From Apple to Google, from GQ China to L’officiel Dubai, from Neiman Marcus to Saks 5thAvenue and the list goes on, this San Francisco (now Mexico) based fashion stylist is known for her talents and incredible work in the emerging fashion industry of the west coast, meet Caroline Rooney Serrano!
“I believe in classic, basic, well-made pieces that are well tailored and flattering to your unique body type.” – Caroline Rooney
YOHAMY CISNEROS: Tell me a little bit about yourself, let’s start breaking the ice!
CARO ROONEY: I’m Caroline Rooney Serrano, a fashion stylist and wardrobe expert, originally from Michigan, now living in Mexico City. I began my career as a fashion model, and following my undergraduate studies at the University of Michigan, I moved to New York City to work in the Bloomingdale’s Traning Program, where I worked in buying for women’s sportswear and denim, and then men’s contemporary and denim collections.
In 2013, I relocated to San Francisco to join my now husband in the Bay and developed Caroline Rooney Styling, a wardrobe styling and image consulting business that provides wardrobe styling services to brands, startups, and private clients throughout the Bay area. My specialty is in menswear, and I typically work with technology industry executives on their personal style, or with companies like Apple, Google, Levi’s, Williams-Sonoma, and Uber on commercial or catalog projects.
This month, I am in the process of relocated both personally, and professionally, to Mexico City where I will continue to work with many of my private clients while pursuing new creative projects bridging the gap between the LatAm and US fashion markets.
YC: How would you describe your personal style?
“I’ve never been a “trend stylist” – I would never wear or encourage someone to wear something, just because it’s ‘cool’.”
CR: My personal style is very classic. I believe in classic, basic, well-made pieces that are well tailored and flattering to your unique body type. I’ve never been a “trend stylist” – I would never wear or encourage someone to wear something, just because it’s “cool”. My style has been described as “classic American”, but I love to pepper in a one really special piece, or a piece of jewelry with a special story or purchased while I was traveling. I like to start with a base of elevated, basic pieces, and then add one fun element to keep things light and share my personality.
As I’ve transitioned to Mexico City, I love that people tend to dress up more than they do in San Francisco. I’ve swapped my flats and sneakers for comfortable boots with a low heel (I love Cole Haan, Iro, and Vince), and I’m excited to introduce some more formal and elegant pieces into my wardrobe for every day, and special events.
YC: When did you first realize you wanted to pursue a career as a fashion stylist?
While I was buying for Bloomingdale’s, I realized how much I missed working independently, creating my own schedule, and working with diverse creative teams. I learned so much during my time there, but I really missed the independence I felt prior to working in an office.
I grew up modeling and launched a t-shirt company while in college, and both opportunities were grueling (especially while doing both as a full-time student!) but I loved them – I was so passionate about what I was working on, and loved meeting and collaborating with new people. Every day is different when you work for yourself and I love that.
“Every day is different when you work for yourself and I love that.”
I knew I wanted to leverage the business and product knowledge that I gained at Bloomingdale’s, but I wanted to be more independent and creative. I started visiting the Bloomingdale’s photo studio and saw the stylists working with the creative directors, art directors, casting directors, and models, and realized that styling was a great blend of the business of retail with the creativity and self-expression of being a creative entrepreneur.
YC: When did you start working on big campaigns like Ex. the Warriors x SF chronicles and GQ China? It’s incredible what you have accomplished at such an early age!
CR: Thank you! So much of my business has been built through networking. I’ve been lucky to work with amazing teams, and amazingly creative, talented people. I’m incredibly thankful to have worked with these people and am beyond indebted to those who have supported me and my business especially when I was first starting out.
It’s important to me to mentor and be involved with things like AAU and to hire young assistants, and make introductions. Those things helped (and always continue to help!) me so much, and I always want to help overs others build their career. I also believe that there’s enough work for everyone, and not to be overly competitive in an industry that’s notoriously cutthroat. If I can’t take a job, or a client isn’t a great fit for me or my schedule, I’m thrilled to know a group of amazingly talented other stylists that I’m more than happy to refer to clients to make sure they have a great experience, whether it’s with me or someone else.
YC: Why menswear styling? As a fashion stylist, I personally think that menswear it’s more challenging when it comes to fashion editorial but with commercial/personal styling might be more straight to the point, tell me about it?
CR: I became passionate about the menswear market while studying abroad in Florence during college. Pitti Uomo, a famous menswear fashion week and trade show took place during my time in the city, and I became intrigued by the community around menswear. So many of the men I saw were so dapper and elegant, but many relied on common wardrobe staples, or basics, to which they then added their unique touch. Pocket squares, shoes, socks, lapel pins, unexpected patterns, shirt cuffs – all provided subtle, unique elements to the wearer’s “total look”.
I love the menswear market because the key garments and styles don’t change as dramatically every season as much as they do in the womenswear market. The go-to pieces are consistently classic, and the wearer’s own personality, or the trends of the season, come out in subtle, more nuanced ways. I find that the looks are less about trends, and more about making the wearer feel confident, which is always what I love most about fashion – the chance to look and feel great while wearing the clothes. The person should be the focus, not the clothes they are wearing. But the clothes provide a compliment, and a point of confidence, to the person wearing them.
