With more than 300k Instagram followers, Sofia Alurralde is a famous influencer and journalist who travels the world and inspires her audience one step at a time. Having collaborated with giants such as Tommy Hilfiger, Tresemme, Swarovski, Guerlain, Esteé Lauder, Cartier, and Mercedes Benz, Alurralde has become a worldwide reference of fashion and lifestyle. I had the pleasure to meet Sofi at a fashion show about a year ago and I immediately fell in love with her kind and fun personality and amazing fashion sense. That is why I am so happy to welcome Sofi on the blog today and interview her for my women empowerment campaign #MeForHer.
Can you tell me about yourself? When did you become interested in fashion and decided to pursue a career in this field?
I was born in Tucumán, a small but very traditional and important city in the north of Argentina, (independence was signed here in 1816). When I finished my studies, I moved to Buenos Aires to do an MBA in Social Communications (I had already graduated in Social Communication and Journalism) because I wanted to work in agencies that carry out strategies and brand. In parallel, I started working in a Marketing and Lobby agency, where I stayed for several years. Then, I got an offer from another agency related to a totally different world than the one I had been working in, but for which I had dreamed all my life – the fashion world. The company was working with international brands like Guerlain, Kenzo, Fendi, and other local fashion brands, so I started to focus on this fascinating industry. Anyway, my interest in fashion was always present in my life, since I was a little girl… Not only because I liked to dress up my dolls with different looks, but because I loved to prepare outfits with the clothes that belonged to my mother or grandmother.
Did you like working in a PR agency and what did you learn from that experience?
As an experience, working in communication agencies was incredible and it helped me a lot to understand the business world, how do business professionals think, the objectives that they have, the way they do branding, etc. It is very important to know what communication tools you can count on to work on any type of project. Also the strategy you will create for the Master Plan is crucial.
How did you decide to become a journalist? Which publication are you working for now?
I always loved journalism, but before I started the career at the University I thought that I would always listen, read and communicate the truth through media. However, growing up and gathering more knowledge made me realise that although journalists might try to stay objective they would always be influenced by their own social, political or cultural interests. And precisely because of this, I never tried to lean towards writing about politics, I preferred to lead my carrier towards the fashion world, lifestyle and culture. I am currently contributing to one of the main newspapers in Argentina, called La Nacion and I have my own column with whole page in the main newspaper of Tucuman, called La Gaceta. I’ve never imagined when I was studying, that I would end up having my own column in the main newspaper of the city!
What advice would you give to women who want to become journalists?
The best advice I could give to women who like journalism is that they have to know how to find their own style in communicating. No matter what or where they write for, it is always important to have your own pen.
What are three things that you should keep in mind when you are beginning your career as a journalist?
1) Be honest with your own ideals.
2) Be willing to tell the facts.
3) Listen and be great observers.
Besides being a journalist, you are also an influencer. How did you establish yourself and what tips would you give to increase one’s following?
The best thing to grow your following would be to create great content and promote your audience to share it with their contacts. Also collaborating with as many brands as you can, so they can post your content and tag you.
What is the best part about being an influencer?
Meeting people all the time, making great friends and traveling around the world.
You have travelled and lived in many places around the world. How did that impact your fashion sense?
I consider myself a chameleon (I love changing styles and clothing all the time) I think that living in different countries allowed me to learn and observe other styles (for example in Sweden they are super minimalistic!), which allowed me to adapt what I liked to my wardrobe. I have never been a fashion victim, if I like a trend and it suits me well, I am going to get it.
What motivates you? How do you cultivate your creativity?
“Leadership and learning are indispensable to each other”. The day you are satisfied with your job, is the day you stop growing.
Where do you see yourself in 10 years?
With my family and my company working around the world.
What social causes are you passionate about?
All related to women empowerment and spreading a little bit of love from the place we are.