Bright And Diverse Universe Of Jullz Bek. Who Is She?

by Alexandra Mansilla

Bright And Diverse Universe Of Jullz Bek. Who Is She?

1 Aug 2024

Among you, there are definitely some who follow Jullz Bek — a vibrant creative from Kokshetau, Kazakhstan, who is always turning heads. With her bold outfits, ever-changing hairstyles, and completely unique photoshoots, she is known for experimenting with new ideas, mixing the unexpected, and constantly reinventing herself. But who is she really? What is her story? We caught up with her to learn why she moved from Kokshetau to Dubai, the impact films have had on her life, what her Pinterest board looks like, and discussed how easy it is to fall into the trap of comparing yourself to others.

— So, Jullz, you are from Kazakhstan. From which part of it?

— I was born in Kokshetau. It is a small town up north, actually quite close to the capital, Astana. But it is really tiny — my house was next to a train station, and I lived there until I was about four or five years old. After that, I moved to the UAE. The first place we lived was Sharjah. When we arrived, it was literally just the desert — there was nothing here but sand. This was around 2001 or so.

— And why did you move to the UAE?

— My mom was a single parent, so she wanted to move somewhere safer. At that time, Kazakhstan was undergoing many changes, including a government change when the USSR fell apart. She was looking for better work opportunities, by then she had two daughters — my older sister and me.

She also wanted to move somewhere warm because Kokshetau, being up north, was really cold. She wanted sunshine and the beach, so that is why we moved to the UAE. When we arrived, it was just desert — nothing like what it is now. I grew up in the proper desert at first, which was really difficult because, in Kazakhstan, you are used to four seasons and playing outside with other children. The UAE has hot temperatures all year round, so the weather and lifestyle are quite different.

I found my escape through films. Growing up, I was obsessed with movies, documentaries, and TV shows. They became my window to the world because my life was mostly limited to school and home. I became passionate about learning directors' names, understanding what their work looked like, and exploring themes in their films. This passion grew from spending so much time indoors as a teenager, watching movies, anime, and TV shows.

— Have you ever returned to Kokshetau?

— When I was 17, I went back to Kazakhstan and reunited with everyone after a long time. That visit was a real culture shock for me because, coming from a place where every third person is from a different nationality, I was used to a mix of races. When I returned to Kazakhstan, I was struck by how everyone looked like me. I remember thinking, "Wow, I actually belong here." It made me realise that I was more connected to my roots than I had previously understood.

Growing up, I didn’t really grasp where I was from. I just knew I was Asian without fully understanding what that meant. But over time, I learned about the different regions — Central Asia, East Asia, Southeast Asia — and what makes each culture unique.

— Do you listen to Kazakh music?

— Recently, around the age of 27, I made a conscious decision to reconnect with my roots. Even though I felt deeply connected to the culture in Dubai, I realised that my Central Asian roots were still a big part of me. I wanted to make an effort to return to my own culture. That is when I started exploring Kazakh music.

I began listening to OYU Live, which featured various Central Asian artists. I appreciated that it was curated so I could explore different genres like pop, traditional, and rap. That same year, I discovered that they were also hosting a festival called OYU Fest, and I knew I had to attend. I visited it, and it felt amazing to reconnect with my roots.

The performances were mostly in Kazakh, with some in Russian, and since music is so important to me, I memorised the lyrics even though I didn’t speak the language fluently. I learned how to pronounce the words by listening to the music.

I have been attending the festival for the past three years because I enjoy it so much. I am always trying to understand the meaning of each song because I believe that learning a language through music is one of the best ways to connect with it.

— What do you think is very Kazakh about you?

— I think reconnecting with my culture. I have noticed that Kazakh elders often emphasise the importance of knowing your roots, history, and culture. I have embraced that idea on my own without anyone explicitly telling me. I do my own research and make the effort to travel back home, even though I don’t have to go every year. I want to connect, learn, and see the city grow because it is so important to me. So, in a way, I feel like my efforts to reconnect with my roots are a very Central Asian trait.

— I have talked a lot with people from different countries, like Turkey, Yemen, and India, and they often mention that being the only foreigner in their schools was challenging. They felt isolated and struggled to integrate into the community. How was your experience with this?

— Yeah, it was the same at school. My school had about 80% South Asian students, so at first, I felt a bit out of place as one of the few Asians there. As time went on, my circle of friends naturally became a group of outsiders. My friend circle included a Yemeni girl, a Somali girl, and an Egyptian girl — people who also felt like they didn’t quite fit in. We all bonded over that shared sense of being outsiders.

Guardians of the Galaxy always reminds me of my friend groups. We have always been a bit of a mismatched bunch, feeling like we don’t quite fit in either our own culture or the culture we are in. So, we found each other and connected over that shared sense of being outsiders.

