Raissa Gerona HAS HELPED TRANSFORM REVOLVE FROM AN e-commerce start up TO ONE OF the most important FASHION RETAILERS TODAY.

Born in the Philippines and raised in Los Angeles, Gerona’s path to the top began with a sharp eye for vintage finds and an entrepreneurial spirit she inherited from her grandmother, a stylish businesswoman who ran her own clothing company. Over nearly two decades, Gerona has pioneered the influencer-driven marketing strategies and immersive brand experiences—and she’s nowhere near slowing down.

Now in what she calls her “BIG” era, she reflects on the mindset that keeps her grounded, the power of knowing exactly who you are, and how having a point of view is your ticket to success.

What’s an early memory that shaped how you see or understand fashion today?

My earliest fashion memory is my grandmother. She ran her own clothing business in the Philippines from the '50s through the '70s, and she was always impeccably put together — not just dressed, but intentional about it. Watching her was my first understanding that fashion isn't just about clothes. It's about identity, confidence, and ownership- literally. She was a businesswoman and a style icon in one. That image of her shaped not just how I see fashion, but how I see myself.

Describe the ‘aha’ moment that inspired you to pursue a career in fashion?

It actually started on eBay. I was buying vintage pieces from thrift stores and reselling them online, and they kept selling. That was my first real signal — people trusted my eye. But the bigger 'aha' came when I started remaking vintage pieces instead of just reselling them. My own reconstructed designs were outselling the originals. That was the moment I realized I wasn't just a curator — I had a point of view. And that gave me permission to dream bigger.

From your perspective, what has been the defining strategy that’s fueled Revolve’s growth and cultural relevance?

The defining strategy was transforming a retailer into a lifestyle brand. Through influencer partnerships, social media, and experiential marketing, we stopped selling clothes and started inspiring moments- summer vacations, wedding weekends, brunch, the gym. We gave our customer a vision of her life and showed her how to dress for it. And we met her where she already was: on social media, living that life in real time. That deep connection is what turned shoppers into a community, and a community into a culture

Describe the ethos of Revolve—who is your customer, and how do you want to shape her shopping experience?

The REVOLVE customer is fun, social, and aspirational. She lives for experiences and dresses for them. Our job is to make shopping feel as good as the moments she's shopping for. We do that through an incredible curation of styles, introducing emerging brands she's discovering for the first time, paired with a seamless end-to-end experience that includes fast shipping, effortless returns, and really amazing customer service. That reliability builds trust, and trust is what turns a first-time shopper into a loyal one.

The fashion industry is known to be one of the toughest industries to break into. How did you manage to reach this level of success while remaining true to yourself?

Being an immigrant from the Philippines keeps me anchored. I moved to Los Angeles at seven years old, and I have never forgotten where I came from or what it took to get here. That perspective keeps me grateful for every opportunity, every room I get to be in, every experience I've earned. When you know what it feels like to start from somewhere completely different, with nothing, you don't take any of it for granted. That gratitude is what keeps me grounded and, honestly, what keeps me hungry.

In what ways do you think the fashion industry is changing—for better or worse?

I'm an optimist, and I genuinely believe fashion is changing for the better. The biggest shift is access. The barriers to entry that once made this industry feel impossible to break into are coming down. You can become a content creator, a photographer, a brand founder, a vintage reseller on Depop — the paths in are multiplying, and that's producing a more diverse, more creative, more dynamic industry. Fashion has always been one of the most powerful forces for setting culture and pushing it forward, and now more people than ever get to be part of that.

What’s one word that describes the era your career is in?

BIG! My career is in its big era. After almost 20 years of building, creating, and taking risks, I feel like I'm finally standing at the intersection of everything I've worked toward. The projects are bigger, the impact is deeper, and the joy is greater too. The more I do, the more I want to do. I'm not slowing down, I'm doubling down. I want the yes's to really count, I want to take swings that matter, and I want to see the seeds I've been planting for two decades actually bloom. This is the era where it all comes together.

What’s one garment or accessory that can make or break an outfit?

Shoes. A great shoe can elevate the most simple outfit and a wrong shoe can completely unravel even the most thoughtful one. Shoes are the punctuation of an outfit. They tell you how the whole sentence ends.

In your opinion, what is the secret ingredient to having longevity in fashion?

Knowing who you are. Trends are relentless- they come fast, they leave faster, and if you chase all of them you end up standing for nothing. The people and brands with real longevity in this industry have a point of view that doesn't waver. They evolve, yes, but you always know who they are. That consistency key. People come back to what feels real.