Michael On



With her carefree attitude, sun-kissed skin and laid-back style, Julie Sarinana is the epitome of California cool. “LA is a huge part of who I am. It’s super boho, effortless, beachy, with a little bit of sporty thrown in,” says Sarinana while perched on a sumptuous couch against a shabby-chic backdrop of white brick in her spacious office in the heart of Silver Lake, L.A.’s answer to Brooklyn’s Williamsburg. 


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The Internet’s It girl, known best to the style set as Sincerely, Jules, has been blogging since 2009. Ever the effortless dresser, Sarinana has perfected the art of mixing glam runway styles with more casual street-smart pieces. Think pencil skirts with sneakers, polished blouses with distressed denim and bold print-on-print pairings. Every look, even if there are sneakers involved, channels carefully cultivated, instantly desirable polished ease. All the vivid photos set against striking backdrops on Sincerely Jules have garnered Sarinana a global audience.

Born in Mexico and raised in L.A., Sarinana has always had an artsy sensibility. While attending the Fashion Institute of Design and Merchandising in L.A. she was set on becoming a stylist, but soon realized she wanted a career with a more personal focus. “I’ve always been a fan of fashion, art, and design so [blogging] just came naturally,” says Sarinana. Making blogging a full-time job was a matter of persistence, consistency and discipline. “The blog has come a long way and I’ve loved every second of it….When I get really sweet fan mail, it makes me realize that what I do can really inspire someone. It’s amazing,” says Sarinana.


A typical workday at Sincerely, Jules is daydream-worthy. Mornings might be spent scouting locations for just the right backdrop to complement Sarinana’s eclectic ensembles. Afternoons are packed with meetings, showroom visits and coffee breaks at one of her favorite Silver Lake spots, Casbah Café. Photo shoots usually happen at sunset, when LA light is at its best. Whatever she’s up to, she dresses for comfort. Sarinana says: “I feel comfortable when I’m in a pretty dress and a pair of sneakers, because that’s my lifestyle here in L.A. You have to run around, you’re on the go. I think people like that I don’t have to always be dolled up.” For today’s Michael Kors shoot, she chose a zebra-print sweater, coated black skinnies and logo high tops. The look is perfectly laid-back, but the rock-chic accessories, a crossbody with grommet details and an oversized watch, lend signature edge. 


When the workday wraps up, Sarinana is ready to play. “I like to throw on my leather pants, put on red lipstick and put my hair up in a messy bun. And I like to glam it up with at least one piece that I’m wearing,” she says. Tonight it’s the cozy black fur vest that’s perfect for keeping the chilly L.A. night in check. 

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Shot By - Video: Marcel Wepper, Inc.
Photos: Temoc Gonzalez
Location - Los Angeles, CA
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