— You said that you found your escape through movies. Do you remember which ones?

— Films have definitely played a huge role in my life. There is this anime called Slam Dunk that I used to watch on an Arabic channel called Spacetoon. Growing up here, all the channels were in Arabic, so I had to force myself to understand the language just to watch this cartoon I loved. It was one of my favourite anime growing up.

As for movies, Jurassic Park was a major influence on me. I was amazed by it, and when I saw the behind-the-scenes footage of how they created the dinosaurs with practical effects, it blew my mind. It made me realise that in film, you can create anything you want.

Later, I fell in love with Sofia Coppola’s work, especially Lost in Translation. I really admire her style; she has a unique way of capturing subtle emotions that male directors often can’t achieve. It is something that stands out when a female director is behind the camera.

In university, I studied film and was introduced to directors like Wong Kar-wai. Watching films like In the Mood for Love and Chungking Express completely shifted my perspective. Growing up, I mostly watched American TV and some Arabic cinema, so I hadn’t been exposed much to foreign films. Discovering Asian cinema was eye-opening. It showed me a whole new world of beauty and storytelling, where Asians aren’t just the butt of the joke, as often happens in American films. Seeing Asians portrayed in such romantic and sultry roles was a revelation. This experience really expanded my horizons and pushed me to explore more foreign cinema, realising there is so much more out there beyond Western films.

— Pokémon or Digimon?

— I grew up with Digimon, so while everyone talks about Pokémon, I have to say I preferred the Digimon universe. I really liked the little creatures and the fantastical beasts in Digimon — the character design was just more interesting to me.

I watched it on Spacetoon, so it was dubbed in Arabic. That means that I know is the Arabic version of the intro song. When I mention the song to people, they often don’t recognise it because they are familiar with the English dub. It is funny how different the experience can be!

— I have looked through your Instagram and seen a variety of projects you have worked on. To help our audience understand you better, could you describe how you would define yourself at this moment? I mean, back in 2019, you described yourself as a filmmaker, songwriter/musician. How would you describe yourself now?

— Wow, this is a tough question. It is hard to explain, but I feel like I am creating an entire "Jullz Universe" in my mind. It might sound pretentious, but everything I have done, from working with incredible brands to collaborating with talented people, has contributed to this universe. I am truly grateful for it all.

I grew up in a small town, and now I am working with amazing brands and engaging with great publications. It feels like I am bringing this universe from my mind into reality.

Describing myself is challenging because I am a multifaceted creative. I don’t always know what I will do next — whether it will be fashion, makeup, or hair. I love all forms of artistic expression as long as it is intentional and genuine. My involvement in music was deeply passionate and drew from filmmaking and storytelling, blending everything I have learned throughout my life.

Whatever comes next will be a combination of all these experiences because I truly love exploring different forms of expression. It is all part of my evolving universe.

— You are a multidisciplinary creative with a diverse range of passions and talents. Many people in similar situations experience highs and lows, and managing multiple creative pursuits can sometimes lead to burnout. Have you faced any burnout or difficult periods, and how have you managed or coped with them?

— Yeah, absolutely. It is very common in the creative industry, or really any field where people put a part of themselves out there, to compare our journeys with others. We often look at someone else’s path and wonder how it aligns with or differs from our own. It is a natural part of the process when you are deeply invested in your work and sharing pieces of yourself through it.

— Sure, and on Instagram everyone is so successful.

— Yeah, it is so easy to fall into the trap of comparing yourself to others, especially when you see their achievements and wonder what you have accomplished in comparison. It can feel like you are digging yourself into a hole, not recognising your own progress. This is something I have struggled with throughout my career — more with comparison than burnout.

I have found that self-reflection is crucial. You really need to ask yourself why you are doing what you are doing. If your goals are fame or quick wealth, you are likely to be disappointed. The creative industry isn’t a fast track to riches or fame, despite how glamorous it may look online. It requires a lot of hard work and dedication.

For any young creatives, my advice is to deeply understand your intentions and goals. If you are sincere about what you are creating and why, it becomes easier to navigate the challenges and avoid getting burned out by superficial comparisons. For me, my North Star has always been driving my culture forward and pushing my creative boundaries. This focus helps me stay grounded and not get discouraged by others' journeys. Everyone has their own path, and mine is just as valuable as anyone else's.

— The very first big project — what was it?

— For me, coming out of university and starting my career, I was doing various things like assisting on fashion shoots and working on small projects. Then, I had the opportunity to shoot fashion films for Vogue Arabia, which was a significant milestone. It was a huge deal for me and something I was really excited about.

Instagram: @jullzbek

— How did it happen?

