INTERVIEW
MEET THE PHOTOGRAPHER
Yuliya
Kartsova
FOUNDER & LEAD PHOTOGRAPHER
ELIKON PHOTO ART STUDIO
How did the idea for the social project "LET'S TAKE OFF!" come to life?
Yuliya Kartsova: The idea for the social project "LET'S TAKE OFF!" was born simultaneously within our creative team—profound concepts like this often arrive from above when a societal need is already overdue. We immediately rejected the idea of creating just "pretty postcards." Our goal was to expose the raw feelings of the participants, showcasing their inner struggles, their resilience, and the manifestation of their right to be the best version of themselves, no matter what.
Every single element of this project—from the texture of the backdrop and dramatic studio lighting to the nuances of makeup, clothing, and accessories—was subordinated to a single task: to show a woman who is navigating a complex, at times unbearable life trial, yet walks through it with absolute dignity and unbreakable inner strength. Our team for this project was small but exceptionally aligned in vision: personal stylist Lidiya Sokolovskaya, makeup artist and hair stylist Yulia Effa, accessory designer Olga Verskun, and myself as the photographer.
The project is deeply connected to the non-profit organization "Butterfly of Hope." What is the story behind it and what are its main goals?
Aliona Postolachi: "Butterfly of Hope" is a non-profit organization that was born from personal experience. My story is not an adventure, a miracle, or a standard success story. It is a raw journey of learning how to look around, how to smile again, and how to notice the loving people surrounding you. It is about learning how to truly live, despite everything.
Having faced illness firsthand, I know exactly what one goes through during diagnosis and treatment. Currently in my fourth year as a cancer patient, I felt a profound calling to use my own journey to support other women navigating the exact same difficult reality. The primary mission of "Butterfly of Hope" is to help individuals look past their patient status—to step away from the illness, if only for a brief moment, and learn to embrace and savor every second within their given circumstances. While optimism doesn't guarantee a medical cure, it undeniably elevates the quality of life, lowers anxiety, reduces pain, and ultimately improves clinical outlooks.
Our organization hosts a wide array of events, including creative workshops, quizzes, social gatherings, and art projects. These initiatives allow patients and their loved ones to disconnect from stress and recharge with positive energy. Even a fleeting moment of joy, creativity, or peace can restore the hope they need. That is exactly what "Butterfly of Hope" stands for.
Currently, I want our organization to continue its work, so we can launch more projects and involve more people. To achieve this, "Butterfly of Hope" is completely open to collaborations with partners and sponsors who understand and connect with our mission, and who are ready to support social and creative initiatives for cancer patients and their families.
SAINT-AMABLE, CANADA
Yuliya Kartsova: My name is Yuliya Kartsova. I am the founder and lead photographer of Photo Art Studio "ELIKON," based in Saint-Amable (Greater Montreal, Canada). Our studio operates at the distinctive intersection of various genres, ranging from deep psychological portraiture and boudoir photography to large-scale family stories, Fashion, and Beauty.
Regardless of the genre, my core artistic signature is absolute authenticity. For me, the person in front of the lens is always more important than the photograph itself. I am not interested in a polished, plastic image; instead, I seek the raw spectrum of human emotion: genuine joy, vulnerability, profound reflection, hope, strength, and even pain. This vulnerability makes the subject human, transparent, and deeply relatable to the viewer. My goal is for the viewer, looking at a photograph, not just to think "beautiful," but to stop and feel something deeply.
Within the walls of "ELIKON," there is no room for forced posing. I am far more interested in the moment when a person stops trying to control themselves in front of the camera and simply becomes who they are. My clients know that here they can laugh out loud, scream with joy or release, cry, sing, or dance. The lens only captures real, unfiltered life.
How did the wardrobe styling help convey the core philosophy of "LET'S TAKE OFF!"?
Lidiya Sokolovskaya: "For this editorial, I intentionally began with a minimalist, clean foundation—a simple white shirt and classic trousers. I didn't want complex clothing to immediately steal all the attention. From there, we gradually integrated accessories, allowing the entire look to evolve with each added element. I wanted to showcase how dramatically accessories can transform even the simplest base. For the grand finale, we introduced custom-made butterfly accessories designed and crafted specifically for this shoot. Through these deliberate details, the wardrobe underwent a visual transformation, ultimately merging seamlessly with the core philosophy of the project—the Butterfly of Hope. The butterfly became far more than a mere accessory; it became an integral part of the storytelling."
What did you want to showcase in these women above all else?
Yuliya Kartsova: Above all else, I wanted to showcase their absolute, unwavering dignity. In modern society, a severe diagnosis or a traumatic life crisis often erases a person's identity, reducing them in the eyes of others to just a "patient" or a victim deserving of pity. I am categorically against this viewpoint. Through the lens of my camera, I did not see an illness or a setback; I saw the incredible inner architecture of each heroine—their proud posture, the depth of their gaze, and a primal, indestructible feminine power. My goal was to strip away the external noise and lay bare the precise kind of beauty that cannot be taken away or destroyed by any life trial.
If someone is looking at your portfolio 10 years from now, what do you hope they see?
We would all truly hope that ten years from now, anyone looking at these portraits recognizes them as a timeless testament to the absolute triumph of life. This project goes far beyond a medical diagnosis; it speaks to anyone undergoing a devastating life crisis, a profound loss, a divorce, or a dark period of despair.
Fashion trends will inevitably shift and fade, but the core value of human resilience remains constant. We want these images to serve as living proof that even in the toughest moments, you can choose to "take off." You must find the strength within to fight and want to live. There will be no other chance. There is no dress rehearsal. There is only here and now.
"Even in the toughest moments, you can choose to "take off."
Yuliya Kartsova