerie line, Savage x Fenty. She also co-curated “Coming of Age” with Abloh and Little Big Man Gallery, a travelling exhibit for up-and-coming artists. Other brands in her repertoire include True Botanicals, Valentino and Costa Brazil . In 2021, alongside Japanese artist Takashi Miike, she created a multimedia experience for Louis Vuitton’s Spring/Summer 2021 collection.

Vital Statistics

21 September 1972

Ukraine/ United States

United States
Member since

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What is The BoF 500?

The people shaping the global fashion industry, curated by the editors of The Business of Fashion, based on nominations and on-the-ground intelligence from around the world.