Kazakh model becomes the face of a Gucci campaign

Tengrinews.kz — Kazakh model Erik Ilyin continues his rise in the global fashion industry. After walking the runways for Louis Vuitton and Versace, he has now appeared in an advertising campaign for the Italian luxury house Gucci. Tengrinews spoke with the model to learn how a simple work trip to China unexpectedly turned into a dream contract.

Working with Gucci

Erik found out about the Gucci shoot while he was in China, where he had arrived on a work contract. At the time, the trip came with no major expectations.

“At that point, I had already been in China for two months. I went there on a three-month contract for commercial shoots ahead of Fashion Week. My goal was very simple and pragmatic — to earn money before starting my studies,” he said.

According to Erik, the work in China was seen purely as a financial opportunity, with no anticipation of major image-building projects. The turning point came after a call from his agency, Dazzle.

“At some point my agent called and said: ‘You have an option for a Gucci shoot.’ My first reaction was disbelief. I honestly didn’t believe it. I thought it was some kind of local project — like a ‘Chinese Gucci.’ At that moment it sounded unreal. Even during the shoot, I didn’t fully realize what was happening. The campaign was tied to Chinese New Year, and it wasn’t clear whether it would be released internationally or stay within China,” Erik admitted.

Notably, there was no separate casting process. The brand selected models based on existing portfolios.

“There was no in-person casting. I didn’t take any additional photos or videos specifically for this project. There were no extra requests either. So the decision was most likely made based on portfolios and materials already available to agencies while I was in China,” he explained.

Erik added that his approval was not immediate.

“During the shoot, someone from the team mentioned that there were long discussions about my candidacy. Most of the cast consisted of Asian models — mainly Chinese — plus two Thai superstars. I was the only model who wasn’t fully Asian. As I understand it, that’s what caused hesitation: whether I would fit into the overall cast,” he said.

About the campaign

The Kazakh model became one of the faces of Gucci’s campaign titled The Gathering, marking one of his first major projects with a global luxury brand.

The concept and execution were handled by Gucci itself. The campaign was shot by photographer Andrew Mikshis, known for his work with Vetements, Marc Jacobs, Helmut Lang, and other major brands.

“It was a team where everyone understood not only their own role but also the overall idea and visual language of the project,” Erik summarized.

Публикация от GUCCI (@gucci)

On set

Erik shared that he usually listens to music during shoots, which caught the attention of a fellow model from China.

“I almost always listen to music on set — while waiting, backstage, between takes. That day, one Chinese model who spoke good English asked what I was listening to. I offered her Russian and Kazakh music. We spent almost half the shoot listening to tracks together. She was genuinely interested — so much so that she later asked me to make a playlist. That evening, I put one together and sent it to her the next day. It was really nice to see such sincere interest in our culture and language,” he said.

Career path

Erik began his modeling career in Moscow. His first major project was a six-month exclusive contract with the brand Lime in 2024.

“From there, things started to develop gradually. Fashion in the classic sense — runway shows and fashion weeks — came a bit later, when my agent suggested trying Europe,” he explained.

A key role was played by his mother agency, which helped build a long-term strategy rather than simply sending out portfolios.

“They helped me understand how to present myself properly, how to work with my portfolio, image, and overall positioning,” Erik noted.

His international breakthrough began after being featured in the pre-season New Faces selection on models.com. This led to contracts with major international agencies, including IMG.

He has already participated twice in Paris Fashion Week, walking for Louis Vuitton.

“My debut at Milan Fashion Week was with Versace — that was a major leap. Louis Vuitton was a separate milestone. As far as I know, it was the first time a Kazakh model walked for the brand. I see it not as a reason for pride, but as responsibility — understanding that you represent more than just yourself,” he said.

Stress and competition

Despite the glamorous image, modeling involves constant travel and emotional fatigue.

“To be honest, stress never really disappears in this industry — it just changes form. It’s less about competition and more about physical and emotional exhaustion: constant flights, jet lag, changing time zones, and the feeling that you always have to be ‘on’ and never late. As long as you’re not home, that pressure is always there,” Erik explained.

At the same time, he views competition as healthy.

“I don’t feel crushed by competition. I see it as something athletic. Everyone in modeling has their own path, timing, and circumstances. Comparing yourself to others is the most useless thing you can do — it just drains your energy,” he said.

What’s next

Erik shared his plans for the near future.

“Right now, my agency and I are planning the next six months before the academic year starts. As long as I have the opportunity, I keep working. I don’t box myself into rigid plans and stay calm about the fact that life can take a different turn,” he said.

He also emphasized his strong connection to Kazakhstan.

“Kazakhstan is my home. It’s where I was born and raised — my homeland. Half of me is purely Kazakh — on my mother’s side, there’s no mix at all, just Kazakh blood. It’s part of my identity that can’t be removed or replaced. My country is also my place of strength,” Erik stressed.

For him, returning home is essential.

“Whenever I’m not home, I’m constantly under stress. The only way to truly get out of it is to come back to Kazakhstan — go to the countryside, visit the sauna, ‘wash off’ everything, reset, and start again. My parents and grandparents live there — my closest people. I can’t not return,” he concluded.

The model hopes his story will inspire young people in Kazakhstan not to fear rejection and to try their chances in the global fashion industry.