Meet Lyu Chirkova, a dynamic figure in the world of music production and art direction. Based in Paris, France, she is originally from Mozhga, Udmurt Republic, Russia, Lyu’s journey embodies creativity and multidisciplinary exploration internationally. From a young age, Lyu immersed herself in the world of art, honing her skills across various mediums. Her portfolio showcases a diverse range of talents, from art direction to abstract painting and digital art. Through her work, she intricately weaves elements of childhood nostalgia and psychological depth, offering audiences a glimpse into her vibrant imagination.
Lyu’s collaborations span continents, including her role as Art Director for the Ukrainian rock band POSHLAYA MOLLY, where she brings her radical and bold vision to music videos and show designs. Her contributions to the industry have earned her acclaim and recognition, with nominations and awards at prestigious events like the Berlin Music Video Awards. Lyu’s unique art direction style often features elements of childhood, such as toys, bright colours, and smiles. There are many references to psychological states, and she works with symbolism to weave her visual narratives. The common thread in many of Lyu’s works is an exploration of adolescence and its challenges.
As the founder of Creative Studio INDIGO FLOW, Lyu Chirkova continues to push boundaries and set new standards in music production, visual art and visual storytelling. Through her creative endeavours, she invites audiences to explore new realms of artistic expression and interpretation. INDIGO FLOW focuses on art direction, visual storytelling, and collaborative art projects that engage and inspire. With an emphasis on fostering artistic collaboration, Lyu curates immersive contemporary art experiences that resonate with audiences profoundly.
Join us as we dive into the world of Lyu Chirkova, exploring her inspirations, motivations, and the captivating stories behind her music projects.
Profile picture by Jenia Filatova
Hello Lyu! Thank you for taking the time for me! The first question I always ask is, what does a typical day look like for you in Paris?

Hi, Mornings! Oh, that’s an interesting question because I’ve lived in many places, and only now I have come to live in Paris. For the last two years, I’ve been living in Tbilisi, Georgia. I’ve also traveled around Europe (Berlin, Paris, Warsaw). I’ve been in Paris many times, and any day in my life right now doesn’t really depend on the location.
A typical start to the day usually involves a family walk with our dog Spot (a Dalmatian), then we go for coffee and head to the nearest park or walking the streets. At the same time, I’m sorting through emails, social media, and messages. Daytime. I’m like a squirrel on a wheel, as I can be doing a dozen different things during the day. I have very poor concentration and constantly jump from one task to another.
That’s why I’m a multidisciplinary artist lol. I might be painting on canvas, then go wash my brushes and watch YouTube on my iPad, then get absorbed in it, then I see how beautifully the light fell somewhere and suddenly I’m taking a photo, and that’s how the whole day goes! Usually, I spend entire days at home (working on my INDIGO STUFF collection, editing several video works, and trying to build my business), but sometimes I do some socialization.
Especially this year, I’ve set a goal – to socialize as much as possible, to do networking, as I’m just starting to settle in Paris. I also really want to do projects in London.

I’m curious. What were you like as a child? What were your interests, and how did you spend your time?

I’m from a large family. From the small town of Mozhga, in the Udmurt Republic in Russia. I grew up in a full family. My mom is an artist, and my dad is an engineer. My mom introduced me to art from an early age. At 2 years old, I started attending a private art school, then an art school.
I spent all my childhood drawing, doing crafts, sewing, knitting. When I was about 10 years old, we got a computer, and instead of games, my dad installed various architectural and graphic programs because at that time my older sister was studying to be a designer. When I had the opportunity to sit at the computer after school, I spent all my time studying the programs and managed to learn them quite well. I was a very shy and self-conscious child.
Children didn’t quite accept me because I was a redhead with freckles (for some reason it was considered something to be ashamed of). At 14, I became interested in the EMO subculture, which radically changed my life, gave it meaning. Until the age of 15, I attended an art school and practiced karate for 6 years.
I loved playing with toys, I played until I was 12 years old (it was considered strange for a child to play with toys until the age of 12), and now I’m 31 and still play! My mom worked as an artist at the library, and I spent a lot of time with books, looking at pictures, fantasizing my own stories.
