Modeling Journey

Born on the 4^th of September 1987, Belarus-native Maryna Linchuk is one of fashion’s best kept secrets.

Signing up with DNA Models in 2006, Maryna got her first editorial that September with Harper’s Bazaar. A quick starter, Maryna also made her runway breakthrough, walking for designers such as Catherine Malandrino, D&G, Elie Saab, Givenchy, Marchesa and Versace.

Shooting her first Vogue cover in November, Linchuk’s unstoppable progress continued with runway bookings for couture shows in January 2007, walking for both Givenchy and Valentino. Maryna experienced another career high the same month with an Italian Vogue editorial, photographed by Steven Meisel.

In September, Maryna got to open and close the ready-to-wear show for Helmut Lang, appearing in 43 shows overall. Finishing the year with another appearance in Italian Vogue, Maryna’s groundwork resulted in a seriously impressive pay-day. In early 2008, she was signed to front five campaigns, including Belstaff and Mulberry.

In April 2008, Maryna got the backing of French Vogue when they featured her as a top model. French Vogue is particularly good at supporting modelling talent, with Isabeli Fontana and Lara Stone among their favourites. Every Vogue has its own in-house style: Italian Vogue highlights the boldest and newest design influences; American Vogue channels classic elegance and sporty silhouettes, and Russian Vogue favours old-Hollywood style glitz and glamour. Where French Vogue has laid down its colours is in making daring, atmospheric editorials that reference their proud cinematic history. Skim through its pages and you’ll see every French master represented, from Jean-Luc Godard to Francois Truffaut.

This type of work requires a very special kind of model to bring the ideas to life. Striking the right tone is everything, and this takes serious skill. French Vogue needs models who can take a performance down to the finest detail, and Maryna’s instincts, already tested by some of the toughest in the business, were already proving to be world-class.

Following a summer of editorial work for American Vogue, Maryna was again profiled as a top model, this time by Russian Vogue. At this point in her career, Linchuk was still a relatively unknown name, but the support she was getting from fashion’s most prolific magazines was showing the industry at large that she was a talent not to be underestimated.

In September 2008, Maryna filled her runway CV with names such as Alexander Wang, Gucci, Derek Lam, Michael Kors, Oscar de la Renta, Rag & Bone, Stella McCartney and YSL. Her continued success on the runway got the attention of casting agents looking for a new face to front a campaign ad. Linchuk was signed to represent Christian Dior’s fragrance ‘Miss Dior Cherie’. Launched in 2005, the perfume was intended to be an accompaniment to Dior’s iconic ‘Miss Dior’ perfume, introduced in 1947.

Maryna’s signing saw a new approach to the marketing of Dior Cherie. Hiring director Sofia Coppola fresh from her historical biopic ‘Marie Antoinette’, the film presenting Dior Cherie was a heady confection of girlish sophistication and sorbet shades with Brigitte Bardot on soundtrack. With Maryna modelling a ruffled, cerise gown from the couture vaults, the advert is a master-class in bridging old-world sophistication with modern joie de vivre, and it made the perfume an immediate hit.

Maryna’s year just kept getting better, being approached to appear in the annual Victoria’s Secret show. Victoria’s Secret offers the ultimate challenge to models used to the world’s biggest runways. Getting that ready mix of fun and sex appeal is the very reason why the brand has become such a huge name in the States. Maryna’s ability to be at ease in such a new environment made her an instant favourite, being re-booked for both 2009 and 2010.

Adding Armani Prive to her couture CV in July 2009, Maryna made it onto the pages of American Vogue in November, appearing in ‘After Hours: Fashion’s Big Night Out’. Shot by Patrick Demarchelier, it was an extraordinary roll-call of fashion’s brightest modelling talent. From Alek Wek to Raquel Zimmermann, every model of note was featured, and that included Maryna.

