In­flu­ence Ped­dler

SCRUNCHIES, HEADBANDS AND BARRETTES WERE IN­SPIRED BY THE SUPERINFLUENCER’S CAL­I­FOR­NIA COOL AES­THETIC.

WWD Digital Daily - - Front Page - BY ELLEN THOMAS

Julie Sar­iñana of

Sin­cerely Jules will launch a hair ac­ces­sories line ex­clu­sively for Tar­get.

Superinfluencer Julie Sar­iñana

is mak­ing her long­time affin­ity for hair ac­ces­sories of­fi­cial.

The fash­ion and life­style blog­ger be­hind Sin­cerely Jules has teamed with Scünci on a col­lab­o­ra­tion that con­sists of 50-plus hair ac­ces­sories, in­clud­ing scrunchies, headbands, clips and barrettes. In­spired by Sar­iñana’s bo­hemian-in­flu­enced Cal­i­for­nia cool aes­thetic, the prod­ucts are set to launch on Oct. 15 ex­clu­sively at all U.S. Tar­get doors and tar­get.com.

Priced from $4 to $10, Sar­iñana’s col­lec­tion of vel­vet headbands, fauxleather scrunchies and rhine­stone-stud­ded hair clips is her first of­fi­cial ven­ture into the beauty space. It’s not her first de­sign ex­pe­ri­ence — her Sin­cerely Jules cloth­ing line is sold on Re­volve and other re­tail­ers — but the part­ner­ship with Con­air-owned Scünci does hold spe­cial mean­ing for the Los An­ge­les-based in­flu­encer, who counts five mil­lion fol­low­ers on In­sta­gram.

“When I met with Scünci, I told them I grew up not hav­ing a lot of money, so my mom would make hair ac­ces­sories for me and my sis­ters so we’d stand out at school,” Sar­iñana told WWD dur­ing a phone in­ter­view from her home in L.A. “She’d go to the nearby fab­ric store and buy rib­bons and craft glue and make me headbands and hair bows... my par­ents couldn’t buy us the lat­est shoes and clothes grow­ing up, so she tried to do what she could by giv­ing us some­thing the other kids at school wouldn’t have. This brought me back to that mem­ory with my mom.”

Sar­iñana’s jet-set­ting life­style and the de­signer out­fits she show­cases on In­sta­gram — she just re­turned from Paris Fash­ion Week, where she at­tended the Dior show — are a far cry from her hum­ble begin­nings. Here, she talks to WWD about connecting with her fol­low­ers, stand­ing out in a sea of in­flu­encers and how to style a scrunchie.

WWD: What was your role in the de­sign process while work­ing on Sin­cerely Jules for Scünci?

Julie Sar­iñana:

I worked re­ally closely with the de­sign team. My style is very ver­sa­tile and a bit ef­fort­less and I wanted to trans­late that into the col­lec­tion. We pulled inspiration [from my In­sta­gram] and cre­ated ac­ces­sories that we felt mim­icked my style, for any­thing from go­ing to the gym to a meet­ing, to the beach to a hot date — we wanted a col­lec­tion for ev­ery oc­ca­sion. It was im­por­tant for me to pay at­ten­tion to what my read­ers like the most — I paid at­ten­tion to feed­back from my fol­low­ers and pho­tos they re­ally liked, just the en­gage­ments that cer­tain pho­tos had. We re­ally took that into ac­count.

WWD: How do you plan on pro­mot­ing the col­lab­o­ra­tion?

J. S.:

It’s go­ing to be very or­ganic within how I do my nor­mal [con­tent], with putting a fo­cus on how to wear the col­lec­tion — high­light­ing key pieces that re­ally res­onate with me and my per­sonal style. The faux-leather flo­ral scrunchie with fringe, the barrettes with glit­ter — I’m all over them. It’s all very easy and wear­able, and the best way to mar­ket them is very easy hair tu­to­ri­als, maybe three to five posts a week. It de­pends — I don’t want to shove [the col­lec­tion] in their faces be­cause that’s not my aes­thetic.

WWD: Did de­sign­ing this col­lec­tion make you want to delve deeper into the beauty space — maybe with an­other beauty col­lab­o­ra­tion? J. S.:

Def­i­nitely. I get a lot of DMs when I wear my hair wavy, ask­ing how I get my hair like that. I love makeup and hair and I think it can be an ex­ten­sion of what I’m al­ready do­ing, and part­ner­ing with some­one who gets that is key.

WWD: What have you learned about de­sign from do­ing your own fash­ion la­bel?

J.S.:

It’s pay­ing at­ten­tion to what [fol­low­ers] tell you and in­cor­po­rat­ing it. Like, “you know, this didn’t work this time, we’re hear­ing the siz­ing didn’t fit so let’s al­ter it and make it bet­ter.’’ I’m al­ways try­ing to find new ways to im­prove and lis­ten to what they have to say, be­cause at the end of the day fol­low­ers are the ones who are buy­ing it and if you don’t lis­ten to them, you are miss­ing out on a big por­tion of your busi­ness.

WWD: What kind of con­tent do your fol­low­ers like to see from you?

J.S.:

I’m very hands-on cre­atively and I’m such a per­fec­tion­ist — I try to put out orig­i­nal con­tent be­cause there’s so many of us do­ing the same thing. My fol­low­ers love de­tail shots and flay lays. Mix­ing those in with fash­ion sets me apart.

Even more so, not al­ways post­ing from like, the Eif­fel Tower. Peo­ple like re­lat­able things that they can look at — not ev­ery­one can go to Paris and stand in front of the Eif­fel Tower. Yeah, it’s beau­ti­ful, but peo­ple can’t re­late to that. When you post some­thing that’s a lit­tle more grounded, like, “Oh, I’m just in bed or in front of a wall,” that gets more en­gage­ment be­cause they’re like, “Oh, I can do that, too.’’ Mix­ing in a beau­ti­ful des­ti­na­tion like Bali or Paris with amaz­ing scenery is im­por­tant, but stay­ing true to what blog­ging started as, which was just street-style pho­tog­ra­phy — keep­ing that el­e­ment is [im­por­tant, too].

Julie Sar­iñana wear­ing Sin­cerely Jules for Scünci.

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