Luisa Fernanda is a Mexican content creator who has gained a following on social media platforms like Instagram and TikTok thanks to her videos showcasing her dreamy, aesthetic lifestyle, which blends fashion, lifestyle, and perfumery. With over 11 years of experience creating content and now living in Madrid, she has established herself as a leading Latin influencer in Spain.
What role does authenticity play in an era where social media can feel very planned or artificial?
“I think that, unfortunately, we’ve reached a point on social media where everything can feel very planned. I’ve fallen into that myself sometimes. I wouldn’t say my social media is artificial, but I do try to show the prettiest parts of my life.
And I think that’s where authenticity plays a very important role: it helps keep me grounded in who I am. Because this job is beautiful; creating content and working on social media really can feel like a dream job, especially for those of us who love aesthetics, beauty, and sharing our vision of the world.
But if I don’t stay true to myself, it would be impossible to enjoy this magical work. So, for me, authenticity means staying connected to what I like, what I believe in, what I consume, and the way I see life. That’s what allows me to keep creating from a genuine place and truly connect with people.”
If you could go back to the beginning of your career, what advice would you give to the Luisa who was just starting out?
“I’d tell her: ‘Dance on TikTok during the pandemic and never let go of that platform.’ (Laughs).
But beyond that, I think I’d also tell her to be more organized and more disciplined. This is a beautiful job, but it’s also very fluctuating and volatile, so it’s important to have clear goals and think strategically about where you want to go.
I wish I had planned things more from the very beginning: thinking yearly about what I wanted to achieve, what baby steps were necessary to work with certain brands or build certain projects. That’s something I do much more now.
At the beginning of my career, I was always the kind of person who just went with the flow and embraced whatever opportunities came my way, and honestly, because of that, many opportunities and dreams I had always wanted came true. But I also believe that when you have a strategy behind what you do, everything can flow in a much clearer, easier, and more sustainable way.”
What motivates you to keep creating?
“I think what motivates me most to keep creating is documenting the beauty of this world. Yes, there are many difficult things happening all the time, but there is also so much beauty everywhere.
Especially living in a city like Madrid, I feel like we’re surrounded by inspiration all the time. I love sharing the magic of everyday life: a flower, a bee on a flower, the Madrid sky, sunsets, fashion… which also has something very magical and aesthetic about it.
And lately, I’ve also been talking much more about perfumery, which is one of my greatest passions. It excites me so much to share everything I’m learning and discovering about this artistic and sensory universe.”
What project would you like to pursue in the future?
“In the future, I would definitely love to develop my own perfume brand. It’s a project I’m now working on with much more strategy, determination, and clarity.
Perfumery is a universe I’m deeply passionate about. It also excites me because I still feel new to this world; I feel like I’ve only just dipped a toe in and still have so much to discover and learn.
I think many things are coming for me within the world of perfumery, and I’m very excited to see what blossoms from all the seeds I’m planting right now.”
How important are shoes in your daily life?
“Shoes are a key part of my daily life because, in the end, I feel like you walk in the shoes of the person you want to become.
That’s why I try to make sure they truly represent me and speak to both my style and my way of living. Maybe before I didn’t care as much about comfort, but ever since I moved to Madrid and started walking everywhere, that completely changed. Discovering the city on foot has been one of the most beautiful things this stage of my life has given me.
So, for me, shoes have to be beautiful and elevate an outfit, of course, but they also have to comfortably accompany me through all the steps and experiences of everyday life.”
What place in the world would you like to explore wearing your friulanes?
“I want to explore the whole world wearing my friulanes. But this summer, I already know they’ll accompany me through very special cities and places: obviously Madrid, probably Paris, also Milan, and at the end of the summer, Mexico.
I love the idea that shoes can also become part of your memories and of the cities you discover while walking.”
What would your perfect Cayumas look like?
“My perfect Cayumas would be a pair I designed together with Ana.
Obviously, they would have to have a bow. They could be black, baby blue, or maybe pink… And if they didn’t have a bow, I think I’d love for them to have some romantic detail, like a fabric rose. I don’t know. I’ll just leave my proposal here.”
