Vogue CS in English
Beyond the Runway: A Model’s Journey from Serendipity to Self-Mastery
Natálie Debnárová27. 11. 2025
Discovered by chance and shaped by experience, Kristina Kustova built a career defined not by perfection, but by presence. From stepping into the industry as a young girl to collaborating with some of fashion’s most visionary photographers, her story is one of resilience, authenticity, and evolution. Balancing motherhood, global campaigns, and a dream that still points toward a Vogue cover, she embodies what it means to live beautifully—on her own terms.
Foto: Alexandra Siryk
You’ve mentioned that modeling came into your life by coincidence rather than design. How did that unexpected start shape the way you approach your career today?
That unexpected beginning was a gift—one that taught me one of the most valuable lessons about this career. It wasn't a calculated path toward a goal, but a moment of pure serendipity—being scouted on the street as a young girl. That spontaneity showed me the importance of authenticity and being truly present. Because I started without any formal training, I learned everything through direct experience, working alongside professionals. I actually see starting so young as an advantage: it allowed me to make mistakes, to stumble, and to learn from those falls without the pressure of a grand plan. That foundation taught me to embrace the journey itself, with all its beautiful imperfections, rather than focusing solely on the destination.
You often speak about strong women inspiring you. Who are some of the women – past or present – who have most influenced your outlook or your work?
My inspiration comes from women who embody authenticity and strength, both on and off the runway. While I grew up with the glamour of Fashion TV and admired icons like Adriana Lima – whose poster hung on my wall –my true muses are those who break molds. I'm deeply moved by the raw resilience of Frida Kahlo and the effortless, muse-like quality of Jane Birkin. She exudes a kind of easy, unstudied grace that I identify with – a woman who led not through perfection, but through her palpable authenticity. Today, I find inspiration in figures like Elsa Hosk, who represent the modern model's voice. For me, the women who leave a mark are not just beautiful faces; they are women who have something to say. I have a profound appreciation for the naturalness of the 90s supermodels, and I strive to carry that same genuine spirit forward. It's about being a woman who is heard and who – simply by being herself – inspires others to do the same.
You’ve worked with incredible photographers like Olga and built a career across both Europe and the U.S. – what are the most striking creative differences you’ve noticed between these two worlds?
On a professional level, the photographers I've worked with – from Olga to Albert Plekhov and Marina Roy – are all masters of their craft, whether in Russia, Europe, or the U.S. The main difference lies in the aesthetic vision. In America, the energy is brighter and more liberated – there's a sense of bold, expressive freedom. In Europe and Russia, there‘s a deeper appreciation for minimalism it's more about subtlety and raw emotion. Ultimately, it's not about one being better than the other. It's about the beautiful diversity of creative "flight," with each artist bringing a unique perspective. That's what makes the fashion world so rich.
Foto: Alexandra Siryk
Foto: Alexandra Siryk
From Paris to Miami, your shoots take you everywhere. Is there a place that feels especially inspiring or grounding for you right now?
Yes, my work has taken me across the globe, and each place offers its own unique energy. Right now, my focus is on upcoming projects in Spain and Dubai – I'm flying to Madrid soon for a campaign and have an ongoing contract with the powerhouse agency MMG in Dubai. I continue to work in Russia as well. In terms of inspiration, the American market has a magnetic pull for me. Being contacted recently by a renowned photographer like Tony Molli is incredibly exciting, and I'm actively in the process of obtaining my U.S. visa to pursue such collaborations. At the same time, I feel deeply drawn back to Europe. The dream of returning to work in cities like Paris or Milan is a strong source of inspiration for me. I have to acknowledge that, given the current political climate, the volume of creative and commercial opportunities is presently greater in Europe and the U.S. Ultimately, I‘m drawn to wherever the most compelling creative challenges lie, and right now, that energy is most vibrant outside of Russia
You’ve said that modeling can be hard work behind the glamour. What’s something about the profession that might surprise people?
