THE ART OF GOOD INFLUENCE WITH

JULIE SARIÑANA

Born in Mexico, Julie Sariñana was a child when she moved to Los Angeles with her family. The move was entirely orchestrated by her father, a tailor in Beverly Hills, who didn’t spare any effort to support the family. On the other side, Julie’s mother also made fashion the runway for the household’s finances: owner of a thrift store, the matriarch of the clan hunted for new finds daily, which she displayed as a ritual to loyal customers who waited at the shop’s door from four in the morning.

These experiences formed the basis for Julie’s first steps in the fashion world and led to the launch of “Sincerely, Jules” twelve years ago. Today, the Mexican dynamo works alongside her husband, French photographer Kevin Berruer, who shot the cover of this issue. Her influence is such that brands like Billabong and Bandier have even jumped on board, releasing collections designed by Julie. Now, the influencer is channeling her entrepreneurial side and launching her new commercial venture: the nail polish brand Color Dept. Available in seven shades, the polishes are cruelty-free, 100% vegan, and have the mission of promoting diversity and inclusion—Julie’s priorities. “Color Dept. is designed to be inclusive, diverse, fun, and joyful, while celebrating each of our unique differences and individualities,” she said.

Lifestyle Mag: How did Sincerely Jules get started back in 2009?

Julie Sariñana: Initially, it was just fashion trends and me talking about everything I liked. Little by little, I started picking up a camera and taking photos. Sometimes I asked friends to take my pictures or, as a last resort, I turned to my father. Back then I was much younger and couldn’t afford many things, so I had to borrow clothes from my sisters or friends and pretend they were mine. I would change inside the car and drive around to find a cool spot for photos. And since all of this was so new, I learned on the go.

LM: You’ve already collaborated on collections with various brands, including Billabong and now Bandier. How do these collaborations work?

JS: It’s very organic. I stay involved in everything; I want to make sure the collection reflects me or would be something I’d wear. The most recent one was with Bandier, and we really wanted this first collection to be inspiring and uplifting because of what we were going through with the pandemic. I always want the pieces—and all my work—to tell a story. So, I want people to be able to create their own stories from these collections as well. To receive the pieces and see that their quality is very good and that the price is fair. I insist on this because I know that items sold for 300 or 400 dollars can be very expensive for many of my followers, which isn’t cool. That’s why paying attention to quality and price is very important.

LM: In your view, what changes still need to happen in the fashion industry?

JS: There needs to be a full spectrum of colors and ages. In today’s fashion, you only see young people. Why not feature an older woman with gray hair who embraces her wrinkles? They have style, too. Including people from different age groups, not focusing solely on those in their early twenties. I also think it’s positive to bring in different body types, to embrace people for who they are—their appearance, their origins. We are beautiful, unique; we all have something to offer.

For the collection I did with Bandier, it was very important to have curvy, Latina models and include many different sizes, not just S to L. In fact, we noticed that the larger sizes sold out much faster than the smaller ones. In other words, the demand exists, but brands aren’t meeting it, which is very sad. I’m trying to do my part to truly make a change and be a voice in this cause. I’m a woman of color, an immigrant, and I will always fight for this space. I hope we make some progress.

LM: How was working during the pandemic for you?

JS: In 2020, at the beginning of the pandemic, I felt kind of vain. I was posting my pictures while this crazy disease was happening and so many people were dying. I was mentally exhausted and ended up feeling guilty posting about me, me, me all the time. So, I tried to shift the conversation a bit, to do something for people to see a positive side in the midst of everything that was going on. I remember receiving a long message from a girl saying that my posts helped her dream of better and more positive things for the future, and that touched me. I realized I had to keep posting.

LM: What changed in your life during that time?

JS: This was the first time Kevin and I actually got to enjoy and spend some time in our home, which we bought three years ago. We were able to cook and try new and fun recipes, which was really great. Every night, he would have a glass of wine and I a margarita, and we would play Rummikub or watch series and movies on Netflix. I really made the most of that time because I never had that before—we’re always traveling. It was a good moment to restart and disconnect, just enjoying each other’s company. It was another level of intimacy, and that was really nice.

LM: We’d love some travel tips. What would be the best place for a romantic dinner in Los Angeles?

DAMA, in downtown LA. You’ll thank me later. The food and service are top-notch and it feels like you’re in Cuba when you’re there, because the restaurant is so beautiful, the music is lively, and the overall vibe is truly vibrant.

LM: Best place for a brunch with friends?

JS: Ysabel, on Melrose at Fairfax. It’s in the West Hollywood area and has wonderful pancakes that I love! The mimosas are great, and I usually go there with my friends.

LM: Best place for a business meeting?

The Proper Hotel in Santa Monica. It’s simply a stunning place. Also Bottega Louie. I was there last week for a meeting with Bandier. They loved it—they had just arrived from New York and fell in love.