We grabbed some time with Louby McLoughlin to chat OKgrl (the fashion platform you NTK), dream collaborations and advice for aspiring stylists…
Tell us a bit about yourself…
I’m a stylist and and founder of OKgrl an interactive fashion, music and gaming platform.
For those who don’t know already tell us about the concept behind OKgrl
It’s a magical online world filled with fashion, digital games, music launches, and funny shoots.
Last time we chatted OKgrl had just launched and now the second edition is live, what was the inspiration behind OKgrl 2?
Pokemon GO, diversity, gender neutrality, audio/ visual
You have worked with artists Pixie Lott, Shamir, Cultura, Hannah Diamond and LIZ Y2K on OK grl 2, what do you think makes the relationship between fashion and music so strong?
I feel that now we don’t need to separate the two and I’ve always loved pop icons and iconic pop moments. For us it’s about how we can marry the two things fashion and music together and do it differently.
Credit: 3D environment & photography – James Orlando, digital direction DVTK
OKgrl is a truly interactive experience, how important do you think digital is becoming for fashion?
I would say digital its becoming more important every day.
What is your favourite part of OKgrl 2?
The Nicopanda store. It includes a hidden music video with an exclusive track, a 360, we made princess Gollum into an avatar who break dances. Nicola Fornichetti signed it all off himself, and supported us which meant a lot.
What has been your career highlight to date?
Launching my own brand, doing a pop cover, having a shoe named after me.
If you could collaborate with anyone who would it be?
Credit: Fashion Film directed by Reed and Rader
What advice do you have for stylists wanting to break into the industry?
Work hard and keep at it, also develop your own style.
Describe your personal style in 3 words…
At the moment it’s a bit Bunny MacDougal from Sex and The City
What item/s of clothing can you not live without?
My new pug headband Piers Atkinson gave me.
Where do you find fashion inspiration?
Google search, Instagram , old magazines etc
What are the three pieces everyone should have in their wardrobe?
Whatever you love!
If you could style anyone who would it be?
If you could steal anyone’s wardrobe whose would it be?
Credit: Photographer – Charlotte Rutherford, 3D backgrounds – James Orlando, digital direction – Hello Velocity
What decade inspires you most in terms of style?
Probably 00s / 70s
What are you listening to at the moment?
The 1975, Drake, Nightcore, SOPHIE, Liz y2k
Who are you currently stalking on Instagram?
Haha nobody really.
What’s on the agenda for 2017?
Work work work work work
When can we expect Okgrl 3?
Wanna know more? Follow Louby on Insta @loubymc