Fashion and the Art of Storytelling: An Interview with Brazilian Stylist Sofia Daguano

Sofia Daguano (photo credit: Juan Moreno Bianchi)

Born and raised in São Paulo, Sofia Daguano’s fashion journey began early, immersed in her family’s boutique and her mother’s work as a visual merchandiser. After honing her creative direction skills with a degree in Marketing and Advertising, Sofia’s career took off in Brazil, assisting top stylists before establishing herself as a lead stylist. Now based in Miami, her minimalist yet bold aesthetic has earned her features in major publications like Vogue and Harper’s Bazaar, alongside high-profile campaigns for brands like Paramount+ and Manolo Blahnik. Miami Living Magazine sat down with Sofia to learn more about her creative process and what’s next in her ever-evolving career.

Photo credit: Juan Moreno Bianchi

Miami Living (ML): Sofia, growing up surrounded by fashion with your family’s boutique - that actually introduced rare Levi’s jeans to Brazil in the 90’s! - and your mom's skills in visual merchandising, it sounds like style was in your DNA. How do you feel those early days shaped your vibe as a stylist today?

Sofia: Growing up in my family’s boutique, I was constantly surrounded by fashion. My mom had an incredible eye for visual merchandising, and she taught me how to recognize quality—checking seams, fabrics, fit, and finishes. We spent so much time in malls that it became second nature to me. I’ve always loved going to the mall, so I guess I ended up in the perfect profession for myself—lol!

Introducing rare Levi’s jeans to Brazil in the '90s showed me that fashion is more than just clothing—it’s culture, exclusivity, and storytelling. That experience shaped my styling approach today. I love mixing timeless classics with statement pieces, blending high and low fashion, and ensuring every look tells a story. More than anything, it gave me the confidence to push creative boundaries while staying true to authenticity.

I also remember how my mom used to style all kinds of looks—boho, minimal, classic—which opened my eyes to the endless possibilities in fashion. It taught me that you can have your own unique style while still working with different aesthetics, as long as you never lose your essence.

Photo credit: Victor Daguano

ML: From assisting the best stylists in Brazil to taking the lead on your own projects—what was that shift like for you? Any particular moments or lessons that made you think, "Okay, I’ve made it"?

Sofia: Omg, YES! I think any creative stepping into a lead role can relate to this. The transition from assisting to taking on your own clients is one of the hardest phases in a freelancer’s career. When you’ve been an A+ assistant for so long, you know it’s time to step up—but actually making that shift feels like walking a tightrope.

As a freelancer, you reach a point where you’re ready to lead, but you still get offered assistant jobs and referrals, making it difficult to choose your next step. If you keep accepting assistant jobs, the industry will continue to see you as an assistant rather than a lead stylist. However, you may not yet have enough of your own clients to fully sustain yourself and be the lead. This can feel terrifying because, for a moment, it seems like you’re in limbo—not assisting, but also not yet fully booked as a lead stylist. It’s a tricky space to navigate. But to grow in the direction you want, you have to commit. People need to recognize you as a lead stylist, not just an assistant, so choosing your path is essential.

That said, I truly believe everyone should assist before becoming a lead stylist. Assisting is invaluable—it teaches you the details, techniques, and behind-the-scenes process that you can’t learn any other way. But once you’ve mastered those skills and understand the full process, it’s time to take that leap, trust yourself, and start building your own journey. It’s scary, but it’s worth it!

Photo credit: Jodi Jones

ML: You’ve worked with some huge names—Vogue, Harper’s Bazaar, L’Officiel Brazil. What’s the one shoot that sticks with you the most, and why was it such a game-changer for you creatively?

Sofia: The shoot that sticks with me the most was for L'Officiel Brazil, shot in Paris during Paris Fashion Week in February 2024. I had the incredible opportunity to style Brazilian fashion influencer Catarina Tourinho, and the team on this shoot was amazing!

I remember every detail—it was freezing, and we had to use warming pouches under Catarina’s outfit and inside her shoes just to keep her warm. Her look was truly extraordinary—a one-of-a-kind showpiece of the Summer 2024 collection that had never been worn by any other influencer or celebrity before. It was designed by Lenny Niemeyer, a renowned Brazilian swimwear and resort brand.

The standout feature of the look was its intricate fringes made from natural straw, sourced from the Buriti Brazilian palm tree. The straw is carefully extracted, spun into thread-like strands, naturally dyed, and then woven into the final piece. It was such a delicate and statement-making design, and transporting it all the way from Brazil to Paris required extra care—it took up a significant amount of space in our luggage to ensure it arrived safely.

It was truly a memorable moment, and I feel so grateful to have been part of it.

Photo credit: Igor Melo

ML: Your style is this perfect blend of minimalism and bold statements. When you’re putting a look together, what’s your secret to keeping things simple but still making a major impact?

