SOFIA PARAMIO

SOFIA PARAMIO

SPANISH EDITOR AND CONTRIBUTOR OF THE MAGAZINE @holaliving_es AND PREVIOUSLY FOR @voguespain and @harpersbazaares.

FOCUSED ON HER COMMUNICATIONS COMPANY @ALL.ABOUT.MANAGEMENT AND HER WORK AS A MOTHER AND INFLUENCER.

SOFIA RESOLVED SOME OF OUR CONCERNS ABOUT WHAT THE FUTURE OF FASHION WILL BE, TAKING INTO ACCOUNT THESE DIFFICULT TIMES WE ARE GOING THROUGH. AND HE ALSO SHARED SOME TIPS FOR DRESSING US AT HOME.

NR - How has your way of working changed in the last month?

SP- It has changed a lot, not only in the sense of being at home and having team meetings via video call, but directly with our clients. We have a communication agency, and we have had to vary strategies that had been in the works for months to adapt to new times. We live in a constant update of our work depending on the measures that the country is taking, but everything will pass and we will return to normal (hopefully soon).

NR -Mom and businesswoman at home, how are you dealing with both roles?

SP - difficult to reconcile, especially with such young children, but I try to set a work schedule (even if it is minimal) and I team up with my husband. This way we can both work, take care of her and do everything in an organized way. I think that on the other hand I will really miss being with my daughter 24/7 when I have to go back to the office, it is the great positive side, being able to enjoy her so much at all hours.

NR - to maintain order and productivity.

I think it is essential to set a routine or schedule and try to stick to it as much as possible. Doing it clears my mind, I organize my ideas and things to do, and that way you can be more productive.

NR -Has your way of dressing changed? If yes, how? But because?

SP - Yes, now I use those pieces that are most comfortable in my closet.

NR -to outfit to be at home.

SP I wear a lot of sports clothes. I find it comfortable to be at home and I don't look overdressed, which seems strange to me if I'm not going out. Some joggers and a tight t-shirt are what I usually wear the most.

NR - The million dollar question, are you buying clothes right now? We feel a little guilty if we do and if we don't too, since many of our favorite fashion brands and designers will have to close their doors if we don't support them in these tough months. What should we do?

SP- I think you have to be consistent when buying. We have lived through some years in which the compulsive attitude of people when it comes to doing it was clearly appreciated, and I think that makes you accumulate clothes unnecessarily and harms the planet and your pocketbook. Maybe these weeks of confinement will help you really think about what you need or what is worth it, how many of the items in your basket you will also wear next year, or the next, or which ones really suit your style. Therefore, I believe that we must continue supporting fashion brands, we cannot stop doing so, nor do I think we should, but we must consciously take a look at our selection now that we have time to reflect.

NR - What changes do you see in the (near) future within the fashion industry ?

SP- I think we live in a moment of information overload, that the consumer wants everything and nothing, depending on the moment in which you catch him, because he is saturated. I obviously don't know where this is going exactly, but I do think something will change. Social networks have been a boom, and I think now is the time to de-escalate it, so that those profiles that really contribute win, and for brands to correctly select their audience.

NR - How do you see the influencer market in the future, will it change? As?

SP- I think that after the revolution with which it has arrived, the market must settle and segment itself. Settle in the sense of regularizing and taking measures that turn it into a serious sector, like any other; And by segmenting I mean that brands select which profiles really provide them with image and sales in equal parts. Who really represents, uses and would buy your brand in order to communicate it sincerely and therefore effectively to your followers. Sometimes the number of followers is of no use if the brand image is thrown overboard or if they are profiles that do not share the firm's values. Although it may seem incredible, brands have not yet figured out their target, they launch themselves into the best-known profiles, without going any further and this causes them to lose in many cases. Social networks should be positioned seriously like any sector, because I doubt they will disappear, but we do have to professionalize the agreements or the way in which influencers show themselves. I guess those who really contribute will win in the long run.

NR - What WON'T go out of style?

SP- The classics. I invest more and more in high-quality classic garments that I expect to have a long life in my closet.

NR - Lessons from quarantine.

Make the most of your time with your loved ones.