— Early in my career, I was assisting on various shoots, handling behind-the-scenes work, and getting experience in different aspects of fashion. Then, a photographer I was working with invited me to shoot a fashion film for Vogue Arabia. It was a big deal for me, and I was thrilled. The team was fantastic — great stylists, hair and makeup artists, lighting, and models. That experience really taught me the importance of working well within a team to create something beautiful.

Fashion has always been a passion of mine, so working on that Vogue Arabia shoot was a significant milestone. Another major highlight in my creative journey was landing a digital cover for GQ Magazine. I got to wear this incredible pink Moschino ensemble, which was a huge thrill for me. I also had the opportunity to wear a stunning Valentino Couture dress from the Valentino Pink PP collection — hot pink with feathers, which matched my pink hair. Everything aligned perfectly with my love for fashion.

— You mentioned Zendaya as your fashion icon a couple of years ago. Do you still view her as a major influence in your fashion choices, or has your perspective shifted? Are there any new fashion icons or trends that you are particularly inspired by at the moment?

— Absolutely, Zendaya is incredible — her style is just amazing. Her stylist, Law Roach, is someone I have admired for a long time. He refers to himself as an "Image Architect", which I love because it aligns with how I view fashion as well. I want to create a complete image and embody a character through the clothes I wear, just as he does with his clients.

I also appreciate how Margot Robbie has embraced her roles, especially during press tours. For instance, her dedication to channelling the Barbie spirit with archival fashion this year was fantastic. It is exciting to see celebrities fully commit to such creative concepts.

Zendaya remains a favourite of mine, particularly for her red carpet choices, like the spider web dress she wore for a Spider-Man premiere. Her approach to fashion is always thoughtful and unique.

Recently, I have also been inspired by Ayo Edebiri from The Bear. Her style is effortlessly chic, and I find myself eager to see what she’ll wear next. I really value it when people take their craft seriously and bring a unique vision to their fashion choices.

— Okay. Have you seen Challengers?

— I loved it! I have always been obsessed with tennis, but I felt like tennis films are usually pretty boring. This one, though, was great.

Serena Williams has always been one of my favourites, not just for her incredible skills but also for her fashion sense. I remember when she had pink pastel ends on her hair, and I thought it looked so pretty. I begged my mom to let me dye my hair pink, but she wasn’t having it, saying I’d look weird. But when I turned 19, I finally did it myself. I was like, "I am grown now; I am doing it!"

Jullz Bek in Valentino Couture dress. Instagram: @jullzbek

— I definitely have a Pinterest board. Can you describe what it looks like?

— I would describe my style as a bit edgy, with a lot of inspiration from archival makeup and the work of Pat McGrath. I am also really influenced by what John Galliano is doing with Maison Margiela right now. His recent show, with its doll-like skin and surreal aesthetic, was absolutely stunning. It felt like art to me — like something out of a video game rather than reality. Moments like these are incredibly inspiring, and they help me define the direction I want to take.

— Can you share some projects from your career that you are particularly proud of? Any of them — even if they are smaller or less known!

— I am really proud of a few recent projects. One of my favourites was the GQ Youthquake digital cover. The team was fantastic, and everything — from the hair and makeup to the fashion — came together so naturally. I was a bit nervous going in but seeing the final images made me feel confident and accomplished.

Another highlight was a shoot I did for Valentino. The project was a short story focused on the theme of when you feel most powerful or free. The shoot felt more like hanging out with friends than working, and the collaboration was incredibly enjoyable.

Lastly, working as an ambassador for Mugler last year was also a standout experience. The final assets came together beautifully, and I felt like a perfect match for their vision. The project felt genuine, and I really loved the way it aligned with my personal style and energy.

— What are you working on now?

— Right now, during the quieter summer months in Dubai, I am taking the time for self-reflection. It is an opportunity to assess what I have accomplished so far and plan what comes next. I am excited about starting something of my own. While many people might expect it to be related to hair or makeup, given my background in avant-garde beauty and experimentation, I am not certain if I'll focus on producing products in that realm just yet.

If I do venture into creating products, I want them to be high-quality and sustainable, not just another addition to the market. I am deeply committed to minimising waste and making a positive impact.

Instead, I envision my next project as a fusion of everything I love — culture, fashion, beauty, and food. I have realised that I can’t confine myself to a single niche. Successful people often have a clear niche, but I have found that I don’t fit neatly into one. I am a blend of various interests and passions, and I embrace that. My goal is to draw inspiration from the creativity of animators and other artists, bending the fabric of reality to create my own unique universe.

I am still piecing together the specifics of this next chapter, and the next couple of months will be dedicated to developing this idea further.

— I was wondering if you have ever dreamed about launching your own jewelry or accessories line.

— You know, I am considering several possibilities for my next project, with jewelry and fashion standing out as more realistic options. If I do dive into fashion, I am leaning towards upcycled or sustainable pieces. I am deeply concerned about the impact of overproduction on our planet, and I want any new venture to align with my values of environmental responsibility.

