Diving into the World of Vibrant Creativity with Becky Smouha

Becky Smouha is a trailblazer in the world of fashion, creativity, and innovation. With a background rooted in a family legacy of design and a forward-thinking approach that blends storytelling, sustainability, and technology, Becky has carved a unique path. In this interview, she shares her journey, her passion for vibrant colors, and the vision that drives her work.  From her groundbreaking use of AI in fashion to the way she crafts emotional connections between brands and their audiences, Becky offers an inspiring look into her creative process and the impact she strives to make. Dive in and discover the world of one of the most innovative voices in fashion today.  

Tell us about your creative process how do you combine fashion, colors, and storytelling to emotionally connect people with the brands you work with?

For me, it all starts with the story. I think about how I want someone to feel when they experience a brand what emotion should linger after they’ve walked away? Fashion and colors are tools I use to tell that story, but the real magic happens when the visuals connect with something deeper. I think about the textures, tones, and narratives that evoke memories or create a spark of familiarity. It’s a little chaotic at times, but the messiness is where the breakthroughs happen. I often remind myself that creating something emotional doesn’t have to be perfect it just has to be honest.

You grew up in a family deeply involved in the fashion industry. How has your background influenced your career choices and the way you perceive creativity?

Growing up surrounded by fabric rolls, design sketches, and conversations about the fashion trade gave me a deep appreciation for the craft. My grandfather, mum, and dad all had different roles in the industry, so I saw firsthand how each piece of the puzzle fit together. It shaped the way I view creativity not just as an artistic pursuit but as something tangible, collaborative, and tied to history. That mix of heritage and innovation is at the core of everything I do. It’s about honoring where I came from while exploring what’s next.

You incorporate artificial intelligence into your work. How do these tools impact your creative process, and do you see them as partners in creativity or simply as tools?

AI feels like both a partner and a tool. It opens up new ways to experiment and push boundaries that weren’t possible before. For example, I use AI to visualize concepts or generate moodboards that spark new ideas. But it’s still the human touch the intuition, the storytelling that brings it all together. AI is a catalyst, not a replacement, and I love exploring how it can enhance my process rather than take over.

How do you see your influence on the clients you work with, particularly in their professional and design-related decision-making? 

Are there moments where you felt you guided a brand or project toward a significant transformation thanks to your creative approach?Honestly, one of the best parts of what I do is seeing a client light up when they realize what’s possible. I try to meet them where they are sometimes they’re hesitant to step outside their comfort zone, and other times they’re itching for a complete overhaul. One project that stands out was with a client who thought they needed to play it safe. By digging into their story and pushing them to be bolder, we completely transformed their brand into something vibrant and true to them. Watching that shift seeing them own their identity was a proud moment for both of us.

You write about the world of fashion and trends in a way that is both professional and inspiring. How does your writing integrate with your passion for creativity? What do you hope readers take away from your content?

Writing has always been a passion of mine. It’s where I started, and it’s still a big part of how I process ideas and share them with others. For me, writing is about distilling complex concepts into something relatable and actionable. Whether I’m talking about trends, design, or creative processes, I want readers to feel inspired but also equipped to try something new themselves. It’s about sparking curiosity and showing that creativity isn’t reserved for a select few it’s something we can all tap into.

Colores are a prominent element in your work. Which colors feel closest to your personality, and how do you choose color palettes for different projects?

I’m drawn to warm, earthy tones like terracotta, rust, and golden yellows colors that feel grounded yet vibrant. They remind me of home and have a timeless quality that I love. When choosing palettes for projects, it always starts with the story the brand wants to tell. Colors carry so much meaning, and I like to explore what resonates with the brand’s identity and the emotions they want to evoke. It’s a mix of instinct and intenti

You’ve worked on projects that merge fashion, technology, and sustainability. How do you integrate values of sustainability into your creativity, and what challenges do you see in this area?

Sustainability is such an important lens for creativity. For me, it’s about finding ways to create without waste, whether that’s through digital processes, thoughtful material choices, or reimagining how we design. The challenge is balancing innovation with practicality ensuring the solutions are both beautiful and achievable. There’s still a long way to go in making sustainability the default rather than the exception, but I’m hopeful. Every small step counts, and I believe creativity has a big role to play in shifting mindsets

If you had to define the legacy you want to leave in the world of fashion and creativity, how would you describe it?

I’d like to be remembered as someone who helped others see the world and themselves a little differently. Whether it’s through a brand story, a design, or a conversation, I hope my work inspires people to embrace creativity as a way to connect, evolve, and make meaningful changes. Legacy, to me, is less about what you achieve and more about the impact you have on others. If I can leave a ripple of inspiration and innovation behind, that’s enough.

https://linktr.ee/becsmouha
www.beckysmouha.com
linkedin.com/in/bec-smouha