Create & Cultivate 100: Content Creator: Katie Sturino
THE TABOO SMASHER.
THE TABOO SMASHER.
It’s not everyday a major blogger drops bombs like “thigh chafe” and “boob sweat.”
But this is Katie Sturino of The 12ish Style we’re talking about, and we’ve come to expect nothing less. A proud size 12ish in a size 2 world, the body positive blogger and patron saint of dogs is changing the face of the plus size fashion space with the simple tenet that great style is not size dependent. In addition to running a multi-channel fashion empire, Sturino is the late @toastmeetsworld’s momager. Rescued from the horrors of a puppy mill, the celebrity king cavalier was beloved by allc, a huge fan of sunglasses, spooning, and Rob Lowe. Most recently, Sturino is tackling beauty taboos with the creation of Megababe, a line of anti-boob sweat and anti-chafe sticks designed to further celebrate the perfect imperfection of women.
Read on for more from this taboo-smashing game-changer.
Name: Katie Sturino
Instagram: @the12ishStyle
Where do your drive and passion come from?
A desire to help women thrive and have a positive feeling about themselves. And I want to save dogs. All of 'em.
What is the biggest message you would like to leave behind with 12ish Style?
Put your confidence on first! So much of looking great is feeling good on the inside.
What is your biggest pet peeve?
When men tell me that "boob sweat" and "thigh chafe" are not common problems for women.
Whenever you get stuck or find yourself up against a wall, how do you find new roads?
Don't puke on me, but I meditate. I try to release all the emotions around what I THINK should happen and accept what is happening. I reevaluate and see if the goal is still one I am looking to achieve. Usually, I receive some sort of resolution or step forward just by taking a min to step out. If that all fails, I ask everyone I know for an opinion and then do what I want to do anyway.
What are your biggest fears about running a business?
That is will all fail and I will have to go work for someone else for the rest of my life.
Do you think it's still a Size 2 world? Or have you seen formidable and lasting change?
I do think it is still a size 2 world because stories for extended sizes are still labeled something like "Jackets for all sizes" rather than just "Jackets!" Some retailers are starting to offer extended sizes, which is great, but putting a size 14 IN STORE is not really that much of a step forward. Campaign models and online models are still mostly size 2s. BUT the conversation has started. And I am not going to complain about that!
"Putting a size 14 IN STORE is not really that much of a step forward."
Tweet this.
What's something you'd like people to know about your job that they probably don’t?
I change my clothes about 5 times a day and I do not enjoy that! Its impossible to keep my apt clean.
What about your career makes you feel the most complete?
When I get a message from a woman who tells me she wore something or did something for the first time because she was inspired to step out of her comfort zone by me.
If you had to trade jobs with anyone else in the world, who would it be and why?
Oprah. Everybody loves her and she has helped so many people. Plus she still gives away her favorite things.
At what point in your career did you find the confidence to really take charge and become the woman you are today?
When I realized that no one is actually better than me or knows everything or has it all figured out. We are all a work in progress. And the more we can help each other out the better we all do.
What's the best advice you've ever been given? Or your favorite piece of #realtalk?
Be nice.
What song do you sing in the shower when you’ve had a bad day?
Gross, I never sing but if you held a gun to my head and asked me what my perk up song would be I would have to tell you that its Taylor Swift Welcome to NY and then I would ask you to just shoot me anyway because I would be so embarrassed.
Who is your current blog crush?
@BatGio
TO SEE THE FULL CREATE & CULTIVATE CONTENT CREATOR LIST CLICK HERE.
Create & Cultivate 100: Fashion: Tanesha Awasthi
THE FASHION CURVE BALL.
THE FASHION CURVE BALL
MORE THAN HER BODY.
It's something that most, if not all, women can relate to.
When Tanesha Awasthi started Girl With Curves in 2011, she paved the way for plus-sized fashion bloggers, stepping out from behind fashion industry constructions. She is a woman with brains, gusto, a champion for the body positive and female empowerment movements, mom (to 4-year-old son and English bulldog), digital influencer, and so much more. Her body may have carved out a place for her in the blogging world, but it's her other more compelling attributes that have staying power.
A well of inspiration to women everywhere, Tanesha challenges women to love their bodies. To love themselves. She believes that self-esteem starts with a healthy sense of realism. And the woman is real.