Beginning 2010, Linchuk signed up to take part in another couture show for Dior. This time, the theme was equestrian chic. With riding crops and lace veils, the show made headlines, not only for its dressage theme but the way it put couture firmly back in the saddle. One year on, despite all the gloomy predictions for its future, haute couture still thrives, thanks to a new customer base, with serious money to spend.

Maryna also got the chance to work in untried territory, when picked to model for Derek Lam’s A/W campaign. Only a year into producing campaigns, Lam didn’t have the luxury of a huge back-catalogue of images to fall back on. For example, we all get the Prada ‘message’: eclectic, quirky and cerebral. Making a new set of images, creating that message from scratch, is a huge responsibility, not least for the model. Get the tone wrong, and the campaign will struggle to make a connection with the public. Maryna’s success in making Dior Cherie such a huge hit has made her significantly viable in terms of fronting campaigns.

Finishing off the year with a cover for Turkish Vogue, Maryna returned in January 2011 with another cover for German Vogue. Maryna, head-to-toe in pink, feathered couture is hard to miss. The choice of colour is unlikely to be a coincidence as her long association with Dior Cherie has made her a high-fashion purveyor of pink, a shade that’s been reclaimed by the industry after years in the fashion wilderness. Its revival, at Burberry and Chanel Couture for A/W 2011, allows it to take centre stage in a season that will be awash with colour. Pink – in its vibrant, punchy guise – has been given a second chance to wow the fashion crowd, and its charm offensive looks to be paying off. Some might argue whether pink has ever really gone away, but this type of pink is an entirely different animal. Brave and bold – it’s pink with attitude.

Linchuk has begun 2011 returning as a face for Dolce and Gabbana. Taking her lessons from French Vogue, Maryna manages the Italian cinematic style effortlessly. Filling the early part of the year with work from Russian and German Vogue, Maryna returns this autumn to reprise her role for Dolce & Gabbana. Working this year’s big theme of texture – in every possible variation – she features alongside Isabeli Fontana, Liu Wen, Constance Jablonski and Jac.

Already tipped to be one of the big hitters of the A/W season, Maryna’s link with Dolce & Gabbana is already poised to be an association that will reap major rewards as the year continues. Her success boils down to the fact that she is the type of model the industry loves: high-street, sportswear, lingerie, RTW, couture – there’s no aspect of the fashion industry Linchuk’s career hasn’t covered.

The recognition of Maryna’s hard work – the covers, the high-status campaigns – are just fashion’s way of acknowledging what designers have known all along. Maryna has outrun the trend for Russian / Eastern-European models to become fashion’s ‘everywoman’. Her appeal has transcended passing fads to create a career that is truly global. From Dior and Dolce in Europe, to winning over the Americans on the Victoria’s Secret runway; Maryna has become expert in making herself a must-hire all across the world.

As we move into a new decade, not only has the pace of growth changed, but where that cash is being spent. In 2005, Russia’s contribution to the fashion industry was in supplying new faces: Natasha Poly, Sasha Pivovarova, Natalia Vodianova to name just three. But the balance has shifted to find Russia supplying fashion with some of its most loyal and high-spending consumers, and Russian Vogue joins Italy, France, America and Britain to become one of the most important publications in fashion today.

Those who are spending are choosing to spend big. The exuberance of colour and detail on this season’s runways is more than a collective sigh of relief: a label being thankful they have survived the worst of the storm. The details tell a bigger picture of an industry heading into new territory: geographically, financially and creatively. By becoming more inclusive, the fashion industry is opening itself up to new influences, creating a message that’s truly exciting.

Where Maryna slots into this is her wealth of experience in working in fashion’s new territories such as Russia, China and Japan. Her skills honed at editorial level makes her not only a valuable asset right now, but her profile will grow and develop, making her a name to watch. To be a good translator, you need to speak the language and Maryna’s familiarity with all things fashion has made her effortlessly fluent. Maryna’s triumph in being able to translate into every market makes her a truly modern model.

