Ruth Kerubo, known to many as Kerry, is a talented fashion designer specializing in haute couture and women's clothing. With a keen eye for detail and a passion for crafting unique, elegant designs, she continuously pushes the boundaries of creativity in the fashion industry. Currently, she is working on launching her own fashion shop, a venture that will bring her distinctive vision and craftsmanship to a broader audience. Wr had the opportunity for an interview with her, check it out below;
1.Who are you, and how would you describe yourself?
1. I'm Ruth Kerubo, known by most as Kerry, a fashion designer specializing in haute couture and general women's clothing. I have a keen eye for detail and a passion for creating unique, elegant designs. I'm also in the process of opening my own fashion shop to bring my vision to a wider audience.
2.What inspired you to venture into fashion design, and what does fashion mean to you?
2. Fashion has always been more than just clothing to me—it’s a powerful form of self-expression, storytelling, and art. I was inspired to venture into fashion through my mom who's a tailor.Seeing her create lovely pieces got me curious and as a little girl i just had to create some of my own not-so-perfect pieces for my doll.I also tried fashion illustration in my own way and created designs from my imagination.
Also seeing how fashion can transform confidence, mood, and identity fascinates me
To me, fashion is not just about trends; it’s about innovation, craftsmanship, and emotion. It allows me to create pieces that make people feel empowered, unique, and beautiful pieces. I see fashion as a canvas to express individuality and push for creativity.
3.How would you describe your design style, and what makes it unique?
3.My style blends art and structure, creating outfits that feel both bold and refined. I focus on details and fabric texture, bringing a fresh perspective to classic elements. What sets my work apart is how I make sure each piece I craft for a client has a unique unparalleled feature ensuring each piece is more than fashion—it’s an experience.
4.What challenges have you faced as an upcoming fashion designer in Kenya, and how have you overcome them?
4.As an upcoming fashion designer in Kenya, I have faced several challenges, but each one has shaped my journey and strengthened my brand.
1. Building Brand Recognition in a Competitive Market
Haute couture is a niche in the market and establishing my name among established designers is a bit challenging.Nonetheless i believe that focusing on unique, high-quality craftsmanship, leveraging social media marketing, and participating in fashion showcases will help me gain visibility thus growing my brand.
2. Financial Constraints
Starting a small fashion shop requires capital for fabrics, equipment, and marketing. To manage this, I have started with custom orders and small production runs and gradually things will fall into place
3. Sourcing High-Quality Materials
Haute couture demands premium fabrics.I have built relationships with trusted suppliers and explored local sources to maintain quality without excessive costs
4. Building Client Trust & Loyalty
Convincing clients to invest in exclusive, handcrafted pieces sometimes becomes a challenge. I address this by offering exceptional customer service, personalized designs, and showcasing detailed craftsmanship through social media
Each of these challenges has been a learning opportunity, helping me refine my business strategy and vision.
5.Who or what influences your creativity and design process?
5.My creativity is deeply influenced by my teacher and mentor Mary Sasha who's the founder of Sasha Designs Closet and Shalen School of Fashion who has guided me in refining my vision and craftsmanship. Their insights have shaped the way I approach fashion as a whole. Beyond technical skills, she's taught me to push boundaries and infuse meaning into every piece I create.
Exploring different cultural aesthetics,new techniques, textiles, and handcrafting methods is also a constant source of inspiration for me
6.What are your aspirations for your brand, and where do you see yourself in the next five years?
6.In the next five years, I see my brand becoming a recognized name in fashion, known for its innovation, craftsmanship, and artistry. I aspire to open my own fashion house expand into international markets, and possibly showcase at major fashion shows.
I also plan to grow my brand by establishing a strong presence in both physical retail and online platforms.
7.What advice would you give to young designers looking to break into the Kenyan fashion industry?
7.As a young designer myself, I’d say the biggest advice is to stay true to your creative vision while remaining open to learning. Experiment fearlessly, build a strong network, and never stop refining your craft. The fashion industry moves fast, so adaptability and persistence are key. Also, don't underestimate the power of storytelling—your designs should speak beyond just aesthetics!
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