Ruth Erikan James, popularly known as Veekee James, is an accomplished fashion designer and businesswoman redefining luxury and style in the African fashion industry. Last year, when she designed a masterpiece for South African media icon Bonang Matheba during the Miss South Africa 2024 Grand Finale, the hostess and her fans couldn’t stop gushing over the dress for weeks. The iconic event showcased African culture globally, emphasising cultural representation and inclusivity.
James’ dedication to creativity challenges traditional beauty norms, and her innovative use of technology in design and production is worth exploring. She has mastered combining creativity, strategic thinking, and purpose-driven leadership in creating every bespoke piece.
Beyond her designs, her impact is profound. Her masterclasses have empowered over 100 global fashion creatives, equipping them with insights and skills to excel. Her collections cater to people of all shapes and sizes to foster diversity.
From a young age, Veekee James demonstrated a strong passion for fashion. Her journey began with sketching designs in notebooks and experimenting with fabrics in her small hometown. She pursued formal education in fashion design, honing her craft and developing a distinctive style that blends classic elegance with contemporary flair.
Her designs reflect a deep understanding of cultural diversity and a commitment to creating timeless pieces. Her dream isn’t just to create clothes but to tell stories through every thread and to make people feel confident and authentic in their skin. At a time when the African fashion industry was criticised for its lack of diversity, Veekee emerged as a champion for representation. Her runway shows feature models of all shapes, sizes, ethnicities, and abilities, challenging conventional beauty standards and celebrating individuality.
Veekee James is not just a designer; she’s a mentor and advocate. Through her mentorship programs, she’s nurturing emerging talent and providing opportunities for aspiring designers to showcase their work. She aims to create a more collaborative and supportive fashion community, breaking down barriers and building bridges for future generations.
The Lagos-based designer’s influence extends far beyond borders. Her hard work and story inspire many young African fashion designers and entrepreneurs.
