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Life and Work with Dijana Fiorentino

Today we’d like to introduce you to Dijana Fiorentino.

Dijana, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
Back in 2011 when the Oprah show wished us farewell, a President posted a first tweet in the history of the US presidency and Nicki Minaj sat front row at the Carolina Herrera show with Vogue’s Anna Wintour, I started creating my very own jewelry and statement necklace pieces. While attending college full time for my degree in psychology and writing research papers on Carl Jung and Freud, my jewelry line began gaining attention from prominent fashion photographers and local boutiques began carrying my one of a kind pieces. A few years later, I began designing tailored pieces for models and local runways and collaborating with fashion designers. While volunteering at Dress for Success, I started planning my very own story and mood boards, editorials, leading to conceptual projects for photographers and models.

I currently own and operate providing editorial styling, creating capsule wardrobes, and styling commercial photo shoots/videos. My apprenticeship at Dress for Success peaked my interest in capsule wardrobes and creating outfits for women who are making a mark in businesses that were traditionally heavily dominated by men. I am excited to see San Diego’s fashion community grow to a more accessible degree where local, independent artists and creators can gain more exposure. I am currently working on publishing my own book about dressing for your body type for women of all ages, shapes, and sizes. In a world heavily oriented on Photoshopping figures, it is important to remember that we are all beautiful and deserve to celebrate our selfies. Women have so many opportunities to succeed and opportunities for our voices to be heard are currently on the rise more so then they have ever been in history. Using fashion in a smart, sustainable way to express our strengths is fun, female forward, and empowering.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The road has not always been very smooth. Most people still believe that styling services are for celebrities and millionaires so marketing has been a huge challenge. The misconception about stylists is that they are overpriced and way too expensive to help a median income individual. In fact, the opposite is true. Capsule wardrobes created by stylists can save individuals significant money that would otherwise be lost on low-quality merchandise that is not ethically produced. Unfortunately, there are still a lot of us who opt to buy the cheap clothes that can only be worn a few times and need to be throughout. I advise my clients not to waste money on garments which are not ethically sourced.

32% of women also report that they buy garments they never end up wearing. This generally occurs because women are not aware of their body types and we often end up purchasing on impulse.

Please tell us about
While I am well rounded in all aspects of styling: capsule wardrobes, commercials, and editorials, I specialize in photo styling. It all starts with a complimentary style consultation. Whether it is a branding shoot or a conceptual photo-shoot for a fashion magazine, I provide a wardrobe that is curated based on a style assessment, and I also provide posing and direction for individual photo-shoot sessions. As a brand, what I am most proud of is the ability to provide creative direction in a way that diversifies individuals skills and attributes. What sets me apart from others is that I provide clients with an opportunity to transform and celebrate their true expression of style.

Often it feels as if the media, by and large, is only focused on the obstacles faced by women, but we feel it’s important to also look for the opportunities. In your view, are there opportunities that you see that women are particularly well positioned for?
I believe that we grow through our challenges. As they say “pressure makes diamonds”. So it is with women and opportunities. While we have been marginalized, especially in the tech sector, women being heard is a big step forward. I feel that women are strong when they unite and stand up for one another. Instead of competing with each other, we should uplift one another. Empowering one another is our greatest leap to achieving opportunities.

Contact Info:

Image Credit:

David Torres Photography, Life Box Photography

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