At just 25, Edith Otieno is making her mark in fashion and lifestyle.
Tall, striking, and brimming with creativity, the Homa Bay–born digital creator has built a name as an influencer, boutique owner, events organiser, and the driving force behind Urban Groom TV.
My greatest inspiration has always been my mother and my father. After graduating with a degree in business management, specialising in human resources, from Kiriri University, I began my career as an HR officer in a health clinic.
Six months in, I realised I wasn’t suited for a routine office job and longed for something more dynamic and creative.
With my mother’s encouragement, I took a leap into fashion.
My sister and I had started a small thrifting business, which I began showcasing online to overwhelming response.
That success inspired me to launch my own boutique, Mara, sourcing clothes and accessories from China.
I’m preparing to open a physical store while also growing as a fashion and lifestyle influencer, collaborating with brands that align with my style and vision.
Edith Otieno, an entrepreneur and digital creator during the interview at her home in Ruaka on July 10, 2025.
Photo credit: Lucy Wanjiru | Nation Media Group
Society has not fully embraced content creation as a legitimate full-time career. Shooting in public spaces often draws curious stares, an experience far removed from what I encounter abroad, where strangers readily offer to take a picture if they see me struggling alone.
My style is elegant, chic, classic, and bold—a reflection of the brand I set out to build early on.
Inspired by my mum, who introduced me to makeup in high school, I learned to highlight my bold features while keeping my look modest yet feminine.
Over time, my style has evolved into a timeless, classic aesthetic that goes beyond fleeting trends.
Yes, I do. Fashion is a mirror of my personality a bold statement of who I am. I channel my vibrant spirit through the colours and patterns I choose; each look a deliberate expression of confidence and individuality. Dressing boldly does not just reflect my style; it elevates my presence and strengthens the assurance with which I carry myself.
I love monochrome looks. The advice I give women who are seeking to elevate their style to invest in monochrome looks.
They offer an elegant and classic feel. This also applies to the make-up you choose a soft glam look that is subtle is always a win.
I alternate between wigs and braids. Wigs give me a more mature look as compared to braids. Wigs are also a way of giving the hair sometime to relax after braiding consecutively.
Mondays are usually my resting days after having very busy weeks and weekends. Tuesday to Thursdays I focus on business meetings and also to curating fashion content for my brand and other fashion brands who send me products to review.
Weekends are dedicated to going for events and shooting lifestyle content. We mostly use phones to record the content but once in a while we use professional cameras. The aim is to keep the videos as authentic as possible.
Yes I do. I have worked with Akinyi Stacey and Shelmie Muliro to create Fashion and lifestyle content.
My business partner, Lord Errors, approached me with a pitch on how we could collaborate. Together, we identified a gap in Kenya’s fashion media scene, inspired by global platforms like E! News.
We have since partnered with sponsors, including a beverage brand and an online media platform, which has given us access to exclusive events where we document and interview key figures in the industry.
Where do you see your personal brand in the next five years and what advise do you have for young African female creatives?
I envision expanding my boutique into three branches across the country, while Urban Groom TV grows into a leading fashion media house in East Africa and beyond.
I also hope to have grown personally, collaborated with international lifestyle brands, and started my own family. Above all, I want African female creatives to believe in themselves, embrace their talents, and express their individuality freely through style and fashion.
