Sofia Daguano shared their story and experiences with us recently and you can find our conversation below.
Sofia, so good to connect and we’re excited to share your story and insights with our audience. There’s a ton to learn from your story, but let’s start with a warm up before we get into the heart of the interview. What do you think others are secretly struggling with—but never say?
Happiness!
I once heard someone ask, “Has anyone ever asked you if you’re happy?” And honestly, it really stuck with me. We can have long conversations with people—talking about life updates, work, routines, diets—but how often does someone actually ask, “Are you happy?”
I believe many people secretly struggle with happiness, but rarely talk about it. It’s something we tend to push aside, treating it as if it’s not a priority. And what makes it worse is that we often forget about it completely—we forget to check in with ourselves and ask what truly makes us happy.
Happiness should be part of our daily reflection, even if it’s just for a few seconds. It’s easy to overlook, but I think we forget about this word—and this feeling—far too often.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Sofia Daguano, a fashion stylist originally from Brazil and currently based in Miami. I specialize in wardrobe styling for advertising campaigns, fashion editorials, commercials, and cultural productions. I’m also a proud member of the IATSE Local 477 union, working across major productions as a wardrobe stylist and costume professional.
As a freelancer, I like to say that I am my own brand. Being a freelancer means investing in yourself, your marketing, your visual identity, your results, and your reputation. It requires discipline, strategy, and creativity, just like running a company. We don’t just deliver creative work; we manage everything from the business structure to the execution, and that’s something I take pride in every day.
What makes my work special is the ability to tell visual stories through clothing and aesthetics. Whether I’m curating a look for a TV commercial or developing concepts for a photoshoot, my goal is always to translate identity, culture, and emotion into style.
Right now, I’m focused on expanding my portfolio internationally, collaborating with brands that value creativity, precision, and storytelling—and also working more in film and television productions, which is a space I’m excited to grow into.
Amazing, so let’s take a moment to go back in time. What did you believe about yourself as a child that you no longer believe?
It’s funny, when I was a kid, I used to tell my mom that I couldn’t wait to be 30. I hated school, didn’t enjoy studying, and truly believed that being an adult meant freedom from all of that. I thought grown-ups had it easy because they didn’t have homework or have to wake up early to go to school every day. In my mind, adulthood was the ultimate escape.
I still remember my mom saying, “Enjoy this time, once you grow up, everything gets harder.” And of course, I didn’t believe her. But now, at 32, I understand exactly what she meant.
Back then, I also believed I could handle everything, that I could take on the world and have full control over every outcome. But life teaches you otherwise. You learn that not everything is within your control, whether it’s work, relationships, or life in general. And trying to carry the weight of things you can’t control only leads to frustration and burnout.
What we can do is focus on what’s within our reach, our effort, our mindset, and how we show up in the world. That’s where real power lies. The rest…we have to learn to let go.
The good part is: with every challenge life throws your way, you gain a new lesson. When we’re kids, the smallest setback can feel like the end of the world. But as adults, we realize that setbacks are part of the journey, and we become more resilient. Life doesn’t necessarily get easier, but we do get stronger, wiser, and a little more prepared for the next round.
What fear has held you back the most in your life?
The fear of not succeeding.
I can’t count how many opportunities I’ve missed in life simply because I assumed they wouldn’t work out, even before trying. I won’t say that fear is completely gone, but today I’ve learned to manage it better.
As a kid, I wouldn’t join ballet or swim competitions, not because I didn’t want to win, but because I didn’t even believe I could do the minimum. I lacked the confidence to step into the challenge (another fear that held me back), and I deeply regret it. There’s nothing like the feeling of being part of something competitive, of pushing yourself and standing among the best, even if you don’t win.
This fear still shows up today in my work. Sometimes, I hesitate to take on a big project or a new role because I wonder, “Will I really be able to handle this?” And of course, sometimes things don’t go as planned but I’ve learned that if it doesn’t work out, it’s not the end. The real question becomes: “What’s next?” What did I learn? How can I grow?
If there’s one thing this fear has taught me, it’s that I missed out on many meaningful experiences because I let the fear of not succeeding speak louder than the desire to try. And that’s something I never want to let happen again.
Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What are the biggest lies your industry tells itself?
The biggest lie is: “Fashion is glamorous.” That’s just not true—or at least, it depends on what part of the industry you’re in. In fashion and audiovisual production, glamour is rarely part of the reality. What you find instead is grit and hard work. You need a strong stomach to handle the stress, rude or difficult personalities, unrealistic deadlines, and endless hours on your feet.
Whether it’s backstage at a fashion show, on set for a commercial, film, or editorial, it’s intense. And honestly, unless you’ve spent at least three solid years working in this industry, you have no idea how demanding it truly is. There’s a common misconception that anyone can be a stylist, assistant, photographer, director, videographer, producer, or makeup artist. But the truth is, these are highly technical jobs, and the day-to-day work is nothing like a student project. It takes real expertise and resilience to make it here.
Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. If you knew you had 10 years left, what would you stop doing immediately?
Honestly—nothing.
I wouldn’t stop anything. I feel fulfilled doing what I do, and I’m proud of the path I’ve built for myself. I’ve worked hard to be in a place where my career aligns with my passion, and every project, every challenge still excites me. If
I only had ten years left, I’d want to keep growing, keep creating, and keep surrounding myself with the people and experiences that inspire me.
On the contrary, I wouldn’t stop because I would want to use those 10 years to build a legacy, something meaningful that stays behind and speaks for me, my work, and the energy I brought into the world. I’d want my story, my passion, and my dedication to be remembered among everyone I’ve worked with and inspired.
Contact Info:
- Website: https://www.sofiadaguano.com
- Instagram: https://www.instagram.com/sofdaguano/
- Linkedin: https://www.linkedin.com/in/sofia-daguano-2655b28b/
- Other: TikTok: https://www.tiktok.com/@sofdaguano?_t=ZP-8xYo9BjwkQx&_r=1