Yes, there's a striking disconnect between the final image and the reality of the work. People see a beautiful photograph and assume it was a simple process: a girl shows up, gets her picture taken, and goes home. The truth is far more complex and physically demanding. This profession has its share of pitfalls, including deception. I've encountered everything from financial scams and breaches of contract to outright theft of my image – photos stolen and used to promote stores or appear on billboards without my consent or compensation. The physical challenges add another layer entirely. I've been asked to wade into freezing cold lakes for a campaign, had fake nails glued on so aggressively they tore off my real nails, and stood for hours in a sweltering studio without air conditioning, modeling a fur collection. I've endured blisters that bled. But beyond the physical toll, the most demanding part is often the emotional labor. You have to maintain a positive, kind, and professional demeanor with everyone, no matter the circumstances. It requires immense inner strength, unwavering self-belief, and a relentless determination to never give up. The glamour is just the surface – what truly holds it up is resilience.
You’re also a mother. How do you balance motherhood with such a fast-paced, travel-heavy career?
It’s all about having a strong support system. I’m very fortunate that my daughter’s two grandmothers take turns staying with her when I’m away. We prefer this arrangement to having a nanny, and it works well for us. The only real challenge is how much I miss my six-year-old, Nika, when I travel. I look forward to taking her with me once she’s a bit older.
Foto: Alexandra Siryk
Foto: Alexandra Siryk
Your personal style seems to blend minimalism with a touch of edge. Which designers or brands best reflect that side of you?
My style is ultimately a reflection of my mood, but at its core, it‘s deeply inspired by the powerful, defined elegance of the 90s. I have a profound love for the timeless sophistication of Yves Saint Laurent and Chanel – their quality and feminine strength really resonate with me. At the same time, I'm drawn to the playful intellect of Miu Miu and the dramatic artistry of Schiaparelli. But I balance this with a grounded, personal edge. I'm a dedicated collector of Hermès bags and Nike x Travis Scott sneakers. Some days call for a full designer look; other days, I‘m perfectly confident walking into a restaurant in an Adidas shirt. The most important thing is that I style myself – it’s all about what feels authentic to me in the moment.
Social media now plays a huge role in a model’s career. How do you keep it authentic while maintaining your professional image?
For me, the key is to let authenticity be the foundation of my professional image. My platform – primarily Instagram – is where I showcase my real life: what I wear, what I eat, the places I go. It's a direct window into my world. I believe that this genuine connection is what truly resonates with an audience; it's a big responsibility that I don't take lightly, and I truly love the community we've built. My journey into the public eye – including my time on the Russian version of 'The Bachelor' years ago – taught me how to navigate visibility. While the industry and social media trends are constantly evolving, my core strategy is to stay true to myself while remaining informed. I follow European influencers and bloggers to stay attuned to the shifting landscape, ensuring my content feels both personal and relevant. Ultimately, I share what I love and what I might recommend to a friend – that's the balance that works for me.
You’ve talked about places like Altai and Bali as “power places.” What do they mean to you, and how do they influence your mindset?
Absolutely. I deeply believe in the concept of 'power places,' and for me, destinations like Altai, Baikal, and Peru are essential for maintaining my equilibrium. Living in a vast metropolis like Moscow means being constantly surrounded by intense energy and people. While it offers incredible opportunities, it can also be draining. These power places serve as my sanctuary – a space for a complete reset. They are where I can truly meditate, dream, and disconnect from the noise. In the silence of nature, my mind clears, and I feel a profound sense of renewal. I always return from these journeys not just rested, but realigned – ready to set new goals with a fresh perspective and a calm, focused mind. They are my ultimate source of inspiration and personal recharge.
Foto: Maya Kiseleva
Foto: Maya Kiseleva
You’ve worked on impressive campaigns this year. Which one challenged or inspired you the most, and why?
While I'm deeply grateful for all the projects I've been part of this year, the most personally significant moment for me is this conversation right now. Having the opportunity to share my story and perspective in this way is a genuine honor and a personal dream come true. Looking ahead, the dream that continues to inspire and challenge me most is landing a Vogue cover. It's the milestone I'm working toward with all my heart, and I hope to achieve it very soon. I appreciate your understanding in allowing me to keep the focus on this future aspiration.
What are your biggest dreams or goals for the year ahead, both professionally and personally?
For me, the ultimate professional dream is crystal clear: to grace the cover of Vogue. I believe it's a pinnacle aspiration for any model, and it's the goal I'm passionately working toward. Alongside that, being part of a Victoria's Secret show remains a legendary fantasy. On a personal level, my heart is open to a new chapter. I'm dreaming of finding love again and welcoming that beautiful, serendipitous connection into my life.
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