To point: 2017 was the year of expanding content altogether, covering a wider variety of topics outside of style and beauty that are important to her. She added a Wellness section and a Real Talk column where the blogger vents about things that are bothering her.
Find out more below.
In many ways your career through-line is about breaking barriers. First as a WOC in tech and then as a plus-size blogger in a formerly non-inclusive space. Was that always a goal of yours?
Not at all! When I first started GWC it was simply a creative outlet outside my now former career in tech. I never thought it would turn into anything outside of a hobby, let alone a full-blown business. But I did realize pretty quickly that I didn't fit into the "style blogger mold" at the time, in being larger than the majority of women I saw getting attention from magazines. I was happy to know I was different from everyone else by riding the line between straight and plus, because that gave me the option of really standing out in a market that wasn't yet evolved as far as curvy bodies go.
"I was happy to know I was different from everyone else."
Tweet this.
Would you say that your career in tech prepared you for the fashion space?
In ways I think it did, especially when it comes to organization, project and time management. My business partner and husband has a tech background as well (in software Engineering) and we often find ourselves using knowledge and business practices from our past careers to help take our digital media business forward.
Women struggle with self-confidence. With imposter syndrome. But Girl with Curves is about being unapologetically confident. At what point did you find that self-confidence within?
It took me many years to find it - I certainly didn't start GWC as a confident woman who loved her body or herself inside and out. It's been quite the journey and at times I still think I'm searching to find that confidence within myself at any given moment. GWC allows me to get my daily dose of what I call "friendship-therapy" by talking to women who have either gone through similar experiences as myself or are going through the same experiences as I am at any given time. It's a beautiful thing to find people online from all walks of life whom you can relate to on such a deep level, without even knowing them personally! I think of my audience as a community of friends and I've always had an open line of communication with them about the core values GWC stands for self-confidence, self-love and body acceptance.
GWC stands for self-confidence, self-love and body acceptance.
Can you recall a recent hard day when you had to rely on someone other than yourself to pull it together?
I rely on my husband and sisters a ton, but I often vent about things I'm going through in my #RealTalk column on the blog, which I started just a few months ago as a way to openly vent about any and everything that was on my mind. It's nice hearing from readers who can offer me advice or simply let me know that hearing me talk so openly about an issue puts them at ease in knowing they aren't alone. The last #RealTalk was about the downsides of pregnancy that women often don't discuss. Needless to say, it was a popular topic!
"Ignore the negative what-ifs and go for it."
What's the best advice you've ever been given? Or your favorite piece of #realtalk?
Ignore the negative what-ifs and go for it. I've always been an over-analyzer, so ignoring that voice in my head is something I constantly have to overcome, and it was the best advice I got from the CFO (who also became my friend over time) at my former job in tech, who was very supportive of me leaving to pursue blogging full-time.
You're about to give birth to your little girl! How has having a girl changed your approach to parenting? Are there different concerns?
I'm due in 2 weeks! Knowing that I'm having a girl has definitely brought about some anxiety, because girls are treated so unfairly in today's society, along with a whole list of things I went through growing up that most of the women I know also went through, including sexual harassment and discrimination. At the end of the day though, I know all I can do is teach her she can be anyone she wants and accomplish anything she sets her mind to, along with reminding her that her worth is much more than physical appearance.
You also recently launched the Girl with Curves collection exclusively at Dia & Co. What did you learn through that process?
I've always wanted to be a designer, so being able to go through the process with a team of people who believe in my vision and stand for the same values I stand for through GWC was amazing. I can't wait to design more in 2018!
What are you excited for next?
I'm in the process of designing another collection for 2018, as well as continuing to build my team on the digital media side of the business.
What would you consider your superpower?
I have a knack for telling people exactly how to get what they want out of their job, their husbands, whatever it is, I can give some amazing advice that gets results!
TO SEE THE FULL CREATE & CULTIVATE FASHION LIST CLICK HERE.
How These 6 Influencers Plan to Own Their 2018
New year, new...?
There are so many ways to approach resolutions. And holding yourself accountable is one surefire way to make the new year count.
So we checked in with some of our favorite bloggers and influencers to see how they're heading into 2018. From taking breaks to putting health first, they are going to make 2018 count.
The question is: what are you waiting for?
Bri Emery Is on the Path to Feelin' Good.
