FASHION

How influential Katie Sturino created her own corner of the internet


Jamie Magnifico

In ELLE.comMonthly series office hours TIn her month, we spoke with Katie Sturino, who started her career at Fashion PR. Before taking your own corner of the internet as an entrepreneur, influential and body acceptance advocate. If you’re not one of her 5050K Instagram followers, you probably know her from one of her other ventures: she’s the brain behind the blog The 12ish and the podcast Bub Sweat; He turned Her late dog toast is a viral Instagram star; She The author of Body talk; And he Founder of the internet-favorite beauty brand Megababe. “I’m a real career chameleon,” said Multi-Hyphenate. “I’m now in my fourth real career.” Below, Sturino offers his advice for starting a business, a piece of clothing that makes him feel like a boss and how he learned to believe in his “crazy ideas”, even when people were telling him otherwise.

Katie Sturino

My first job

My high school job was seeing kids, but when I moved to New York, I did my first retail job at Club Monaco because I needed a supplemental income. Working in retail is really hard. I’m bad at folding. I’m bad in the hangar. I’m bad at the cash register. But I was great at helping people pick clothes. I got on people’s faces, and I was like, “Do you have any events you’re shopping for?” And they were, “No, I’m just browsing,” but I’ll help them anyway. I learned about customer service and how to treat people and make people feel good.

Why I started my own PR firm when I was 25 years old

I loved working in public relations. I like to connect businesses with the media and influence their sales and growth. I didn’t like the environment that PR PR usually brings, so I decided to work on my own. I had a family, “Don’t do it, you have to go home,” but you have to take risks if you’re going to succeed. I don’t think that means you quit your job and you have no backup plans and no savings; It just means it can be scary. Was I small, and I was copying it until I made it? Definitely. But I knew I would work hard for people, and I knew that was not something that people always did in the office I came from.

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I learned to manage a viral dog account

In 2011, there were no famous dogs on Instagram. So when I said, “I’m going to make Toast a famous fashion dog, and we’re going to talk about Poppy Mill Rescue,” people were, “Don’t do it.” But when I started my PR company, everyone said don’t do it, and then I was able to support myself and I loved my job. It was a real sign that I should listen to my heart and listen to the crazy ideas I had, even when everyone around me said they were dumb. PR and dog-maturity were both professionally successful and personally rewarding, but part of doing a modern job is that you always have to reinvent yourself. So when the dog market was becoming oversaturated and that business was changing, I leaned towards another thought of mine, which was that there was no one there to style my size the way I do it. Again, people said, “Don’t do this”, but I listened to myself. It’s the same pivot when I start megababs. I had a bunch of people telling me not to. I have always had to follow my instincts.

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Katie Sturino

My advice for visiting your own business

People say, “I want to start this pedicure company, but I have to quit my job first so that I can concentrate on the pedicure company.” You do not want to be frustrated if you cannot get the right pitch so invest in a good capo. You bypass the pedicure company until you work with it so much that you can’t do your regular work. People like all the time, “Well, I have to pay my bills.” Of course you have to pay your bills. Today no one is asking to quit his job. Also, not everyone is an entrepreneur. That’s something I had to learn. To work in small businesses requires that you wear a lot of hats, that you are a self-starter, that you are able to do something on your own. Not everyone wants to work that way.

Why I call myself a “Body Exception Advocate”

The Body Positive Movement is responsible for where we are today, and it has allowed us to become more subtle as it succeeds. I liked the idea of ​​diversity in advertising and the clothing that people are given and who we see in terms of power. But what I didn’t like was the basic love concept for every part of your body, loudly, draw your stretch marks, write a love letter to your cellulite. It didn’t move with my own personal feelings. I used to like, “Okay, you have really wide, big legs. Let’s move on.” I just want women to accept themselves as they are now. This does not mean that you cannot change your body, it does not mean that you cannot gain or lose weight. It’s more about distinguishing your self-worth from the number of your shirts or the size or scale of your pants.

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How I want to change my industry

Call people. This is a different approach. Calling people, boycotting people, keeping people in solitary confinement, dismissing people, there must be people who deserve it. But in my opinion, you have to give people a chance to change. The first step may be to make them aware of the problems of the public. That’s why I go to the store, and I try size 10. I’m trying to show the people in that design room how far they wear my body clothes and how small their biggest size is. It’s okay if they want to make that change. In this day and age, brands who decide that they don’t want to increase their size and stay in size 10, this is a real choice.

This interview has been edited and condensed for clarity.

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