YC: When it comes to styling someone (personal styling) how do you create an outfit that relates to your client and not to your style? or do you add a bit of your personal style to give it the “Rooney signature”?
“IT’S NOT ABOUT YOU!” and “IT DOESN’T MATTER WHAT YOU LIKE.”
CR: When I was teaching at the Academy of Art, my take away lesson in every class was “IT’S NOT ABOUT YOU!” and “IT DOESN’T MATTER WHAT YOU LIKE”. Of course, your personal taste and aesthetic come through your work, but the priority is to serve your client. My goal is always, first and foremost, to make my client feel comfortable and confident. That has nothing to do with me, or what I like. I’ve built a business around a brand of styling that I’ve termed “elevated basics” – my clients come to me knowing I’m not going to put them in head-to-toe Gucci or the latest editorial trends.
I believe that a core of elevated basics can work for anyone, no matter their size, shape, coloring, or lifestyle, and that from there, we can work together to pepper in personal touches, things they love or are passionate about, their favorite colors and brands, etc. If I showed up and told someone what to wear, to wear their least favorite color or a sweater that was itchy to them, they wouldn’t feel like themselves.
My goal is that my client feels like them, the greatest, most confident them. It’s not about the clothes, it’s about that person feeling great. And that only shines through when someone is comfortable in what they are wearing.
“My goal is that my client feels like them, the greatest, most confident them. It’s not about the clothes, it’s about that person feeling great.“
YC: Tell me about your newest projects? I know you’re now living in Mexico. / How do you balance your marriage, working life and new projects? + basically starting a “new life” in Mexico?
CR: I recently relocated from San Francisco to Mexico City, a city that is diverse, bright, and incredibly design-centric. Much of this move was personally motivated (my husband grew up here, and we’re thrilled to be closer to family) but on the business side, I’m excited to meet and work alongside a community of incredible creatives here. The barrier to entry is lower here – it’s much less expensive to open something, start a line, develop a store, etc. which makes for a really exciting community to be a part of.
In terms of my newest projects, I’m not ready to share those quite yet, but I’m continuing to work with many of my wonderful clients in the Bay and will be flying back and forth a bit for commercial jobs and private client appointments.
When it comes to balance, I try to remind myself that everyone is doing the best they can and that the key is to prioritize. If you “don’t have time” that just means that you don’t want to give that thing/person/project your time. And that’s okay. You need to decide what gets your attention and when so that you are happy and continue to feel passionate and engaged with your work (and life!).
YC: What about family and friends?
CR: I make an active effort to limit my time on social media, and after 6p I try to put my phone away so I can enjoy time with my family. I’m a huge fan of FaceTime since I live so far from much of my family and so many friends, and it’s important to me to prioritize maintaining those relationships.
Sometimes I work really late or answer late texts or emails from my clients, but I try to only do that occasionally and not make a habit of it. I also try not to send emails over the weekends or late at night unless it’s necessary or in reply to a client because I want to respect other people’s time off.
Finding that balance and prioritizing is so important. When I first started, I worked really long hours and wasn’t around as much for my family and friends. As I’ve gotten more comfortable running my business, I’ve prioritized – I’m now able to say no to projects that I don’t want to take on and pick and choose my schedule to allow me to prioritize more time for my personal life. That’s certainly a conscious effort – just like anything it takes a lot of work (and I certainly don’t have it all figured out) but at this stage in my life, I’m excited to be doing something I love, but while prioritizing my family first and foremost.
YC: How is working in fashion different today than from when you started out?
CR: Things move really quickly because of social media! It’s incredible, the access that people have now to an industry that is notoriously closed off. When I started my business, no one knew what a stylist was (and that was only 5 years ago!) – now you can find out who dresses a certain celebrity, follow stylists, and watch fashion shows when before this access was limited to editors, celebrities, and buyers. It’s really incredible for people to have this kind of access!
It’s also amazing to be able to share your work so quickly and easily and to connect with other creatives. I love that I can quickly check out a portfolio or discover a new makeup artist or model just by clicking through credits or through an Instagram tag.
YC: If you could go back and tell yourself one thing before beginning your career what would it be?
CR: Work hard, be nice to people, and don’t be afraid when what you want changes. I never thought I’d live in San Francisco, and I never thought I’d move to Mexico City. Life is full of adventures, and sometimes things change or look different than you imagined, but what I’ve found, is that if you’re open to those changes, things tend to turn out even better than you even expected.
“Work hard, be nice to people, and don’t be afraid when what you want changes.”
Now that you already know about the life, and the projects that this amazing businesswoman has made throughout her journey as a model, fashion stylist, and entrepreneur, I recommend you to follow her on social media and check her website to see her latest and future projects, now that she is relocating in Mexico. I also recommend you to visit her business website Shop Padrisimo, where you can find CRS recommendations about unique brands around the world, chosen specially and only for you, fashion lovers!
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