'FASHION' COVER EDITION - MARCH 2025 ISSUE
Paula Oly is the star of the FASHION edition of Hooks Magazine, and her journey reflects the essence of fashion: transformation, resilience, and self-confidence. With 25 years of history in Italy, she has built a remarkable career, overcoming challenges that shaped her perspective on the luxury market and the role of women within it.
Initially, her passion was focused on Italian art and culture, but the paths of life led her to a new reality. The true fresh start came years later, when she realized she wanted more than the routine she was living. With courage, she faced personal and professional challenges, redefining her purpose and finding fashion as a space to express her expertise and sophistication.
In the competitive luxury sector, Paula knew how to position herself strategically. For her, excellence is the differentiator that breaks barriers and creates space, regardless of origin or age. Her work led her to collaborate with major names in Italian fashion, including prestigious brands like Gucci, and to work directly with influential figures in Italy's political and business spheres. Recognition came over time, with a significant appreciation for her work, the result of dedication and continuous improvement.
Professional maturity also brought a new mission: to strengthen women's self-esteem, especially after 40. Realizing the lack of discussion about female empowerment in certain contexts, Paula published books and began addressing the subject in depth. Her approach combines image and psychology, showing that success is not just about appearance, but about confidence and clarity of goals.
Paula also carries with her the conviction that knowledge is the key to any transformation. Since receiving the advice that studying changes the way people are seen and respected, she made education a priority in her life. Today, she takes pride in sharing her knowledge and witnessing the impact of her experiences in different cultures.
The future holds ambitious plans: expanding her work to Brazil, bringing inspiration and motivation to both men and women who wish to evolve. In addition, she will continue to speak about Self-esteem & Image at events in Italy, contributing to the growth of a more open and inclusive mindset in the fashion world.
Interview with Paula Oly:
1: You’ve lived in Italy for 25 years. How was the immigration process and starting over from scratch? What were the biggest challenges and lessons learned along the way?
In reality, I didn’t start from scratch when I arrived. I came to study Italian Art and Culture; my dream was to work in an art gallery, but then I fell in love with an Italian and took other paths. The real fresh start happened years later, when I decided I wanted more than what I was living. Life couldn’t just be that.
So, after a divorce, I put my pain in my pocket and started from scratch. Many challenges, but unquestionably important lessons for personal growth.
2: Working in the luxury sector as a foreigner requires constant adaptation. How did you position yourself in this market and what were the main obstacles you faced?
The fashion sector in Italy is truly enchanting and rich in opportunities — incredibly rich. I always think there’s room for everyone, and I strongly believe in honesty and the importance of fighting for what’s yours, without stepping on anyone.
It’s a beautiful multi-ethnic industry where I’ve never experienced xenophobia — never. I positioned myself with excellence in delivering my work. I studied extensively and continue to study to always stay one step ahead and know what to offer my clients. We’re talking about politicians and influential figures in Italy, as well as high fashion companies like Gucci, for which I worked in 2024 and, due to scheduling conflicts, had to exclude in 2025.
3: Ageism in fashion is still a very present issue. How do you view this reality, and what do you think can be done to change this mentality in the industry?
Ageism exists in fashion, but in certain sectors, like for models. In others, age and experience are considered valuable.
I started working in fashion after 30, exactly thinking: "What can I do that will be valued at my age?" I also believe that any prejudice can be broken with excellence in delivery. In fact, over time, my work saw a 300% increase in value compared to the beginning.
The rest is history and a waste of time. I don’t like to waste time worrying about what others are or aren’t doing — I just go ahead and do it.
4: You've spoken a lot about women's self-esteem after 40. What motivated you to address this topic, and what impact do you hope to create for the women who follow your work?
Years ago, I took a positive psychology course to further enhance my luxury consulting work, connecting image and psyche. I believe self-esteem is the foundation for anyone’s success in life, as long as it's built on concrete goals.
Additionally, I published two books on the subject and received a great response, especially from women, revealing a significant gap in this area. Italian women are still far behind us, Latin Americans, when it comes to female empowerment. There's still a long way to go here.
My goal is to inspire through my life experiences, without wanting to indoctrinate or tell anyone what’s right or wrong. Nothing is absolutely right or wrong — it all depends on what you want for your life. Without a doubt, self-esteem is the foundation for a happy life, both with yourself and with others.
5: You've published books and always emphasize the importance of studies and professional development. How has education influenced your journey, and why do you consider it essential in your field?
More than twenty years ago, I received the best advice anyone could give:
"Study. People will respect you more, you'll be seen differently, and you'll have the ability to think better and solve your problems more efficiently..."
I carry that advice with me for life. For me, studying is of fundamental importance — not only to be a more capable professional but also to become a better human being.
Even after so many years here, I still get emotional when I enter a room and, many times, am the only foreigner, yet I see people stop to listen to what I have to say. It’s incredible and a great source of pride for me.
6: What are your plans for the future? Are there any new projects, books, or initiatives you’d like to share?
My plans for the future are ambitious and exciting. I want to scale further in my sector and invest in new areas. I’m exploring new possibilities and aim to take my work to Brazil. I believe this is the right time to inspire and motivate both men and women in my home country.
One of our greatest qualities is the immense desire for change and evolution, and it will be an honor for me to plant seeds in fertile ground.
This spring, starting on March 30th, I have several events scheduled in Italy where I’ll speak about Self-esteem & Image. It’s a pride to lecture not only in another language but also to contribute to enriching a culture that, though slowly, is opening up to new perspectives.
A challenge accepted!
Comentarios