Interview with Vialina Lemann: Grace, authenticity and charisma

Vialina, welcome to Marie Claire Serbia. Tell us about your incredible photo shoot in Paris for our cover.

Thank you so much! It was a real celebration for me. Paris is a city where fashion becomes a breath, and I felt it in every fiber of my being. We shot at dawn, when the city was just waking up, and it felt like the whole of Paris belonged to us. I wanted to convey a sense of feminine strength, tenderness, and depth, and I think we succeeded in creating not just a visual but also a mood and a story.

Tell us about your latest modeling projects.

The last months have been very busy: shooting a campaign for an Italian jewelry house, a high fashion show in Milan, a magazine cover in Japan and working with young designer labels that are betting on sustainable fashion. I try to combine commercial projects and creative ones – to stay alive inside and not lose touch with art.

What do you think makes a model successful in the modern fashion industry?

Today, success is not only about appearance. It’s about character, energy, and awareness. A model must be an interesting person, adaptable, and capable of engaging with directors, photographers, and audiences. Most importantly, they must be true to themselves in a world that constantly demands change.

How do you personally define beauty, and how has this definition evolved throughout your career?

In the past, like many others, I was chasing an ideal. And then I realized that beauty is what you feel inside. It’s about charisma, about the light in your eyes, about the vulnerability that you’re not ashamed to show. The deeper I get to know myself, the more I discover beauty in others.

Tell us about your daily skincare routine. Are there any products that you can’t live without?

My skincare is a ritual of self-love. I always start my day with thermal water, followed by a light vitamin C serum, a moisturizer, and of course, SPF. I can’t do without lip balm and a good night mask. And of course, plenty of water, walks, and good sleep are all part of my „care routine.“

As a multicultural model, how do you navigate different fashion industries? What challenges do you face?

I’ve been lucky to work in Europe, Asia, and the Middle East, where there are different standards, rhythms, and expectations. It can be challenging with the language, mentality, and bureaucracy. However, I always try to be open-minded. My multicultural background is a strength. It allows me to see things more broadly and feel things more deeply.

Which shoots or shows do you remember the most, and why?

One of the most special shoots was in the desert in Morocco, with almost no set, just nature, the wind, and me. It was about being naked, about connecting with myself. And at the Dior show in Venice, I cried for the first time because I was so excited — it was like being in a theater, not just about fashion, but about art.

How do you stay afloat under the pressure of the fashion industry and social media?

I’m not always strong — there are days when I want to disappear. But I’ve learned to take breaks, filter out the noise, and remind myself why I started all this. And to stop comparing myself to others. We are all different – and that’s beautiful.

What role does confidence play in how you present yourself on and off the runway?

Confidence is not about “I’m the best”, but about “I’m enough”. When you understand that – you start to glow. Both on the runway and in life. I work on it every day. It’s an internal process, not an external one.

Which designers or brands do you particularly enjoy working with? What makes them stand out to you?

I love working with designers who create with their heart, whether they’re big names like Valentino or independent labels. I’m drawn to designers who can tell a story through fabric, cut, and color. It’s not just about wearing a piece of clothing; it’s about experiencing an emotion through it.

In addition to modeling, do you have any other hobbies or projects?

I write. Sometimes it’s poetry, and sometimes it’s just diary entries. It’s my therapy. Right now, my friends and I are working on a small art project where fashion, photography, and poetry come together. It’s important for me to be not only a face but also a voice.

What are your plans for the future in the fashion industry?

I want to continue growing and expanding my horizons. I want to explore my potential as an actress and perhaps as a director of visual projects. And one day, to create my own platform to support young models from Eastern Europe and Central Asia. I believe in giving back.

What advice would you give to young models who are just starting out?

Don’t lose yourself. Learn to say „no.“ Look for not only good contracts, but also good people to be around. And remember, your uniqueness is not what prevents you from being a model, but what makes you one.

Photographer: Artur Verkhovetskyi @verkhovetskyi
Photographer assistant: Natali Irzhavska @nataliirz
Stylist: Mariia Safarian @mariultramarine
Style assistant: Ekaterina Zakaraia @hey_katie_
Makeup & Hair: Júnior Queirós @ir_queiros
Coordinator: Kate Podar @katepodar
Model: Via Lemann @wild_wind_via

Izvor slike: Artur Verkhovetskyi @verkhovetskyi Natali Irzhavska @nataliirz