Jewelry is another area I am exploring. Whatever direction I choose, it will be with intention — combining creativity with a commitment to sustainability. I also want to ensure that my work reflects and honours both of the cultures I am part of.

For now, I am still brainstorming and figuring out how to bring these ideas to life in a meaningful way.

Photo: Conél @conelvanzyl

— Sudden question: What is your guilty pleasure?

— One of my guilty pleasures is definitely a nice slice of pizza. I could easily devour an entire box if I let myself! But really, a classic Margherita pizza is my favourite.

Also, this might sound a bit snobbish, but my ultimate indulgence when no one's around is to watch a movie that I know will make me cry. I love getting lost in my emotions and letting myself fully experience the feelings the film evokes. It is something I can’t do in front of others — I might feel emotional, but I tend to hold back tears. So, when I am alone, I relish the chance to just be in my feelings, cry if I need to, and embrace that cathartic experience. It is one of my favourite things to do.

The last film that really had me crying was Past Lives. It hurt in such a beautiful way — it was incredibly moving. And then there is You've Got Mail with Tom Hanks and Meg Ryan. It is not the most emotional film, but it always leaves me with such a warm, happy feeling.

Another tear-jerker I watched recently was Stepmom with Susan Sarandon. She is absolutely amazing — an icon, really. In fact, Susan Sarandon is my WhatsApp profile picture, lol.

— As a person who grew up with anime, could you tell me which one is your favourite?

— Of course, Hayao Miyazaki is definitely one of my top picks — his work is incredible. Satoshi Kon is another director I deeply admire. His storytelling and visual style are just brilliant.

Satoshi Kon is known for films like Paprika and Perfect Blue. These are among my favourite anime, though they are very much for adults — not for kids at all. I remember reading about his work and how he talked about animation’s unique freedom. Unlike live-action, animation doesn’t have the physical limitations of the real world. You can bend time, space, and environment in ways that are impossible in live-action, and you can express emotions more vividly.

Satoshi Kon is definitely a master of this. His work has inspired many filmmakers, including Christopher Nolan. The ability to explore ideas and non-conventional storytelling without physical constraints makes animation a powerful medium. That is why his films are so impactful and innovative.

Oh, yes! Attack on Titan! I started watching it when it first came out about ten years ago and have kept up with it ever since. The world-building and the depth of the story are phenomenal. It is definitely one of my all-time favourite anime.

— Attention, stupid question! But I feel I can ask you: What inspires you? It can be anything: particular people, books, streets, nature. Whatever!

— That is a really great question. I do have some key sources of inspiration and support. Ever since I was a teenager in my old neighbourhood in Dubai, experimenting with crazy hair colours and fashion, I have always had a vivid imagination. My creativity has never really stopped. People in my life have been instrumental in helping me channel that creativity into reality.

My family has been incredibly supportive. My sisters and my mom have always encouraged me. I have rarely heard “no” from them, except when I wanted to dye my hair a bold colour years ago. Back then, my mom and sister were worried about the perception and judgment, especially since it was quite unconventional at the time. But once I took the plunge and dyed my hair orange, it felt like the world started aligning with my vision. My family’s support grew even stronger after that, and they continued to be involved in my shoots and personal projects.

One significant influence is my manager, Jessica. She does so many workshops with me, and we have endless conversations about possibilities for my future. I love discussing ideas with her where the sky’s the limit. My best friends also play a huge role. We often go for drives, sip on karak, and brainstorm ways to grow and evolve. Their support and input are invaluable.

Having a supportive network has been crucial for me, and I am really grateful for all the encouragement and help I have received.

I remember a time when I wanted to try something really out there for a shoot — Liberty spikes. I called the hair team and explained my vision, and they were on board. They came over and spent four hours creating the look. The excitement was palpable; they told me they rarely get to do something like that in Dubai, especially for a festival setting.

It was such a thrill to see their enthusiasm and to have the freedom to go all out with my ideas. I love that I don’t have anyone telling me that something is impossible. For me, it is all about pushing boundaries and making the seemingly unachievable a reality.

— I wanted to ask you about your hair, too! How many times have you dyed it?

— Oh my God, It is impossible to answer, haha.

— Okay, let’s remember the very first time!

— My first major hair experiment was adding some green to my brown hair. I started with just the ends to ease my family into the idea.

However, when I wanted to go all out with a full-colour change, I had to be budget-conscious. As a university student, 200 Dirhams was a lot for me. I opted for a random salon that didn’t even speak English and paid them to bleach my hair. The result was a brassy yellow, far from what I wanted.

When I applied the orange dye at home, it was like a revelation — I felt like I had found my true self. Since then, I haven’t gone back to my natural colour. It is amazing how something as simple as a hair change can feel so transformative.

by Alexandra Mansilla