Severine Devailly, Kenya’s Fashion Design Star

“I started fashion designing when I got a fabulous job in Paris. I worked for John Galliano for 2 years as an assistant, but I learned a lot about the fashion industry, business, and design. Looking at the designer’s sketches, I was really jealous because I always wanted to draw well. So, I practised and finally got there! The first good sketch I created was a dress. I remember it!  It was purple and was floating in the air. When I think about it, I can really see Galliano’s influence in it. It had lots of different lengths, and had a 60’s style. I have never put that dress together though. I have never been too good at stitching; I am not afraid to say it!”

“My style is very flirty and

young. This collection is very colourful and sexy. It is not only about the style but more about the spirit of the label. My garments are created and produced ethically, which means they have been produced with respect for people, offer reasonable work hours, no child labour, a fair living wage, and other items. This also means encouraging artisans by creating products that have been crafted using artisan skills, which  preserve the perpetuation of tradition. My style is to promote fair trading, in a glamorous and sexy way basically!”

“My target audience is young fashion-conscious girls between 18 and 30! On the other hand, I have many ladies though who contact me and ask for large sizes. I remember especially the best sale of the previous collection, a really nice , large, and colourful cardigan. Everybody wanted it! I ran out of stock really fast and ladies from 18 to 70 wanted it! It is an amazing feeling.”

“My current collection is selling in Kenya, France, and the United Kingdom. I am feeling incredibly blessed as it is only my second serious collection. I am also opening my own shop in Nairobi in few weeks.”

“Magazines and press have shown so much interested in me, it is unbelievable. I have been on numerous TV shows, such as the The Patricia Show, K24, Africa Rising , NTV etc…. I am not only exposed in Africa but also in many blogs, which is also fantastic. Bloggers are writing about me from Germany, France, USA, and even Japan! It is truly amazing.”

“I am selling in France via Globe-Art , in the United Kingdom via Just Catwalk and CafePress, and will sell in Kenya via my own shop soon to be open!”

“I adore Coco Chanel as my Icon, it is a bit predictable I guess! I have short dark hair like her! She pushed her limits and that is why I will always admire her. She was a rebel, she never got married for example, and you can see this liberty in her designs.”

“Within the fashion industry I faced challenges like shipping clothes from Kenya to anywhere else is expensive. I am working on opening an office in Paris to make things easier. Also, stock of material is an issue. It is very difficult to maintain and order the same material on a long period. This obviously makes it very difficult to make and deliver a collection.”

“I plan to take my fashion as far as possible! Opening my own shop in Nairobi is already a big step. I guess my next step is to start working hard on my next collection and show it in a ‘Fashion Week’! That is the challenge so far.”

“I take it step by step, it is important never to rush and be impatient.”

www.severinedevailly.com

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