MEET RUAA ELMANSURI

An interview with Ruaa Elmansuri: the London–North African label crafting garments as visual stories.

In a fashion world obsessed with speed, Ruaa Elmansuri offers something slower and deeper. Drawing from Amazigh and Libyan heritage and honed at Central Saint Martins and London College of Fashion, her namesake brand blends cultural storytelling with modern silhouettes.

With a growing focus on sourcing from the North African region and collaborating with local artisans, the label is building a new kind of luxury - one grounded in place, memory, and meaning.

We caught up with Ruaa to talk about identity, design as narrative, and the quiet power of staying intentional.

Q&A

You trained at Central Saint Martins and London College of Fashion, both spaces known for shaping some of fashion’s most original voices. Did you always see yourself launching your own label—or did that vision arrive later?

Yes, that was always a goal of mine, And my time at Central Saint Martins and London College of Fashion definitely helped to achieve that goal.

The creative environment, critical dialogue, and experimental approaches really allowed me to explore what I wanted to say through fashion, and solidify who I am as a designer and as an artist.

I began to understand my ideas, my references, my design language, and feeling fulfilled the most when building an entire world around a concept or emotion. I was especially excited with the completion stage of a project, realising it in the real world and not just as a sketched idea, which is why I was also eager to do internships whenever I could during my studies, made me feel part of the industry.

And so after graduating, starting my own label felt like the next step to have the freedom to bring my vision to life.

Your brand merges North African (particularly Amazigh) heritage with contemporary London fashion. What personal or cultural influences first inspired this fusion?

The fusion came very naturally, it’s a reflection of who I am. I grew up deeply intrigued by my Amazigh heritage, always wanting to learn more about the language, the crafts, and stories.  And when I started living in London I was exposed to a creative and diverse fashion scene that celebrates an individual sense of style.

Eventually when I started my fashion education in London, and was discovering my design aesthetic and focusing on art, pop culture, politics, and history, many of the university projects also gave me the push to look into craft, technique, and heritage, and so those projects inspired me to continue my learning journey within the Amazigh context. And I slowly gained the confidence to let that part of me spill into my design work and perspective.

I wanted to create a visual language that allowed this fusion to exist.

If someone had never seen your work, how would you describe the Ruaa Elmansuri brand—not just in style, but in feeling?

Ruaa Elmansuri is a conceptual, dreamy brand, built on storytelling. Evoking a sense of ethereal elegance, seamlessly blending North African heritage with a contemporary fashion sensation..

There’s a sense of softness meeting structure, of ancient motifs living within a modern form. The pieces are designed to feel like artefacts from a personal myth, something curious, imaginative and quietly powerful. Pieces like the Hooded Corseted Gown exemplify this approach, combining traditional elements with modern aesthetics to produce a timeless appeal.

It’s made for people who look for unique, meaningful pieces that stand out and are easy to style, confidently expressing their individuality and carrying history forward with purpose and style.

Sustainability is clearly at the core of your brand. What challenges and creative opportunities arise when designing around these sustainable methods?

Sustainability is definitely a core value for the brand, and it influences everything the brand does, from sourcing deadstock materials, and producing in limited quantities, to opting for recyclable packaging. One of the biggest challenges is balancing resource limitations with the desire to create something visually pleasing and emotionally captivating, which means we have to be extra thoughtful and creative in how we design each piece. Sometimes, that allows you to rethink traditional approaches and come up with unique solutions.

Your designs have caught the attention of major press outlets and public figures. Do you view press attention and celebrity wearers as a validation of the work—or simply a platform to keep telling your story?

It’s really special to see the brand gaining recognition in press and through public figures, It helps me to reach people who might see themselves in the designs or learn something new through the brand. It feels like the stories I’m telling are being heard and celebrated. It’s really motivating and keeps me inspired to keep pushing the narrative forward. 

The validation comes more from staying true to the brand’s voice and watching it resonate with people. So, while the exposure is valuable, it’s ultimately a tool to keep building a world rooted in my identity and vision.

To emerging designers aiming to blend tradition with sustainability, what advice would you share?

My advice is to do your research, stay connected to the stories you value and go out there and experience the techniques and materials in person,

Embrace the constraints that tradition and sustainability can bring, and see them as opportunities to innovate rather than limitations.

Also to be patient, as building something as meaningful as your own brand takes time, and learning and evolving, whilst staying true to your vision,  is what will set you apart.

Finally, what's next for Ruaa Elmansuri?

To keep telling stories that inspire and connect with people globally, exploring new ways to celebrate and reinterpret North African heritage, collaborating with creatives from the region, and spotlighting underrepresented narratives.

I’m currently working on a new collection to be unveiled during September’s London fashion week, which I’m very excited about, which will continue to explore identity, memory, and craft in a more refined way so definitely keep an eye out for a new Ruaa Elmansuri collection!

To celebrate Ruaa Elmansuri joining FASSION, we're offering 15% discount on all Ruaa Elmansuri Products for the next week with the code Ruaa15.