Career Code: Meet One of L.A.'s Most Powerful Women in Fashion
In honor of Hillary Kerr and Katherine Power’s new book, The Career Code: Must-Know Rules for a Strategic, Stylish, and Self-Made Career ($17), we’re kicking off an interview series featuring 17 questions (in honor of the book’s 17 chapters) about the work lives of the most inspirational female leaders in the fashion industry. So far, we’ve tapped Rebecca Minkoff, Sally Singer, Rachel Zoe, and more. Up next? Raissa Gerona.
It’s no secret that Revolve is taking over Los Angeles fashion. The powerhouse retailer has launched seven successful in-house brands (with two more coming soon), pioneered the new wave of brand activations with the world’s top influencers (just check out the hashtags #REVOLVEaroundtheworld and #REVOLVEfestival for instant FOMO), and recently debuted a unique retail concept in L.A.: the Revolve Social Club.
The one woman at the center of Revolve’s steady domination? Raissa Gerona, the company’s VP of brand marketing and strategic partnerships. Gerona’s approach to retail is nothing short of visionary, and it doesn’t hurt that she’s also one of the most effervescent people you’ll ever meet.
Keep scrolling to see how she answered our most burning career questions.
“My job is to create brands and make sure people know about our brands, fall in love with them, and connect with them. The more they fall in love, the better.”
“Not everything, especially on Instagram, is what it seems! And traveling is amazing, but my favorite place in the world is home in L.A.”
“I wore a black blazer and black pants from Forever 21—that was almost 10 years ago from today!”
“Steve Jobs of Apple or Phil Knight of Nike. Both are visionaries and innovators who built incredible companies and have always understood the power of marketing and branding.”
“Who What Wear (duh!), Business of Fashion, Instagram, my business partners, influencers, other brands, our buyers.”
“Nothing! I know it’s very cliché, but all the missteps and failures have contributed to where I am in my career. Everything truly does happen for a reason.”
“Smart, hungry, eager to learn, self-starter, and flexible. Things can change so quickly, whether that’s planning an event or adding a new social media channel to post on. It’s important to adapt ASAP.”
“The perfect black blazer, four-inch pumps, and a good watch.”
“Driven, fun-loving, and wears many hats!”
“Speak to my husband. He knows all the right things to say to get me back to 100.”
“Be open and honest, and give the appropriate time to leave so the company can plan your transition. You want to make sure you leave on good terms. You never know what opportunities can bring you back to the company.”
“Entry-level employees sometimes can’t see that everything they are doing, no matter how small, is impactful and contributes to the overall vision of the company. It’s important to always put your best foot forward at whatever task you’re doing—it counts! For my peers, myself included, the most common mistake is stressing too much about things that are beyond our control.”
“There’s too many! I love following our brands because they’re all so different. The content inspires me. I also have to make sure they’re all on brand so I’m killing two bids with one stone. I love Chrissy Teigen, Nicole Richie, and Hillary Kerr’s as well. All amazing women who have a great work/life balance.”
“My morning ritual is to work out, and my evening ritual is to have a glass of wine. Working out in the morning gives me energy for the rest of the day, and a glass of wine relaxes me after a crazy, busy, long day.”
“The Hamptons. Revolve will be doing another month in the summer in the Hamptons, and we’re going bigger and better than last year. The challenge is exciting!”
Who should we interview next? Let us know in the comments below!