How did you get into blogging?
I started blogging in 2006 as a side project. I was just starting out in advertising as an Art Director and my hours were pretty insane working on a pitch or client work. I craved a creative outlet where I could be inspired by what I was passionate about so I just made it for myself.
How would you describe your style?
My personal style has evolved over the past years. I’ve experimented with lots of trends and proportions, but I found that masculine tailoring and classic feminine touches on an outfit are really my favorite things to wear.
I’m pretty sure I love the tomboy look because I grew up running around with my brothers and their friends when I was younger, so those types of clothes just feel very natural to me.
What inspired you to start your blog?
I was inspired to start 12:04 because I wanted to be inspired. Every morning I get up with the same confusing question: What the hell am I going to wear today?
Documenting my favorite looks and outfits on a blog has definitely helped me figure it out in the morning, when I apparently suffer from a twisted form of sartorial amnesia.
Where are you from?
I was born in Mexico, but grew up in Los Angeles, and I moved to the Bay Area for college. I went to UC Berkeley and absolutely loved the Bay Area culture, so I decided to stay!
Who are your biggest style inspirations?
My style inspirations are so diverse it’s hard to pinpoint who or what has the most influence on my own style. One day it’ll be the usual suspects (Alexa Chung, Miroslava Duma, Jenna Lyons), and another day it can be a piece of art or an amazing interior design look I saw on Pinterest.
Fashion to me is just an arrangement of colors, textures, and proportions, so I find inspiration from various creative disciplines, like music, design, movies, street style, runway shows, etc.
What do you do in your spare time?
In my spare time I prefer to hang out at home. Boring, I know! But I love having people over, reading books, or just lounging around in my pajamas all day watching trashy television while I plot my next travel adventure or blog post.
What are 3 items in your wardrobe that you could not live without?
I think a jacket or coat can completely change a look, so I’d have to say my favorite items right now are my black tailored J. Crew blazer, my cocoon Isabel Marant Étoile overcoat, and my quilted leather All Saints jacket.
Where are your favorite places to shop?
My favorite shop right now is MatchesFashion.com for online shopping and Barneys New York for in-person browsing. I’m very picky when it comes to shopping because when I go shopping I’m usually looking for a particular item that will fill a hole in my closet. Right now that piece is a tweed jacket. I’ve got my eye on a great MSGM one, but the price is still too outrageous so I’m holding out for a promo code.
What are your makeup and beauty must-haves?
I’ve simplified my beauty routine drastically in the past couple years. I think Aveda has some amazing skincare products that I swear by after seeing how much their products have cleared and toned my skin.
I try not to rely on makeup or products to keep my skin healthy, so drinking water and eating healthy is also a huge factor in my beauty routine.
What is your favorite outfit at the moment?
My favorite outfit of the moment an all black ensemble: a pair of slouchy Theory trousers, a boxy Zara top layered over a Carven detachable collar, my Kathleen Whitaker staple and chain earrings, and my Tibi embellished mules.
What do you think are the biggest fashion hits of the season?
I think the return to minimalism is my favorite thing about fashion right now. It’s all about editing your look and opting for less.
More often than not, the results of are clean and effortless. Who wouldn’t want that? A couple months ago fashion was about “more is more,” which was super unrealistic in the long run, so it’s no surprise that the supremely minimal is such a breath of fresh air now.
What’s your favorite thing about being a fashion blogger?
One of my favorite things about blogging are the comments and compliments I’ve gotten through the years. It’s really amazing that someone would take time to email me or leave a comment, or even (give me shout out or press!).
Every time I get an email or comment I want to do right by the effort someone has taken and reply thoughtfully.
What is the biggest challenge about fashion blogging?
Honestly, one of the biggest challenges about blogging is not getting caught up in the blog machine.
At the height of my blog’s popularity it became difficult to respond to every opportunity, email, comment, or request. It was very much like a second job. And while it was exciting at times, I began to feel like I was losing touch with what made my blog authentic. So I realized that the only way I would want to continue blogging is if I scaled back and focused on content that was truly me. That meant only posting when I wanted to, about what I wanted, declining things, and taking a firm stance when partnerships weren’t going to work for my blog.
Where would you like to see your blog go in the future?
I think blogs are in a funny transition right now, and many people believe they are on their way out. I think blogs will always have a place in people’s browsers as long as there are always people finding new and creative ways to interpret runway fashion.
Fashion can be seem very unrealistic or overwhelming, but I believe that when blogs are really great is when they can breakdown a way to wear trends in a very natural, affordable, and easy way.
What advice would you give to anyone who wants to start a fashion blog?
I’ve been blogging for such a long time that the number one thing to remember is to have fun while you’re blogging. Anything other than genuine love for what you’re posting about will definitely translate in the post.
Where do you get ideas for your posts?
Ideas for posts are whatever comes to mind. If I want to talk about the items in my shopping cart on MatchesFashion.com, then that becomes and outfit post. If I’m thinking of cutting my hair, a mood board is usually involved.
My blog started as what inspires my personal style, so I like to stay true to that point of view.
What kind of music do you listen to and who are your favorite bands/musicians?
My music taste depends on my mood. Right now I’m really into Sohn, Banks, alt-j, and Glass Animals. I love going to shows, and the only one I haven’t seen from those four I’ve mentioned is Sohn.
How would you describe “fashion”?
I think fashion is about confidence. It’s wearing whatever makes you feel amazing, regardless of brand or label.
Visit Olga’s blog on: http://twelveofour.blogspot.com/
Edited by Josie Cabrera.