In 2007, Lukyanova won the world wide beauty contest "Miss Diamond Crown of the World". The beauty pageant was open to any women, had about 300 contestants, and had no rule forbidding plastic surgery or body modification. She subsequently had multiple photo sessions and interviews published in Russian media, including erotic photos. Lukyanova developed a worldwide following for her Barbie doll-like appearance after she posted photos and videos of herself on the web. She gained notoriety after reports of her "almost inhuman beauty" surfaced online.  The first notable coverage of her from outside Russia was on the Jezebel blog, followed by a photo session in V by Sebastian Faena. The media described her as being like a living Barbie doll.