HELEN TOPE

A true constant in the fashion world, model Irina Kulikova may not be a household name, but she owes her start in the industry to one of Hollywood’s finest.

Irina, born on 6th August 1991, can claim one of the most strikingly original discovery stories in the business. In 2006, Irina was having dinner at a restaurant in Moscow. Her meal was interrupted by film star Liv Tyler, who had spotted the 15-year-old whilst dining at the same restaurant. Liv asked Irina if she was a model. Irina replied that she wasn’t. Liv called over her friend and introduced him to Irina: he was a scout from IMG, the largest modelling agency in the world.

Unsurprisingly, this modelling fairytale became the stuff of legend, making Irina – almost overnight – a name to watch. Teen Vogue dubbed her a favourite, using her in several editorials.

Irina made her high-fashion debut at the Autumn / Winter Calvin Klein show in February 2007. She also got the coveted opening slot for the Prada show, making her one of the most talked-about girls of the season.

Also closing shows for Louis Vuitton and Yves Saint Laurent, Kulikova had an extraordinary start for a model that was still, at this stage, an unknown quantity. Prada’s patronage worked its magic: Irina got noted by the fashion press, appearing in V magazine as one of their Top Ten Faces and an editorial in W, photographed by Craig McDean.

In July, Irina got her first major editorial with Italian Vogue, shooting with fellow up-and-comer, Lara Stone. The tail-end of 2007 saw Irina’s career sky-rocket with the announcement of several campaigns. The first to be announced were for Jil Sander and the second for Marc Jacobs’ new fragrance, Daisy.

The fragrance launch was one of the most anticipated of the decade. Jacobs, already a major figure in the world of high-fashion, was now going global with a fragrance. Everybody could now afford a piece of the Jacobs brand. Irina, with her quirky, delicate features, was cast as the campaign girl. Photographed by Juergen Teller, Irina was snapped lying on a field, clutching an oversized bottle of the fragrance. Aimed squarely at girls in their late teens and early twenties, the deceptively simple campaign was a huge success. The shot has since become one of the iconic campaigns of the decade, and nearly three years since its release, the perfume remains a top-seller.

The campaigns kept coming for Irina. She signed up to do an A/W campaign for Pringle and became a fully-fledged Prada girl, when she was selected to participate in the A/W campaign with Sasha Pivovarova and newcomer Anabela Belicova.

In September 2007, show season indicated just how far Irina’s star had risen. Walking for designers like Alexander McQueen, Chloe and Chanel, she also opened shows for Donna Karan, Marc by Marc Jacobs and closed shows for Alberta Ferretti and Rodarte. Doing 67 shows in total, it was a mammoth achievement. In the space of six months, Irina had become fashion’s hottest ticket.

2008 also started well for Kulikova, with another campaign for Prada. Irina did another editorial for Italian Vogue in February (again working with Lara Stone), and one for Chinese Vogue in April. She also landed the A/W campaign for American label Celine. Signed up in conjunction with Karen Elson and Tanya Dziahileva, the campaign (shot by Bruce Weber), was a perfect illustration of fashion’s obsession with quirky beauty, past and present.

In September, Russian Vogue named Irina a top model, and Irina was able to boast another mega show season with 55 bookings. Closing shows for Vera Wang, Giambattista Valli and Sportmax, Irina also appeared for Bottega Veneta, Chanel, Gareth Pugh, Lanvin, Marc Jacobs and Michael Kors.

2009 saw another career highlight for Kulikova, with her first magazine cover. She landed the February issue of Russian Harper’s Bazaar, with her first U.S Vogue editorial following just three months later.

Irina also got a second chance to work with Marc Jacobs, creating the A/W campaign for the label with photographer Juergen Teller. Teaming up with models Natasa Vojnovic and Olga Sherer, the three models worked perfectly against each other, their off-beat beauty a fitting companion to a label that’s made its name by creating beautiful things that are off the beaten track.

