Style by Ruby is an African inspired fashion house which deals with African prints and fabric to help clients reach their dreams of having African themed functions. While most of our outfits are functional, we also made simple outfits that can be worn in lazy weekends.

What inspired your fashion journey?

Ruby Okidi : I would have to admit that I have always been a fashionable personality. Dressing up is one of the ways I express myself. It was just one of those days that I was doing what I love best, I designed an outfit and posted on Social media, and that created a demand for it. My sister had earlier suggested that I take the fashion thing seriously. So due to demand, I made the outfit to those who wanted on order, hence their deposit was my start up.

Tell us about the aims and targets of your brand Style by Rubi

Ruby Okidi : At Style by Ruby we intend to meet all the needs of our clients by giving them more than their expectation. We aren’t perfect but we strive to deliver the best at all times. We don’t blindly make outfits; we advise clients on what suits their bodies. At time we play stylist and image consultants.

What was your first ever fashion creation, what inspired it? Did you like it?

Ruby Okidi : My first ever creation was a sky blue dress with hot pink details. It was a sexy strapless dress with a high front slit. I wouldn’t say it was inspired by anything other than my love for African prints and my personality, sexy. I totally loved the outcome, so did the public, it made me start a fashion line.

What challenges do you face as designer from Africa?

Ruby Okidi : African designers have so many challenges but I believe Mtumba is a huge challenge. Imported second hand clothes are way cheaper than designer wear hence most people opt for them, unless they have functions and need something specific to be sewn. Mtumba is limiting that you only choose what you get. Another challenge is getting capital Very few get collateral to start businesses.

What does fashion mean to you?

Ruby Okidi : Fashion for me is an expression of oneself. It’s not a joke when I say there is someone who wears red pajamas when she is moody, and why black is a safe color for a first date. If you are keen, they are influenced by moods, the weather, and the event among others. Fashion is a lifestyle.

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How would you describe your personal style?

Ruby Okidi : My personal style is sexy African. It hugs me or higher than my knees. Africans are voluptuous hence we try making them proud of who they are.

What’s your Unforgettable experience as a designer?

Ruby Okidi : As a designer we are on a roller coaster hence it’s difficult to keep tabs on the most memorable events. Something is always happening.  A fashion show, a training, interesting or difficult clientele etc. I would say Vijana na Equity search for Kenya’s Top Designer was the it. I was in Top 40 and got massive votes. It made me go viral on Social Media.

Who do you consider the important face of the fashion industry in Kenya?

Ruby Okidi : It’s difficult to name who is the most important player in Kenyan fashion, I mean everyone in the industry plays a huge role. The models, agencies, designers, tailors, bloggers etc. I would say what the most important face is however, the media it is. Facebook, Instagram, TV, Magazines, that’s where the platform is for all players.

Do you think Kenyan fashion designers support each other?

Ruby Okidi : Well, I don’t think fashion designers in Kenya are that United considering they are in competition. Everyone wants to be in the limelight hence no genuine support for each other.

What’s your take about fashion growth in Africa?

Ruby Okidi : I am definitely excited because its seems like fashion in Africa is being embraced tremendously. I bump into people wearing my designs and it makes me happy. Mtumba is still a challenge though.

What role do you think social media plays in fashion today?

Ruby Okidi : Social Media is a huge player in fashion growth. Not everyone will attend a fashion show, watch TV or read a magazine, but most adults, and kids, have phones and are on Social media.

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Where do you see yourself in the next 6 years from now?

Ruby Okidi : 6 years from now, if I won’t be exporting to several countries and a household name, I’d rather quit.

Who would you like to work with or collaborate in fashion industry?

Ruby Okidi : I would also love to create some partnerships, which I’d rather keep a secret for now. Good girls don’t tell.

The designs you created are no doubt good enough, but who and which things were your inspiration while creating such designs?

Ruby Okidi : My designs are inspired by African beauty, culture and just Africa. I use Ankara prints, wax, linen, beads etc.

If you were to compare Kenya and other African countries in terms of fashion do you think we are doing great?

Ruby Okidi : Kenya versus other countries, quite difficult to compare but what’s important is our tremendous growth. We have grown, so much. Kenyans take fashion seriously. It’s not a rich man’s thing anymore, everyone is dressing up.

Where can we get your designs?

Ruby Okidi : To get my outfits call 0728318667

Do you have any advice for upcoming designer in Kenya and Africa?

Ruby Okidi : My advice to designers is simple. Patience pays. This is not the industry where you get instant gratification. Take your time.

Content Courtesy Of Style by Ruby & Nairobi Fashion Hub