Erea Louro, stylist and communicator who marked a before and after in digital fashion in Spain. She understands fashion as culture, elegance, and art. Her book “Style Icons: From Cleopatra to Zendaya” has established her as one of the most inspiring voices in today’s scene.
How did your passion for fashion begin, and what led you to turn it into your profession?
“I believe my passion for fashion started even before I knew it could become a career. As a child, I’d spend hours flipping through magazines, caring more about what the characters were wearing than what they were saying. Then came launching a blog, social media, the first makeshift outfits I pulled together with whatever was around… and, before I knew it, I was building my own language through clothes.
Turning it into my profession was more of a gradual process. I studied communications and was always interested in the interplay between fashion, art, and visual storytelling. Later on, I signed up for a styling course, and before I knew it, I was completely immersed. It wasn’t a premeditated decision it was more a natural outcome of everything I loved and that came intuitively.”
How would you define your personal style?
“I think my style is somewhat contradictory, like almost anything I’m drawn to. I’m attracted to delicate things, but also to pieces with character; to simplicity, yet with an unexpected gesture. I’d say it’s a mix of special pieces and more basic ones, with a vintage air but without feeling like a costume. I enjoy playing with references, mixing garments that might not seem to go together, but that, when paired, tell a story.”
What value do you believe craftsmanship holds today on social media?
“I believe craftsmanship holds something that social media can’t fully replicate: time. The time it takes to make something by hand, to consider a garment, to embroider a detail, or to dye a fabric. That slow, almost stubborn pace clashes head-on with the fast scroll and algorithm logic. But precisely because of that, it holds so much value.
In an environment where everything tends to look the same, craftsmanship becomes an almost symbolic gesture. It speaks of identity, of skill, of care. And although it may seem to go unnoticed among so much stimulus, I do think more of us are seeking that truth in imperfection, in what isn’t mass-produced.
Additionally, when something handmade is presented well on social platforms, it moves you in a different way. You can feel there’s soul behind it and that connection matters.”
You published the book Icons of Style: From Cleopatra to Zendaya. What inspired you to write it? And who are your three style icons?
“The idea was born from an obsession I’ve carried since I was little: watching how people dress and wondering why. I’m incredibly intrigued by how style can communicate things even when we don’t intend to say anything. And especially how public figures from Cleopatra to Zendaya have used clothing as a tool of power, expression, and contradiction.
I wanted to write a book that talked about fashion without just discussing clothes. About history, politics, bodies, images. And also to do justice to many women who have been style icons even though nobody ever named them as such.
I have many icons, but three of my favorites are Carolyn Bessette Kennedy, Alexa Chung, and Diana Vreeland. All three are included in the book.”
What exciting projects are you working on now or have coming up?
“Right now, I’m focused on continuing to create content that contributes, that has meaning, and that connects with people beyond momentary trends. I’m especially excited about having launched a personal newsletter where I try to reclaim a more human, more intimate side something I feel has been lost on Instagram. A space without filters or algorithms, where I can share from a different place.”
What is your favorite hotel?
“One of my favorite hotels is the St. Regis Mardavall in Mallorca. It’s an oasis of peace and quietly refined luxury one that doesn’t shout, but you feel it in every detail. Surrounded by nature and with incredible sea views, it’s the kind of place where you arrive and instantly breathe differently. Perfect for truly disconnecting without giving up on beauty.”
How important are shoes to you in your daily life?
“I think shoes can completely transform a look… and even your mood. In my daily life, I need them to be comfortable, yes, but also to have that special touch that makes you feel more like yourself. I don’t know if everyone understands this, but there are days when I just put them on and my mood seems to shift. As if they reconnect me with my best version.”
Which place in the world would you like to explore while wearing your friulans?
“Lately, I'm more interested in revisiting places I’ve already been and that have made me happy than discovering brand-new ones. So I’d say Portugal. I'd love to travel through it wearing my friulanas. I think they're perfect for everything: walking, having dinner, getting lost in a bookstore, or spending hours in a café looking at the sea. They have that comfortable and stylish vibe that fits with Portugal’s light and its kind, beautiful melancholy.”
