KATHIA A. SÁNCHEZ RUIZ: GENERATING DISCOURSE THROUGH CHUWI'S STYLING

Behind some of the most memorable looks on one of the biggest tours in the world is Kathia A. Sánchez Ruiz, a stylist whose work is rooted in creativity, community, and a deep commitment to emerging fashion talent. As the longtime stylist for Puerto Rican band Chuwi, Kathia has spent the last four years helping shape the group’s visual identity, connecting independent artists with emerging designers and brands from around the globe. What began through her work reselling vintage clothing and a chance connection with Chuwi’s lead singer, Lorén, has evolved into a creative partnership that has taken her from local collaborations to international stages.

Today, Kathia is living a career moment that once seemed unimaginable. In less than two years, she has worked on three major tours, including Chuwi’s participation in Bad Bunny’s historic Debí Tirar Más Fotos era. Through her styling, she has transformed fashion into a platform for visibility, sustainability, and cultural exchange, dressing the band in pieces created by local designers in every city they visit. Her work demonstrates how fashion can be both artistic and political, amplifying independent voices while creating meaningful connections between music, identity, and contemporary global culture.

Álvaro Ramos: First of all, I'd like you to introduce yourself to an audience that might not know you. Who is Kathia A. Sánchez Ruiz in 2026?

Kathia Sánchez: I'm Chuwi's stylist, and I've been working with them for four years (since their beginnings). I focus on working with emerging brands and designers. Before becoming their stylist, I resold vintage clothing, and that's how I met Lorén. She would buy pieces from my store, and little by little, we started working together, and then with the rest of the Chuwi team as well.

AR: How has your career evolved? Is it hard to believe you're part of one of the most important tours in recent times?

KS: I'm currently on my third tour in less than two years, which is a bit crazy, but thanks to it, I've had excellent opportunities to collaborate with brands from all over the world. I feel very fortunate to have that opportunity. I'm incredibly grateful that Chuwi has been part of this amazing DTMF tour, as I've been able to collaborate with other creative people whose artistry adds to the overall look, like our MUA @beautybyjosh, who has taught me so much about how her profession and mine go hand in hand. I feel that these kinds of wonderful relationships, which contribute to my career, are what has left me most speechless about the DTMF tour. I find it hard to believe that I've made these connections so quickly and genuinely.

AR: Speaking specifically about the group that has seen you grow exponentially lately, what's your relationship like with the members of Chuwi? What's it like dressing the opening act for the King of Pop? How do you empower Loren when she comes on to sing "La Weltita"?

KS: My relationship with the members of Chuwi and its management (which is just Charly) is incredibly kind and genuine. Over time, we've grown to interact and talk like family; it's all a very beautiful and real dynamic. Dressing them, as I mentioned before, arose from a very organic interaction. Chuwi is an independent band, so starting to dress them through collaborations with brands was the initial and most realistic idea we had. It's really nice to see it from the perspective that Benito is giving Chuwi an excellent opportunity by bringing them on stage with him, and then we as Chuwi are also giving emerging brands an excellent opportunity for visibility. It's like a full circle moment. Taking a beautiful moment for them and also turning it into a beautiful moment for other people is how I've managed to empower the band Chuwi during the tour.

AR: For you, as a stylist, how is the residency in Puerto Rico different from traveling country by country?

KS: When we started Benito's residency at the Choliseo in Puerto Rico, where Chuwi only performed during their song with BB Weltita, we only had 15 outfits for the band. After the first show, we had such a good reception to the looks that we expanded to 30 looks in total. All made by Puerto Rican designers and brands, which is what made that moment so special for us.

Just like during the residency, we're wearing local brands from each country we visit on this tour. For example, we've worked with Eteme here in Barcelona, ​​Behel in Lisbon, and Eme Studios in Madrid. It's wonderful to see how, both in Puerto Rico and around the world as we travel, brands receive a very positive impact when Chuwi is on stage representing them.

I think the only real difference is that I don't have the beaches of Puerto Rico while traveling the world, because everything else feels just as beautiful.

AR: What was it like growing up in Puerto Rico in terms of fashion? How do you think it has influenced your work?

KS: The truth is, I left Puerto Rico very early. When I was about 12, my family had to leave the island to seek a better future in the US, like many Puerto Ricans and people around the world. My family moved around a lot during my childhood, and we didn't have many resources, so I think those two factors made me a creative person, and that creativity is what influences my fashion style and how I wear, buy, and style clothes.

AR: How does it feel to be the biggest exponent of emerging talent in such a huge show, with Bad Bunny only able to wear his own brand deals? What's it like working with local brands from the countries you're visiting?

KS: It feels wonderful, as I mentioned before, to be able to help emerging designers and put them on one of the biggest stages in the world. It's super exciting to see how fans who attend each concert sometimes recognize local brands and tag or mention them in their stories or social media. It's crazy how you can see in real time the beautiful impact that what we do with Chuwi's outfits has.

AR: Do you feel like you're an important part of promoting contemporary global culture by doing this work?

KS: Well, I hadn't even thought about this until I saw this question. It does feel really nice to see how little by little, buying small, local, or sustainable is becoming a trend. It's always been a great passion of mine to be able to dress and promote the real change that the fashion industry would have if we shift our purchasing habits towards a more sustainable direction for the planet.

AR: I've heard you talk about politics and its importance in fashion, but your work on the tour is also political to a certain extent, right?

KS: All art is political. I understand that there's no way to create or visualize any kind of art—whether singing, dancing, or styling—without it being some kind of statement or form of resistance. So, even if it's not always direct, what I do as art is political.

AR: What advice would you give to emerging designers who want to start dressing artists? What characteristics of the clothing are necessary for both the artist and you to agree to the proposal?

KS: For me, it's important that every idea be genuine and made with love. I think that when designing a piece for an artist or musician, it's important that the piece connects with the project, so designing from a place of love and care is the best advice I can give, as someone who doesn't design but only curates pieces.

Beyond that, it's important to consider the type of fabrics used, since performing on stage usually requires a lot of movement, which generates heat. Therefore, the fabric of the pieces plays a significant role in their selection.

AR: Finally, how would you dress a celebrity client who wants to be present at the little house? What's the most important thing, in terms of fashion, for you when enjoying a concert from such a special location?

KS: Haha, this question is really interesting. As someone who attends concerts, I always focus on being comfortable and feeling good at any event. I think that would be my advice for someone interested in going into the little house: dress comfortably and confidently, attend the concert with people you love, and have a good time. Whether you end up in the little house or not, you're not going to have a good time.

Questions by @alraco43