Bárbara Ruiz, the Argentine stylist chosen by Antonela Roccuzzo

There are those who talk about fashion and those who breathe it with every step. Bárbara Ruiz (32) arrives at the Four Seasons in Buenos Aires for the interview and makes it clear in every detail: a white Alaïa bodysuit, Zara jeans – because luxury also knows how to relax –, a Lacoste blazer, Chanel shoes and a Yves Saint Laurent bag that needs no introduction. Her style doesn't seek to attract attention: it attracts it.

So far in 2025, Barbie—as everyone calls her—has already toured Paris, Milan, Mexico City, Miami, and Buenos Aires. She is a stylist, entrepreneur, and, above all, a silent architect of luxury. She has also become Antonela Roccuzzo's choice for several of her looks. "Today, luxury isn't about showing off, it's about knowing how to choose," she will say as the conversation progresses and it becomes clear that behind every garment lies strategy, sensitivity, and a vision that transcends borders.

–What was your childhood like, and when did that connection with aesthetics and fashion emerge?

I'm from Ranelagh, in the southern part of the country. My childhood was beautiful, very family-oriented, with my parents, my two sisters, and my grandmother Elda, who lived with us and was my great style inspiration. She was super fashionable: she combined red with leopard print, always wearing makeup, and wearing curlers and hairstyles, even at home. She also sewed, so whenever I told her I liked a dress, she would make it for me. She had a special aesthetic sensitivity; she loved jewelry, earrings, and rings. I think that's where my curiosity for fashion began, from a very young age. I later studied Interior Design, but I still had some unfinished business because I fell in love and moved to France.

–How was that decision to go to Paris?

–I left for love. I met Thomas, my French boyfriend, in Argentina 12 years ago. At first, it was a long-distance relationship, until he convinced me to go on a Working Holiday visa. It was hard to decide because I was happy in Argentina: I'd been modeling since I was a kid, I was studying, I was very independent. But I took the plunge. I was 21, I didn't speak a word of French, and I thought, "If I don't like it, at least I'll come back with a new language." It was an experience that couldn't go wrong.

–How was your arrival in Paris?

Within a few days, I already wanted a job. My boyfriend and I printed 100 resumes and went out to distribute them to all the stores on the Champs-Élysées. I didn't speak French, but I did speak English and Spanish, and I was eager. For me, working was the best way to learn the language and build my own circle. I got calls from several brands and started at Bimba & Lola, where the salespeople spoke Spanish and helped me a lot. After three months, I was already fluent in French and moved to Ted Baker, where I had a French manager who helped me further strengthen my language skills.

–When did you make the leap into the world of luxury?

One day my manager told me, "Are you ready for the world of luxury?" I'd never even considered it; brands like Chanel or Louis Vuitton scared me. But an opportunity came up at Gucci, and I took the plunge. The manager was Argentinian; we connected immediately, and he taught me everything. I started selling handbags, but when my visa expired, I had to return to Argentina to complete the paperwork. When I returned, I was offered a position at the store on Rue Saint-Honoré, one of the largest flagship stores in Europe. That's where it all began: it was 2016, the height of Gucci's boom with Alessandro Michele, the store was exploding, and customers wanted everything. Within two months, I was already the best shoe salesperson. Little by little, I started to play with styling and ended up in the clothing sector.

–Is that where your contact with celebrities began?

–Exactly, it was incredible. There were only a few of us who managed certain client profiles. I worked with Elton John, Chiara Ferragni, Fedez, Gigi Hadid, Kendall Jenner... I felt very comfortable working with celebrities, and that's when I realized that was what I wanted to do. I remember helping Kendall pick out things for her mom and Kylie. It was a very intense time.

–What led you to leave Gucci and what was the move to Chanel like?

After a year and a half, I suffered burnout. I'm a very hard worker and always gave more: if I had to work seven hours, I'd stay 12. When I had a family problem and asked for time off, they denied me because it was Fashion Week. So I quit. I returned to Argentina and, shortly after, Chanel contacted me. It was a totally different experience, much more organized, with daily meetings, styling sessions, and a different philosophy. Plus, seeing Karl Lagerfeld arrive every morning at the store on 31 Rue Cambon with his chauffeur was a spectacle in itself. Chanel was my place of healing and growth.

–Why did you leave Chanel and how did the idea of ​​starting your own business come about?

When I was at Chanel, my boyfriend and I decided to take a sabbatical. It was hard to leave because it's a very difficult position to break into, and everything had happened so quickly, but I wanted to travel, to experience it. We spent almost a month in each Southeast Asian country, enjoying ourselves, getting to know their cultures—I had several Asian clients and wanted to understand their world better. That trip opened our minds. When I returned to Paris, I was getting calls from all over: Chanel, Chloé... but I felt it was time to do something of my own. French women always told me my bikinis were different, so I launched into creating an eco-responsible brand. I put together the project, trained at the French Chamber of Commerce, had everything ready... and then the pandemic hit.

–How did you become a stylist?

–I didn't expect it. I always stayed in touch with my clients; many became friends. One of them suggested I work formally as her stylist. It started as a hobby, but word of mouth took its toll. They recommended me, I gained more clients, and, without planning it, I found myself dedicating myself to what is now my career: stylist and personal shopper.

–How did your relationship with Antonela Roccuzzo come about?

–It was through mutual friends who recommended me when she was living in Paris. She wrote to me, and we connected instantly. Anto is wonderful, super down-to-earth, family-oriented, and very approachable. We started working together before the World Cup, and it was one of the most wonderful professional experiences I've had.

–What did it mean to you to work with someone so globally exposed?

–A huge responsibility. Anto is the first lady of football and a symbol of Argentina around the world. The first thing we did together was the look for The Best FIFA Awards in Paris. We worked with Dolce & Gabbana and chose an impeccable black dress, but the star of the show was a red rose-shaped bag, a unique handcrafted piece. We also decided to add red lips to the look, and that detail exploded on social media. Until that moment, no one knew we were working together, so it was a source of pride to see her shine, so confident and elegant, with her Tiffany jewelry while accompanying Messi. It's a memory I'll always hold with me.

–Today, Antonela is a fashion icon. How do you see this evolution?

Anto is a great example of elegance. She could do much more if she wanted, but she prioritizes her family and chooses each project carefully. Little by little, she began collaborating with brands like Adidas and Tiffany, and last year she graced a Harper's Bazaar cover. She's an international celebrity; brands are dying to work with her.

–What kind of clients do you have?

I work with a wide variety of women, from members of monarchies to lawyers, financiers, and bank directors. I can put together a look for an important event or help organize their everyday wardrobe. It's a super rewarding job, and it also gives me the opportunity to travel around the world.

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