By Giulia Piceni. Cover image courtesy of Caterina Pendola from the fashion shooting Under Your Influenza (2024).
Caterina Pendola, a talented fashion stylist and creative director, has always had a keen eye for detail and a natural inclination towards fashion. From a young age, she was captivated by the art of dressing and the ability to express creativity through fashion styling. In this interview, Pendola takes us behind the scenes of her professional journey, revealing the pivotal experiences that have defined her style and the challenges she has faced along the way.
How did your fascination with fashion styling arise?
I think my fascination with styling comes from observing. I have always stopped to observe things and people. I like to see, understand and appreciate what surrounds me – from the simplest to the most fascinating things. I have always enjoyed dressing myself and others. I think that is where my passion for fashion styling becomes more evident.
What past experiences shaped your current style?
I’ve always been passionate about fashion. I studied Clothing and Textile Design in Buenos Aires and later pursued a degree in Fashion Production and Styling. In my final year, I worked as a clothing designer for an Argentinian brand and as a fashion stylist assistant and community manager at a communication agency. I discovered my love for fashion styling and production, finding immense satisfaction despite the hard work. After a year, I left my design job to focus on styling and creative direction. Before moving to Florence to study at Istituto Marangoni, I also styled and designed costumes for music videos and concerts, combining my interests in fashion, music, and friends.
In your opinion, what are the three key aspects that a fashion stylist should always possess?
I think the most important qualities for a fashion stylist are originality so you can stand out and be relevant when creating, and adaptability, so you can work with different brands and styles without losing your personal essence or the client’s / brand’s identity. Lastly, empathy and camaraderie are crucial aspects for individuals in this industry, especially since we always work in teams. It is very important to provide and receive support in this field.
How did the Master at Istituto Marangoni Firenze enhance your skills and reveal new interests?
During my Master’s programme, I especially improved my skills in multimedia tools. I also gained greater knowledge in the field of research methods, which allowed me to become more analytical when creating and proficient in justifying my decisions. I discovered a strong interest in graphic design, and I really enjoyed it. I have also found my personal style and aesthetics.
Could you give us a little insight regarding the latest photoshoot that you’ve made?
This photo shoot was inspired by a research book about an artist presented in class by Alexandra Saushkina. The artist, Lee Jinju, paints portraits of people, bodies and hands. In my analysis of the artist, I focused on how the hands are presented as a mirror reflecting a person’s memories, dreams and consciousness. The human body is depicted as a vessel of emotions, intended to express them. From here, the idea of twins, conjoined twins, or soul mates emerges as a reflective act, like an extension of one’s own body in that of another. In the photo shoot, I sought to express this through a certain intimacy created through styling, poses and location. I chose to take the photos in a white room in my house because there is nothing more intimate than a white room. There, everything is said without saying anything.
Are there any other projects that you are mostly proud of?
I often find myself being self-critical when reviewing my projects. I always feel like I could change something to improve them, but I am very happy with several of the photo shoots that I’ve done both professionally and during my studies. Right now, I am very proud of the work I did for my thesis, collaborating with Argentinian brands. The shoots took place just a few days ago, so they haven’t been released yet.
What is the main struggle on set, and what brings the thrill while shooting?
On set, obstacles are inevitable, whether it’s a missing team member or a forgotten accessory. Recently, I faced a major issue while producing an editorial for an Argentinian brand on Isola d’Elba. Our team of seven was driving from Florence to the Piombino Marittima ferry when one car wouldn’t start. We had less than twelve hours before the shoot. After a few frantic calls to the rental agency and a tow truck, the issue was resolved in three hours. It was stressful but also fun. Staying calm, enjoying the process, and solving problems is key. The thrill of working against the clock and the adrenaline rush are incredible.
What awaits you in the next working future?
In the near future, I would like to gain more work experience in a communication and creative direction agency of a larger organisation to continue learning and seeing how larger businesses operate. Ultimately, my goal is to create my own communication agency, providing comprehensive services to brands. This would include everything from managing their social media presence to branding, as well as handling communication in editorials, campaigns and visual content.