It sounds cliche but I am focused on my health. Less wine nights during the week, more water. take my vitamins. slow down when my body signals me to. I had a lot of health issues this year and I want to really put my health first and remember to be grateful when I’m feeling good!
Nicolette Mason Is Going to Take It Easy.
2017 was such a personally and professionally challenging year! We launched Premme, a fashion-forward plus-size clothing line, in July, and leading up to the launch and since then, it has been non stop! So my goal for 2018, honestly, is to slow down a little and take some breaks. I’m really overdue for a vacation - and am promising myself I’m going to book a real getaway ASAP!
Simply Cyn Want to Keep It Simple.
Be more organized. (ed. note: enough said.)
Kristin Ess Is Going Big.
My New Years resolution is to get Kristin Ess Hair international.
Pam Hetlinger Has Her Sights Set High.
My New Years resolution in 2018 is to continue following my dreams and doing everything I can to achieve them.
Bianca Alexa Is In Search of Balance.
Definitely to get back in shape and to have a more balanced and healthier lifestyle.
What about you? How you plan on slaying 2018? Share in the comments below.
MORE FROM OUR BLOG
You'll Never Guess What This Top Blogger Says Is More Valuable Than Being #1
"I am the opposite of an overnight success."
Photo credit: Keiko Lynn
Before Live Journal, there was Open Diary. A platform that OG, now Brooklyn-based blogger Keiko Lynn, used as a personal outlet. Today her blog KeikoLynn.com is a space where the self-proclaimed "restless adventurer" shares her take on fashion, beauty, and her daily life.
We caught up with Keiko to chat all things influencer and why you have to be willing to put in the time, without any immediate return.
After more than decade in the blogosphere (shout out to your 1999 Open Diary) how have you been able to stay true to yourself?
Since the primary focus of my blog started out as a personal diary, it's actually pretty difficult to not stay true to myself. I named my blog "Keiko Lynn" before I ever intended for it to be more than just a personal outlet, but it still maintains that personal feeling. If I ever strayed from my true self, I'd have a lot of friends and family and loyal readers to answer to.
You didn’t set out to build a brand, but that’s what you’ve done. How do you feel about person as brand? Did you ever have any hesitation?
It happened so gradually that I didn't really contemplate it, before or as it was happening. I am the opposite of an overnight success. It was little things here and there, starting with blogging for Cingular when I was on LiveJournal, or having a magazine featuring me in a photo shoot, etc. I would just think of them as solitary opportunities that I couldn't pass up, not as stepping stones in my career path. It was years before it became a career, and by that time, "Keiko Lynn" had been my online (and real life, of course) identity for long enough that I didn't think I should change it. I still don't think of myself as a brand. I never think, "Is this on brand for me?" I just know what I do and do not like; I know myself.
"I never think, 'Is this on brand for me?' I just know what I do and do not like; I know myself."
Tweet this.
Do you consider yourself an early adaptor? What are some other important traits to have as a blogger and influencer?
When I started my current blog, I was a young and perpetually broke independent clothing designer, so everything I wore was handmade or from a thrift store, and most of my photos were taken with a self timer. That was what blogging was like, back then. We were remixing what we had in our closets. Now, we have bloggers who are starting out with a whole creative team behind them; they're coming in with photographers, beautiful web design, and a closet full of current, contemporary and designer clothing. I think that's amazing, and if you have the wherewithal or creative contacts to start a blog as a legitimate business platform, why not?! That's what's so cool about modern blogging -- you don't always have to go through the awkward growing stages that many of us went through. But I probably wouldn't have had a fighting chance, with my wide-angled, self-timer photos and second-hand clothing, if I weren't one of the early adopters. Even now that I have an actual closet (I didn't, back then), at least half of what I wear is vintage or thrifted...and I still take many of my own photos. I'm in a very particular niche, and I'm well aware that I was lucky to have early exposure.
The most important trait to have as a blogger is tenacity. I've known many people who started blogging and gave up after awhile, when they didn't see immediate growth. Overnight success stories usually only look like overnight successes. You have to be willing to put in the time without any immediate return, and keep going until you build yourself a base. It will come, but you have to keep going.
"You have to be willing to put in the time without any immediate return."
Tweet this.
What are some shifts you’ve been hesitant to adopt, but eventually jumped on board?
I am famous for being late to just about every social media platform. My very first tweet was something along the lines of, "Let's see how long this lasts..."