I spent my childhood in a small town, where 2 minutes from my house was a forest, a pond, and meadows with a river, I love going out into nature! It’s a place of power!
Do you remember how old you were and how you got introduced to the different graphic design programs? And which programs do you use now?
Earlier in the conversation, I mentioned how my father installed architectural and graphic editing software for my sister’s studies. When I entered art school, we used various graphic and 3D programs to create projects.
The programs I use regularly are: Adobe Photoshop Adobe Illustrator Adobe Premiere Adobe Lightroom DaVinci Resolve
What is your earliest memory of creating something, and what was it?
Thinking about this question, a lot of images flash before my eyes. But what I can vividly remember as the first thing is when at 12 years old, I sewed my first flared pants for myself! By myself! And I went to school looking very fashionable.
I think this is a great segue to the next questions. The first one: Can you tell me about when you started showing an interest in fashion?
I became interested in fashion back in school. I took a sewing course around the age of 12, and that’s when I started sewing some things for myself. Then, when I turned 14, I learned about alternative subcultures, particularly the EMO culture. We didn’t have many stores or much money, but we had a market where things were sold on the streets in tents. That’s when I started cutting up vintage clothes from my mom, grandmother, older sisters, and began altering them the way I liked. I started getting into clothing alterations 🙂 I also found out that we had a thrift store in our town, and ever since then, I’ve loved thrift stores.
Considering that, tell me about your clothing brand “INDIGO STUFF“. When did you start it, and what is your goal with the brand?
City of Kazan. It’s a funny question because I didn’t plan to create a clothing brand; it happened accidentally in 2015. Initially, I just wanted to share my drawings. I created a page on social media and sold stickers and badges with my drawings for a small fee; this project was created to share my creativity. At the same time, I was professionally involved in photography and started to get interested in videography. I worked as a freelance designer and photographer. Around the same time, I learned about my parents’ divorce, which was a blow to me. I had the thought in my head that my older brother should now take responsibility for our family. That’s when I came up with the idea to write the word “NEAR” on a T-shirt with acrylic red paint. This T-shirt was supposed to be just a prop for shooting my older brother. When I posted the photo online, people started asking, “What’s that T-shirt?”
City of Saint Petersburg. At that time, I was in a difficult financial situation, but I managed to find $100 to print 10 T-shirts, then I sold them and made even more T-shirts. So the brand began to develop gradually. At that time, I also started working actively with musicians who provided good publicity. That’s when I realized that I needed to try to make a collection with the money I earned. I found a girl who helped me with patterns, and I invited my younger brother to Saint Petersburg to start developing the business. That was the beginning. Now we have a small team in Saint Petersburg and Paris.
For me, the clothing brand INDIGO STUFF is a place where I can express myself, where I can convey my emotions, thoughts through clothing. All items made in Indigo have some meaning, starting with the first “NEAR” T-shirt. My goal for the brand is to create cool, unusual, bright, and high-quality items that reflect you and make you feel comfortable and unique.
Can you tell me about the process of creating INDIGO STUFF, to where it is now?
Unexpectedly for myself, I created a brand (see above) that helps me express myself. Now it’s a family business 🙂 Founded in 2016. We have an office, warehouse, and a small team in Saint Petersburg. I also plan to set up a studio in Paris.
Let’s go back to the beginning. What were the biggest challenges in building INDIGO? And what was the most valuable lesson for you?
My team and I always face challenges; currently, we are planning to actively expand, and that is also a challenge. I would really like to find a good SMM specialist, a promotion agency (because we do everything ourselves). The most valuable lesson is: If you want to do something – do it! If it don’t work out, think about whether you really need it, if yes, then try again!
Alright, you also run the creative studio Creative Studio Indigo Flow. Can you tell me a bit about what you do, and so on?
It’s a studio where Albert, my husband, and I specialize in contemporary art direction and creative direction. We’re passionate about making unconventional collaborative projects with artists, musicians, and designers to bring innovative and impactful ideas to life. We curate immersive installations and visual experiences that put traditional art forms into question. Our portfolio comprises a diverse range of work, including art direction, production, creative video direction and production, fine art photography, and other creative projects.
For the past couple of months you’ve been practicing working with different AI instruments. Can you tell me more about that? Why do you wanna get into AI? And where do you see AI in the future?
