SEVERINE DEVAILLY'S PASSION FOR FASHION

Severine Devailly is a young French fashion designer who was born on the 15th of April 1985.

At only 18, she was in charge of the women and men accessories production for John Galliano for 2 years in Paris. She learned a lot and decided to try things for herself. She then moved to the United Kingdom to improve her English.

Severine Devailly opened her own company in 2007 at only 22, in Kenya. The employees of her company are paid above the minimal rate and she also offers medical insurance, a big help for people living in Africa. She also helps people in need and raises money for charity

Her designs are “Euro-Afro”, because of the mix between the “shiny kikoi” material, and a lot of spandex and lycra.

Young, creative and talented, Severine speaks French, English, Italian and a little bit of Kiswahili. Her collections are on sale in Kenya Nairobi, Watamu, and also online on the internet.

 

Interview with Severine:

 

G.E: In your earlier years, how did you decide that you eventually wanted to become a designer?

 

SEVERINE: it started when I was called to be a production assistant for John Galliano. I learnt alot and got really interested in the process. People don't really realize how much work and effort there is to prepare a fashion show like the ones John Galliano organizes. After that is when I became really interested in designing and tried to sketch. I practiced and decided to go to learn English because it is a vital language in the fashion world.

 

G.E: What did your friends think when they saw your designs and original creations?

 

SEV: Not being funny but they all loved it! Of course, it does not match all my friends’ styles but they are all so supportive. It is great to have them. Also, some friends did not quite get why I did not stay in  Paris: Why a girl who used to work for John Galliano is coming to Keny? They know me enough to understand that it is a challenge, a privilege and a dream for me to work in Kenya.

 

G.E: After the artistic touches that you added to your everyday life did it then strike you that you wanted to be involved in the world of design and fashion?

 

SEV: As many girls, I have always loved fashion and by living in Paris I couldn't ignore fashion! I have always known that I wanted to work in fashion. When I got employed by John Galliano I was then sure of it but I wanted to create my own company. I wanted to be free to do what I wanted and also help people. It was important for me to be involved in the world of fashion whilst respecting the rules of fair trading.

 

G.E: Who is your inspiration?

 

SEV: My friends inspire me a lot. It is very funny, last year, when I was preparing my collection, I spent a lot of time with my best friend in Kenya, she is a wonderful girl. It is important to me to spend time with my friends and have fun when I prepare my collections. When I organized my latest fashion show, she said to me: "this collection is really me!" Meaning her style really inspired me, which was very encouraging for me.

 

G.E: How do you put your chosen colors together?

 

SEV: It all comes from my mood at a particular time. This collection was all about flashy colours. I obviously had fun at that time! I did not mix many colours together but I have always used a bow in African material to add a funky touch. This collection has a big panel of colours: red, beige, turquoise, blue, black, white, green, yellow etc

 

G.E: When you create something, what goes through your mind?

 

SEV: Many things. First of all, I need to be on my own to concentrate and create, only my dog "nounours" (teddy bear in French) is allowed in the room. It’s all like shopping when I’m in the fitting room thinking “this colour does not go well with that one" or” it will be better if it was tighter". I actually talk whilst creating, in french or English. It helps me bring out my ideas.

 

G.E: Does the preparation of a season's collection take time?

 

SEV: Yes it does because sometimes, a fabulous idea on a sketch doesn’t go well when we stitch it. So, we have to do it all over again. (When  I say "we" I am referring to myself and the dressmakers I have employed). Doing it again is the difficult part, not to mention the permanent stock of material, which is very hard to get in Kenya. Then, releasing it as well takes time: it is a long process.

 

G.E: How do you intend women to feel when wearing your labeled clothing?

 

SEV: I want them to feel good about themselves and be positive. I would like them to think that by buying one of my garments, they have helped  Kenya and the company "Severine Devailly" to expand and employ more people as well, because this is very important to me. Its also not only about fashion, it is about promoting Kenya and the great things that can be done here.

 

G.E: You are known only as a designer for women's clothing; why not men's?

 

SEV: I do not feel comfortable designing for men; it is actually something I do not enjoy, not yet! I will, one day, design for men hopefully.

 

G.E: What do you have to say to the next generation, particularly for those hoping to follow in your footsteps?

 

SEV: They have to believe in themselves; don't wait for everything to happen: make it happen. Keep your good friends who will always support you and help you when you feel down, which can happen often when you are an artist.

 

Designs by Severine devailly
Make up and hair style by Saima Rashid Bargfrede
Photos by Khaliyesa Minishi

 

 

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