Do you ever feel like, enough! No more apps, no more sharing, I can’t possibly add one more “must” to my social lineup?
I feel like that almost every day of my life. I drew the line at Periscope. I won't do another one...I can't!! Although Instagram just added their very Snapchat-like feature, and I might end up giving that a try. I'm trying not to be the last one for that.
We’ve talked to a few bloggers about unexpected difficulties and the BTS realities, but what are some BTS unexpected joys?
I have made some wonderful friends through blogging, whether bloggers, readers, or people in the fashion and beauty industry. When I moved to NYC, I barely knew anyone. I had one friend and a LiveJournal friend, and my roommate and I had only met a few times before living together. Making friends in a new city is so difficult, and the blogging world really opened me up to a whole community.
How do you come up with creative ideas?
With style, I look to the past. With makeup, I look to both the past and the runways. But mostly, I just garner inspiration from everyday life, whether it's someone I pass in the streets or a page from a current read.
What’s a business aphorism you live by/what’s one you don’t think rings true anymore?
As trite as it sounds to "stay true to yourself," it's something I live by in both work and in my personal life. But I also think it's important to let yourself evolve naturally; the two are not mutually exclusive. 31 year old me is not exactly the same as 19 year old me. Part of staying true to yourself is allowing yourself room to grow and evolve. What doesn't ring true anymore is that you have to always be number one. Staying power can be just as valuable.
"What doesn't ring true anymore is that you have to always be number one. Staying power can be just as valuable."
Tweet this.
What do you think you’d be doing without the advent of social media?
I think about this often, because when you're in this sort of career, you have to be on your toes. What if it all went away, tomorrow -- what would I do? I imagine I would go back to my roots and start a new clothing line or invest in starting a makeup line, which is something I've always dreamed of doing.
How do you feel about the term influencer?
What do you think is the future of influencer? I prefer the term when referring to other people, and don't mind when others use it to describe me -- but referring to myself as an influencer feels strange and boastful. The truth is, we're all influencers in some way. Some just have a larger audience.
MORE FROM OUR BLOG
A Day in the Life: How This President and Blogger Handles Two Jobs
On the move and loving it.
photo credit: Memorandum
Mary Orton, co-founder and President of Trove, and editor at the wildly popular blog, Memorandum, knows all about hustle. No two days are alike for the bustling beauty, who, in August of this year will celebrate the first year anniversary of Trove, the addictive mobile style app that she co-founded with her husband. Bringing together all of your favorite fashion bloggers into one beautiful, shoppable place, Trove allows you to find outfit inspiration, save favorites to a digital closet, and shop everything from the palm of your hand. With a schedule like Mary's it's no wonder she wanted to find a way to bring this content to consumers who, like her, want access to great style inspiration quickly and easily on the go.
So what is her day-to-day like? How about hour-to-hour?
From 6am inbox purges to morning coffee to design and investor meetings, the CEO does more than look the part-- she’s actively involved in every aspect of her business. And yes, she eats at her desk just like the rest of us.
Read through to find out what it’s really like to run a startup and a successful blog at the same time. Be impressed and then, get inspired.
6:00 AM: I violently slap my iPhone alarm into snooze mode and proceed to do this roughly 2-7 additional times over the course of the next 25 minutes. After reluctantly exiting my cozy sheets (muttering obscenities), I army crawl to the kitchen where I throw my Bialetti on the stove. Even the promise of coffee does Pavlovian wonders for my not-a-morning-person-ever self. While the coffee starts, I throw on gym clothes, grab my iPad and head back to the kitchen in the hopes that my coffee is ready and my email inbox is manageable. With coffee in hand and a hard boiled egg (or scrambled eggs if I'm feeling really bold and didn't hit snooze too many times) I start reading the news and triaging my email inbox.
7:00 AM: Depending on the weather and my workout plan for the day, I usually hit the gym or the pavement for a morning sweat sesh. My go-to workouts are barre classes, circuit training or long runs along the water watching the city wake up.
8:15 AM: Back home, I jump in the shower and start the process of making myself look like a presentable human being. As the co-founder of Trove and a style blogger, my go-to weekday looks are typically professional and classic with a trendy, urban edge.