Irina also got cast for the A/W Mulberry ad, which like the Marc Jacobs Daisy campaign has become a modern classic. Shot by Steven Meisel, the campaign pairing Kulikova with Kasia Struss, was a dreamy evocation of couture sensibility. The girls were photographed in a forest sporting wildly frizzy hair. The girls oozed bohemian charm. The ad took the ‘fear factor’ out of high fashion, even reintroducing back-combing to mainstream fashion. The frizzy look, which had previously only been seen on couture runways, became a surprise real-life hit, with back-combed ponytails becoming the party staple that winter.

In 2010, January saw Irina star in another editorial for Italian Vogue and a spot in the Chanel Couture show. She also became the face of Philosophy di Alberta Ferretti. The label’s diffusion line was a piece of perfect casting for Irina: the collection’s ethos of youthfully quirky beauty matched Kulikova’s strengths exactly. Irina also got the lead in the S/S campaign for Marc by Marc Jacobs and an editorial for German Vogue in May, working with new Prada favourite Joan Smalls, plus Aline Weber and Elsa Sylvan.

To date, Kulikova’s career trajectory tells a story about fashion’s progress through the final difficult years of the decade just passed, and how the industry is working to redress the balance.

In times of crisis, there are really only two possible moves: play to your strengths or play it safe. Many larger labels have had little option but to go with the latter to ensure their survival. No-one can afford to take big (and expensive) risks at the moment, but the smaller items like shoes and bags are areas where labels can push a little further. Just think back to the Mulberry advert. Shot at the time where rumours of a recession were beginning to break, the ad is a snapshot of creativity selling luxury – and succeeding. In getting people to spend when times are tough, getting them to want, to lust, over that bag is half the battle. It’s forcing brands to think on their feet, and produce some very creative ideas.

Irina’s blend of quirkiness and high-fashion moxie makes her the ideal candidate to spearhead this new age of creative sophistication. Fashion’s best served as a happy medium: boring and bland make no-one happy.

Lines like Marc by Marc Jacobs and Philosophy di Alberta Ferretti are becoming as important as their ‘big sister’ counterparts. Just look at the press coverage given to the revival of Versus, Versace’s diffusion line. Typically aimed at younger consumers, diffusion lines were often considered an after-thought (money spinners at best), but now they are the life-line keeping many brands afloat. These diffusion lines are often people’s first introduction into the experience of buying designer, so therefore it’s vital that the campaign model to be aspirational but also inviting. Irina’s off-beat appeal is perfect for such assignments.

Where this leaves Irina is ideally placed. When the fad for safe-as-houses models comes to an end, models like Irina will be the focal point of the industry. Quirky always sells to the girls who can’t relate to the glamazons, and approachable-meets-quirky is a huge bonus for any model’s CV. Irina’s ability to marry high-street with high-fashion is what will inform the trend for models over the next ten years. Top models are rarely ‘on the nose’ (ie: pure sophisticate, the absolute epitome of the surfer chick). They usually have something that is a little off, but it works.

In the end, fashion is all about numbers. Not only is time money, but aesthetics can cost too, especially if you get the tone of a campaign wrong. What makes fashion wonderful – and able to weather terrible economic storms – is its ability to balance the two worlds. Aesthetics and finance may have little to do with each other in the real world, but in fashion, one needs the other to push it forward. Rather than remain one big negative, the recession has got fashion back in touch with its entrepreneurial spirit. We are now wearing shapes and silhouettes that five years ago were considered strictly avant-garde.

As much as she has already achieved, expect to see Irina’s career flourish over the coming year. Her blend of fashion cool and marketability puts her in pole position to grab the industry’s attention. The way forward will be for models who aren’t safe bets, but thrilling ingénues who will refashion what we think as being commercially viable.

This is about more than detail – it’s the big picture that’s finally getting the biggest transformation of all – and what comes next? Only time will tell.

HELEN TOPE