Sam Woolf On Doechii And Building Personal Style

Forbes

09-05-2025

Sam Woolf is the kind of stylist who doesn't just dress his clients — he builds worlds around them. Nowhere is that more evident than in his ongoing creative partnership with genre-defying artist Doechii. Together, the duo has delivered some of the most talked-about fashion moments in recent memory, from her unforgettable Tiny Desk Concert wardrobe to the carefully curated looks of Paris Fashion Week, where she was hailed as 'Best Dressed' (looks included a sculptural Schiaparelli dress and a Tom Ford moment).
Just days after the 2025 'Black Dandyism' themed Met Gala , the fashion world is still dissecting and screenshotting every detail of the red carpet. And one look that sparked immediate conversation? Doechii's custom Louis Vuitton ensemble, designed by Pharrell and styled by Woolf.
But none of this happened overnight. Woolf, an Australian-born stylist who moved to the U.S. over a decade ago, has quietly built a reputation for merging intention with imagination. He started out assisting major stylists (including Law Roach, who named Doechii as his latest celebrity inspiration, and shouted out to Woolf).
Woolf's approach isn't about chasing trends: it's about crafting identities.
When working with the Swamp Princess, the two speak in creative shorthand, referencing everything from Motown to prep.
'Storytelling for us is always about authenticity," the Los Angeles-based stylist shares with me over the phone. "It's about staying true to yourself and committing to the moment — whether that's a fashion show, the Met Gala, or an album rollout. For Doechii, we've been leaning into the idea of her being a 'student of hip-hop.' Our process always starts with the question: what are we trying to say?" Woolf continues. 'From there, we build different worlds within that... it can be masculine with her, it can be feminine. It can be sporty. It can be office wear. It can be preppy. It can be this Motown take on things... but they all fit in that world.'
Every look tells a story, no matter the stage.
Woolf's process is meticulous. He considers cut, silhouette, emotional resonance, and confidence: how a neckline flatters a frame, where a slip falls on the body, and what a person wants to amplify or downplay. The goal is to ensure that his clients wear the clothes, not the other way around. "You give the clothes life. You create the character. You don't let the clothes drown you," he says.
'Start with one or two pieces you love, and don't be afraid to wear them in different ways. Personal style is about intention — not how many new things you own. A great blazer can be worn with suit trousers, jeans, a long skirt, or a mini. Try different combinations, see what works for you, and don't be afraid to wear something twice — or five times. That's something really important in terms of creating your personal style... working with [pieces]
At a time when trends move faster than ever, Woolf remains centered. He doesn't chase virality, though many of his looks achieve it. For him, success is rooted in intention. "If you're happy, you look good, and the outfit makes an impact — that's success. You'll never please everyone, and you shouldn't try to. I'd rather be talked about, whether they love it or hate it, than land in the middle."
That ability to block out the noise is something he shares with Doechii.
'She's a client, she's a friend, and she's a muse… We're just doing us, and we don't worry about what else is going on around us.'
As someone who has assisted major stylists for years before making a name for himself, he has another piece of advice for a young designer or creative trying to cut through: don't stop.
"Keep going. Don't give up. If there's someone you want to work with — a stylist, a celebrity, a magazine — you've got to be persistent. I've been in America for 12 years, and I never gave up. It just takes one person to give you a shot. That applies to all of us in the creative industry. Doechii was my dream client. You wait a long time to work with someone like her — she's creative, undeniably talented, and collaborative. So all those pieces together create magic.'
This persistence is something that unites Woolf and Doechii after winning the 2025 Grammy for Best Rap Album for Alligator Bites Never Heal — a category previously won by only two other solo female artists, Lauryn Hill and Cardi B — Doechii used her acceptance speech to underscore the power of perseverance. Even Gary Vee took to Instagram to call her journey a lesson in blocking out the noise and staying the course. It was a full-circle moment for an artist (and a stylist) who built their success by staying true to their vision.
Their shared commitment to doing things differently is what makes Woolf and Doechii a power duo, redefining what it means to show up in the world with vision. Or, as Woolf puts it: 'At the end of the day, we're just creating. That's what we want to do.'