9:00 AM: I make an iced tea in my favorite travel tumbler and with a protein bar hanging halfway out of my mouth, I hit the office! No two days are ever the same, but if I can, I typically try to concentrate meetings in the mornings and computer work and conference calls for the afternoon, so my mornings are usually hectic. On Mondays we always have Trove team meetings where we set objectives for the week and update everyone on different areas of the business. The rest of my mornings are typically spent running all over the city to design meetings, investor meetings, brand meetings and meetings with lots of other folks across the industry. If navigating NYC traffic and subway systems were an Olympic sport, I'm fairly confident I would make the podium.
12:00 PM: If I don't have a lunch meeting, I'll usually grab a salad and eat it at my desk while catching up on emails. I'm addicted to this quinoa and arugula salad at LPQ. It's insane and super healthy, which is good to offset my very unhealthy affinity for cheeseburgers and fries. And burritos. And also Indian food. Oh and CUPCAKES. You don't even know.
2:00 PM: On Tuesdays, I meet with my team that helps manage the business and operations of my blog, Memorandum. We touch base on upcoming posts that I'm planning and solidify plans for photo shoots, video content, and brand collaborations. I've recently started a YouTube channel and have been getting more and more into video--it's wild but so much fun! Since starting my blog three and a half years ago, I've gotten really into photography, but videography is still new to me. It's so much fun to bring my style content to life in this way.
3:30 PM: If I don't have any afternoon meetings, I usually have at least one or two conference calls. At Trove, we work with business partners and bloggers from all over the world, so often spend a couple hours in the afternoon on the phone or Facetime with them. For our business, there's no place like New York--of course, the fashion and technology community here is just incredible--but having so many touchpoints around the globe makes my job really fun and interesting.
7:00 PM: At this point in the day I'm either heading home or heading to drinks and dinner. We live in Tribeca, and are frequenters of Locanda Verde, Tiny's, Weather Up and Distilled. At Distilled, they always serve this crazy good seasoned popcorn at your table, and it's my mission in life to figure out how they make it.
9:00 PM: Once home, I settle into my home office to work on upcoming blog posts. My husband is not only the co-founder of Trove and the CEO of the business, but he also takes all of the photos for Memorandum, which we usually snap either on the way to the office, or in-between meetings during the day. I always keep my DSLR in my bag and we've gotten pretty good at it, so we can capture an outfit in 5-10 minutes when running from one thing to the next. People often comment on the movement captured in our photographs which makes me laugh, because it was borne out of necessity and the reality of my hectic work day, rather than a super conscious artistic choice.
10:00 PM: Once I'm done writing my upcoming posts, I then have to spend an hour or so going through the photos that we took that day and getting them ready. I'm an obsessive reader, but seldom have time to sit and read anymore so I've gotten completely addicted to audiobooks which I always listen to while going through photos in the evenings.
11:30 PM: Once the photos are done and the blog post for the next day is scheduled, I hit the sack! Although if I'm being honest, I'm extremely lucky if this happens as early as 11:30 PM. It's often much deeper into the early morning hours. But, hey, gotta support that coffee industry right? Just trying to do my part over here.
If you're heading to #CreateCultivateNYC be sure to check out Mary on panel, where she'll be sharing her know-how on Content Meets Commerce.
Links We Love: Why You Should Ask for a Raise, Mansplaining & Weight Discrimination
This week was a doozy so now we're getting boozy.
It's almost October, which means it's almost Halloween, which means WHAT ARE YOU DOING FOR NYE?!!
In the meantime, catch up on these links we love from this week's rager news week.
Want a raise? Ask. Research shows you need as many as possible before you hit 40.
Going up in the air? Here's how to get work DONE while you travel.
This is so meta Portandia.
"Women get promoted. Just not women like you.” Weight discrimination in the workplace is real and this woman is over it.
Everyone laughed when Amazon wanted to be the go-to fashion retailer. But Amazon Fashion is laughing now. All the way to the bank. Chachiiiing.
Solange got a new album. Weekend listening parteeee.
One, two, one, two. Mic check and then a fact check on the first presidential debate.
Space race said what? Elon Musk unveiled his plan for colonizing Mars.
Sure, she's got an Oscar. But here is Lupita Nyongo showing us why she should be your favorite rapper.
Melinda Gates, the awesome half to Bill, is going back to her roots and nope, we're not talking about hair.
Need some weekend inspo? Check out this list of women run media companies.
So many bloggers. So much fashion week. So much drama at Vogue.
Just how many times do you think Hillary Clinton has been mansplained over her career? Chime in below and let us know.