An interview with Louby McLoughlin

We grabbed some time with Louby McLoughlin to chat OKgrl (the fashion platform you NTK), dream collaborations and advice for aspiring stylists…

louby mcloughlin missguided interview

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.

missguided interview louby mcloughlin

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?

Jeremy Scott

louby mcloughlin

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?

Katy Perry

If you could steal anyone’s wardrobe whose would it be?

Paris Hilton’s

louby mcloughlin interview

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