In 2007 Lukyanova won the World Wide beauty contest "Miss Diamond Crown of the World".[5][10][11] There were about 300 contestants in the beauty pageant, any girl could participate, and there was nothing in the rules forbidding plastic surgery.[12][13] After her victory, she had multiple photo sessions and interviews in the Russian media, some even including erotic photos.[14][15][16][17] Lukyanova developed a worldwide following for her Barbie doll-like appearance after she posted numerous photos and videos of herself on the web.[18] Her first famous interview and photos outside Russia were posted by Jezebel website, followed by a professional photosession in V by Sebastian Faena.[18]