Sofia: I think the key to keeping things simple while still making a major impact comes down to two things:

1. Balance – More isn’t always better. Every piece in a look should be thoughtfully curated to fit the overall aesthetic. Even when working with extravagant references, everything needs to come together harmoniously. Fit, color balance, and symmetry play a huge role in my decision-making. Shapes are also crucial in ensuring that the look complements the model’s body, creating a visually balanced and cohesive image.

2. A Strong Team – Styling isn’t just about the clothes; it’s about collaboration. The photographer, model, and makeup artist all play a part in bringing a vision to life. It’s important that they understand my style and that their artistic approach aligns with mine. When the whole team is in sync, the final result is elevated, and the impact is much stronger even if the styling or look is pretty simple.

Sofia Daguano (on set) (photo credit: Juan Moreno Bianchi)

ML: You’ve talked about creating "visually compelling narratives" in your shoots. Can you share an example of a shoot where you really felt like you nailed that storytelling aspect? What was the concept, and how did everything come together to tell that story?

Sofia: Honestly, I feel this way about almost every commercial shoot I’ve worked on. When we shot TV commercials for Hard Rock Hotel and Casino, Paramount+, and various other brands, I had this exact feeling. The transformation from what happens behind the scenes to the final product is just mind-blowing.

Commercial shoots involve a massive team—there’s a script, a storyboard, a creative director, a director, and so many moving parts that come together to build the final vision. Every little detail, from wardrobe to set design to lighting, plays a role in making the story feel authentic. And, of course, the talent’s acting brings everything to life in a way that still amazes me.

One of the moments that always gets me is when I watch the monitors during filming. Seeing the actors in full wardrobe, stepping into their roles, and watching the entire production unfold in real-time—it feels so real. That’s what makes me so passionate about visual storytelling. It’s also why I’d love to work on a TV show or movie one day. Being able to help bring a character to life within a specific context is an indescribable feeling, and when you finally see the finished piece, it’s just pure magic.

A fun fact is that sometimes when I’m on set, I send my mom the review shots from the director's monitor, and every single time, she comments on how insanely real it looks—like an actual moment in real life. It always blows me away too, and I guess she gets it just as much as I do—lol!

Photo credit: Juan Moreno Bianchi

ML: You made the big move from Brazil to Miami—what’s that transition been like for you, both on a personal level and as a creative? How has the city influenced your work and style?

Sofia: The transition from Brazil to Miami was a big one. It was my first time moving away from my home country, and luckily, I had my partner with me. Without him, I’d say it would have been much harder. São Paulo is very different from Miami—it has a fast-paced energy, almost like a bigger version of New York City. So at first, Miami felt like a vacation every day until we got used to it. Now, we absolutely love it.

I still feel like a part of me belongs in New York someday, but Miami has truly won my heart. I love how much the city has grown, especially after COVID—fashion, gastronomy, media, and art are all expanding in incredible ways. It’s breaking the stereotype that Miami is just about floral shirts and beaches—it’s so much more than that.

The creative industry here is small and tight-knit, which means that everyone knows each other, making it a great space to share ideas and collaborate. We love this aspect because co-workers often become friends, creating a strong creative community.

After six years in Miami, I do sometimes feel like I need a little push for my creative side, since the city’s overall aesthetic isn’t always aligned with my personal vibe. But I still find ways to incorporate my vision into my work. The best part about Miami is its cultural mix—honestly, that’s what makes it such a great place for creatives.

In Brazil, this wasn’t really a thing. I never had friends from different countries, and everything was in Portuguese. Now, in Miami, I speak Portuguese, English, and Spanish all in the same day! The amount of cultural diversity here is insane, and that exposure is priceless for my creativity and growth.

Photo credit: Juan Moreno Bianchi

ML: So, what’s next for Sofia? Any exciting projects or collaborations on the horizon that you’re pumped about? What’s the next chapter in your styling journey?

Sofia: The next chapter of my styling journey is always a surprise—and that’s one of the most insane parts of being a freelancer. We never truly know what’s next, but we do know how much effort we need to put in to keep growing and evolving in our careers. Every opportunity opens new doors, and I’m always pushing myself to move forward and take on new challenges. The people you meet, the work you put in, and the risks you take all contribute to shaping your career.

One major milestone I’m really excited about is my acceptance into the 477 Union as a wardrobe stylist. This is a huge step for me because it brings me closer to working on movies and TV shows filmed in Florida—something I’ve always wanted to be a part of. The idea of contributing to character-building through fashion in film and television is a dream, and I can’t wait for that moment to happen.

It seems a cliche, but it's true, your success is truly built on the energy, dedication, and creativity you bring to the table. It’s insane to look back and see how far I’ve come, knowing that every step has led me to bigger opportunities.