What would happen if Tim Burton re-made a Bratz doll while blasting Marilyn Manson in the background? From that oddly interesting combination, you’d probably get Vlada Krukovskaya. But don’t be fooled by her current work, which blends Harajuku’s playful, colourful style with a darker, emo-inspired side. As she tells us in this interview, she’s ever-changing and refuses to be confined into a box: “I consider myself a creative person and don’t want to confine myself to the framework of a ‘makeup artist’ — this is just a stage in my life and a label for clarity.” Defying the clean girl aesthetic one neon lipstick at a time, Vlada is here to have fun, be daring, and challenge preconceptions around beauty and style.
Makeup has the power to transform you—not only your appearance, but also your mood. When did you discover that power?
I started experimenting with bright makeup when I was about twenty-one. It was my last year of university and I began wearing bold lipstick and long eyeliner. It was a personal protest for me, as I had practically never worn makeup before. I’d always had a very basic everyday look and, to be honest, the change caused quite a strong reaction from those around me. I heard people discussing me on the subway, and teachers didn’t understand ‘what subculture I belonged to’. I would do black lips with red eyeliner and I got a lot of tattoos. Actually, when I was about thirteen, I really wanted to be emo; all those subcultures inspire me to this day.
I imagine you have nightmares about the rise of the ‘clean girl’ look. Do you pay attention to trends, even if they’re far from what you do, to find a way to twist them in your favour?
Haha, actually, I quite like the clean girl style! Of course, I can’t force it on myself because it’s just not me, but it’s nice to watch from the outside. I don’t know all the inner workings of what’s really behind it, but from the outside, it looks like an absolute love for self-care, self-development, and a healthy lifestyle. I think it’s cool to smear yourself with products from all those jars, go to pilates, meditate, and eat a delicious salad in the evening. To me, it’s like ‘positive propaganda’ for consistency and routine, and I really miss having that in my life. Regarding trends: yes, there used to be an ‘opium’ cult and that was my outlet, since I love everything dark. But now ‘Tiffany blue’ and ‘dopamine aesthetics’ are trending, and I like that too. Thanks to this, I’m discovering things in myself that I love deep down: for example, collecting Bratz and Hello Kitty dolls, wearing bright hats, lots of accessories, and pinning badges on my bags. I can show this to the world and I’m happy with these trends because life often lacks colour. Even if a trend passes and becomes irrelevant, it still helps you discover new interests in the meantime.
Your looks would fit perfectly within the universes of various sci-fi films and video games. Do you ever think of your work as something that transcends reality and day-to-day life?
Yes, I consider myself a creative person and don’t want to confine myself to the framework of a ‘makeup artist’ — this is just a stage in my life and a label for clarity. I would like to try being a singer and an actress. I once rewatched all the Marvel films and they inspired me greatly; superhumans and superpowers. I’d love to try a similar role in a film, or write a book, or direct a film adaptation. I’m also inspired by Elon Musk; I’d like to achieve iconic, world-famous things, just within the framework of art. I would also love to design characters for games like GTA or Mortal Kombat; I think they would look so cool!
What is a fictional character whose look has always inspired you?
I’m a big fan of Hello Kitty and Bratz. Kitty awakens my love for everything pink and cute — almost my entire apartment is Hello Kitty themed. And the Bratz dolls are so stylish and beautiful; I’ve watched every episode of the cartoon. I like how they achieve their goals no matter what. Maybe I’m in this field now partly because of them; I watched how they released their magazine and walked fashion shows in Paris. They are very bold and confident, and I wanted that for myself. I also adore the film The Nightmare Before Christmas and the whole Tim Burton aesthetic; Jack Skellington looks like perfection to me.
You play with opposites a lot; there’s a tension running through your work. Could you tell us more about that fixation?
I love many different things and I want to fit all my hobbies into one person. I try to do that organically with my style. I don’t want to confine myself to one framework; I am different by nature. Today I love pink and I want flowers; tomorrow I’m gloomy and listening to Marilyn Manson. The day after tomorrow I’m listening to rap and feeling like a mega-rapper with grills on my teeth. Sometimes the struggle is finding a way to present it all without denying any part of myself. I’ve lived through many transformations. As a child, I loved emo and listened to Britney Spears and Tokio Hotel. By fifteen, I was hanging out with the underground scene, painting graffiti on trains and listening to rap. At eighteen, I was into old-school hip-hop and wore baggy pants. At twenty-one, I was going to techno parties and watching horror films. Now that I’m thirty, I’m collecting toys and wearing badges on my bags.
What’s the longest you’ve taken to create a look?
Anywhere from five minutes to three hours on average. When I do ‘character collages’, there are simple looks that only take five minutes; I just pull a hat over my eyes or put on a wig and accessories and emphasise the lips. When I do complex looks, I work very quickly but it can be difficult when I’m gluing things together — it’s a whole process with eyelashes, lenses, wigs, and piercings. Of course, that takes a completely different amount of time.
And when do you think you’ve looked your best—makeup-wise, of course?
I can’t give a precise answer because my eyes are always looking toward the next stage of growth. Sometimes I think ‘it was better before’, but then I realise I have entered a new era and it is even better than what came before.
“I don’t want to confine myself to one framework; I am different by nature. Today I love pink and I want flowers; tomorrow I’m gloomy and listening to Marilyn Manson.”
Your work is intrinsically ephemeral: after creating a look, you wipe it off at the end of the day. How does that affect the way you perceive time and permanence?
I can spend several hours creating a look, take a photo in a couple of minutes, and then remove the makeup right away. I don’t worry about the time spent because I know why I’m doing it. I have specific goals and I’m willing to put in the maximum effort. A couple of hours on makeup is the bare minimum. I view it as work that I can do whenever it is convenient for me.
I guess recording your work is a way to immortalise it. Do you ever wish you could wear a makeup look you’ve done for a whole week? Like a hairstyle that stays fresh for several days.
Yes, I adore my looks and all my wigs. If I were in Los Angeles, I would walk the streets like that! Or if I were a performing artist, I would want to go on stage like that. I think it would be very interesting and unusual; something completely new. It would make for a really cool performance, but I need a producer!
What’s your take on celebrities releasing makeup brands? Which ones are the best out there?
I adore Rihanna’s Fenty Beauty, simply because it’s Rihanna and I’m a fan. I think it’s a way to feel closer to your favourite celebrity. However, in terms of the actual quality of the cosmetics, I don’t place a huge emphasis on it. I use both very cheap and luxury products, though I buy luxury more often because I’m a ‘victim of marketing’. I want beautiful packaging so that the next Dior gloss looks pretty in my makeup bag. In reality, I don’t care what brand I use to do my makeup.
In general, the beauty world has boomed in recent years. Do you see that more as an opportunity or as a threat to what you do?
I think if you find your own style and get a response from those around you, then it is definitely an opportunity to be in demand. I tried many things: painting, sewing and customising clothes, clay modelling, and even nail art, but only makeup and styling really stuck. It’s in demand and it sparked the greatest interest in me. It’s where I want to direct my energy. In any case, I am always open to new opportunities.
