My Life In Fashion: Olivier Rousteing

The first celebrity to wear one of my pieces was Rihanna. That was in 2012, and shortly afterwards Kim Kardashian wore one of my dresses from my very first collection at Cannes. Seeing your work on the red carpet is surreal – it’s when you realise your vision is part of a cultural conversation.

Becoming creative director in my mid-20s was a crash course. You don’t learn how to be a creative director at school – you only learn by doing. I remember wanting my first show to be perfect, with no broken heels and no mistakes. By the second show I started to understand what the job really meant: you face criticism, you accept that some people will love what you do and some won’t, and you learn to grow a thicker skin.

My Johnnie Walker partnership came straight from the heart. My dad and grandfather used to drink Johnnie Walker at big family occasions, so the smell and the ritual have always been familiar to me. Two and a half years ago I visited Scotland to meet the team, and I realised that blending whisky is its own form of artistry.

Heritage is only relevant if you make it modern. In my work, I always ask myself what I can take from the past that still feels avant garde today. With Johnnie Walker for example, I was fascinated by the square bottle, which was a radical change when it launched in the 1860s. I wanted to reimagine that heritage in a contemporary way, which is why I created a decanter with a crystal stopper that emphasises its bold, modern shape.

My personal style is fearless. I’d call it audacious, progressive and confident. It’s about taking risks and being unapologetic, which I hope comes through in everything I create.

My journey has taught me the importance of diversity. I was adopted by white parents but my biological roots are African – my father was Egyptian and my mother Somalian – so I grew up with culture at the centre of my identity. I’ve always fought to be represented and loved for who I am, which is why diversity and inclusivity are so important in my work. I don’t want anyone rejected for their background or their skin tone – fashion should open doors, not close them.

Social media has transformed the way we connect. I've witnessed it help the brands I've worked with build communities, share authentic messages and reach a younger, more approachable audience. More than anything, it embraces the rules of a new generation – one that doesn’t want to feel rejected, but part of something.

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