For a year now, I’ve been studying neural networks and using them. It’s an incredible thing. It’s like the best friend of my imagination and creativity. Artificial intelligence helps me work faster, visualize my ideas, and create sketches for projects. It’s also a great assistant as a designer-editor.
I’m very interested in continuing to develop alongside neural networks. They evolve so quickly that you always need to stay updated, test new programs and platforms, and check for updates. I mainly focus on neural networks that work with visuals. It’s a talent to be able to write the right and clear prompts. It’s an interesting form of contemporary cyber poetry.
I plan to use neural networks in both commercial and non-commercial projects. I think in the future, the ability to work with neural networks will be very important. You become more productive and faster, and it will be a huge advantage for you. I believe the new generation will actively use neural networks and won’t be able to imagine life without them, just like we can’t imagine life without iPhones and the internet now. Whenever the topic of neural networks comes up, I always recommend starting to learn about them sooner rather than later.
I know that your creative work is based on your personal and emotional experiences. Could you tell me about that, please?
Yes, that’s true. I am a very sensitive person. For many years, I lived with depressive, panic, and anxiety disorders. Unfortunately, I postponed seeing a psychiatrist for a very long time. The psychiatrist suggested a diagnosis of Bipolar disorder. When I was feeling very low, my creativity always saved me. It’s the truest form of therapy! It’s amazing how from such dark and suicidal thoughts, I created such bright works. I’m interested in psychology, I think a lot and reflect, and it’s important for me to convey these states in my works; it makes it easier for me.
What specifically about the themes of childhood and adolescence makes you want to document them through your work?
I think it’s the pain that found no way out. At the age of 15, I went to study in the city of Kazan (Tatarstan, Russia), at the Feshin Art School. I was alone in the big city, where I had to grow up quickly but remain a child at heart. Loneliness and an early departure from my family probably influenced me. Children see the world very vividly and purely, and my goal is not to lose this feeling and to remind people of the importance of preserving their inner child. That’s why my creativity is both bright and dark at the same time. In my video works, which I direct, I often depict teenagers, their problems, and their bleak view of the world.
Can you tell me about your use of symbolism?
I like to communicate with the viewer in my directorial works, clothing, and creativity not directly, but through symbolism. I’m very interested in what people feel and understand when they look at my creations, what emotions they experience, and whether they do. I think symbolism makes my creativity abstract.
Can you walk me through your creative process? From beginning to end result?
For me personally, it looks like this:
If it’s directing or art direction, I first see a lot of images. I endlessly draw inspiration from everything I see, document it, and come up with ideas. I love this process! Simply walking around and imagining is enough, and my sleep is also my ideal assistant; I get a bunch of ideas in my dreams (crazy ideas). Then, I arrange a story around the visuals, plan the shots. Then, it’s working with the team and shooting. Often during shoots, I improvise.
As for drawing and creating art objects, I often improvise in the moment. I try to constantly draw on my iPad, napkins, receipts, sketchbooks, and so on. From these, some decent works can emerge later.
In connection with this, how do you deal with creative blocks?
I try to avoid such words and situations! 😀
What motivates you?
My inner peace, understanding how interesting life can be, creativity. I’m inspired by other artists, the creative successes of other people. A healthy body and sports!
How would you describe a perfect day?
A family walk with the dog, coffee. Swimming pool or yoga. A delicious breakfast. Working in my studio. Meeting with friends or a family dinner, and peaceful sleep (!!!)
Is there anyone you look up to?
There are a lot of people I like on Instagram, such as artists, musicians, models, fashion. I can’t single out anyone specifically.
Alright, Lyu. I always ask these two questions at the end of an interview. The first one: what’s your favorite movie(s) and why?
I love art house cinema by international directors. I particularly enjoy films from the 1990s. There isn’t a specific movie, but I admire directors like:
Roy Andersson
Wes Anderson
David Lynch
Stanley Kubrick
Wong Kar-Wai
Gaspar Noé
Aleksei Balabanov Valeriya Gai Germanika And others.
The second question: what songs are you currently listening to the most right now?
Crystal Castles, Yung Lean, Sidewalks and Skeletons, Health, Lealani, Aphex Twin.