Creative Voice Of Inclusion: Interview with Creative Director Christian Ruess

THE RICE SOCIETY Hi Chris, thank you for taking the time for this interview with us. Super stocked to have you on board! Let's dive in. Can you start by sharing a bit about yourself and your journey?

CHRISTIAN RUESS My name is Christian Ruess, I’m Creative Director at Studio Christian Ruess and Founder of the magazine and queer platform, Container Love. I’ve been working in advertising, cultural marketing, fashion, beauty, and all the good stuff for over 20 years.

TRS As a queer person in the creative industries, what obstacles have you encountered along the way?

CR The industry is definitely different today than it was 20 years ago. Brands, clients, customers and creatives are trying harder, asking more questions, and making more efforts to do things right. I remember times when I wasn't taken seriously by colleagues or clients, or didn't get jobs – not because I wasn't doing a good job, but simply due to homophobia. It was tough. Today, I carefully choose who I work with, and the people I collaborate with are fantastic.

TRS How have these obstacles strengthened you and motivated you to thrive even more?

CR I learned early in my agency career that holding back or hiding my true self won’t make me happy, and no one else is going to change that status for me. So, roughly 10 years ago, I quit my agency jobs.I started freelancing at many amazing companies and brands, and I founded the platform Container Love – a place where art, music, and queer culture could merge. What started as an exhibition and event series has since grown into international collaborations and all kinds of projects and productions.

TRS Could you walk us through the creation story of Container Love and its main purpose?

CR The birth of Container Love has a political background. I was working for a big music and art festival at the time, and our aim was always to be as inclusive and diverse as possible – in the composition of the team, in the selection of artists, and so on. When Putin signed some ridiculous laws against "homosexual propaganda" in Russia, it felt like a stab in the heart. I wanted the world to see how Putin was destroying the lives of millions of queer people. Our tool at the time was art – bringing people together, listening, talking, and celebrating the beauty of diversity, and doing so as loudly as possible. That might sound idealistic, but making queer identities visible was and remains a form of protest.

TRS Which particular project holds a special place in your heart?

CR I can't stop naming all our amazing projects I'm proud of, including our 10-year anniversary last year with events, panels, and performances that attracted thousands of visitors. At Container Love, we produced a film shown at Cannes this summer, honored with awards. We've also established a talent management division and have a PR team dedicated to genderless and queer brands. Additionally, we collaborate on projects with NGOs. However, what I'm most proud of is our printed magazine – and we are currently working on the next issue.

TRS Your energy and enthusiasm are infectious :) What's your secret to staying inspired?

CR I simply think of myself as a genuinely open and curious person; I want to see, know, feel and experience everything, and share these experiences with others.

TRS Can you share a moment when your identity as a queer person positively influenced your creative work?

CR Just one moment? Being queer means being creative, and I live every day by this principle. Because when you spend half your life trying to understand who you are as a person, how to communicate that, and how you come across to others, you have to be creative. So, being creative is also a survival strategy – sounds dramatic, and for many, it is.

TRS How do you think attitudes towards queer people are changing with time?

CR Well, it's fairly simple: there are more of us than many might think. And we are claiming our space. I’m sure there will be new identities emerging, new genders, new terms, a new language. And whoever believes they can make the world go backwards, well, they are damn wrong. Deal with us – it's that simple.

TRS How do you manage to connect so many incredible people together?

CR Good question…

TRS Creatives often face the fear of burnout or running out of ideas. What key advice would you give to nurture that spark within and let your creativity blossom?

CR I've been through all of that already and nowadays, I'm much more relaxed about it. Once you realize that you don't always have to have the best idea or be the one who's always right, it really makes life feel lighter. There are so many people who are much smarter than I am, with such great ideas, and sometimes I envy not having had this or that idea myself. But this is something that encourages, rather than discouraging me. Fear simply isn't a good guide. Whether it is the fear of the unknown or the fear of not being good enough, my advice would be to not give in to it.

TRS Looking ahead, what does the future hold for you and container.love? Can you give us a glimpse into your next project? If not a secret :)

CR Secrets are to be spilled, aren’t they? Right now, we're collaborating with our friends at @blinkstagrammer on a new music video for one of my musical heroes, @theirrepressibles. It's a video celebrating sexual freedom and the achievements of the gay community. I'm looking forward to the premiere of the video and the special feature we'll be releasing simultaneously on Container Love.