Why I Switched from Personal Brand to Personal Purpose.

I stopped thinking about my personal brand and started working on my personal purpose instead.

The deeper I went into my own self-discovery journey, the more I realized: Compartmentalizing who I am in my work and who I am in life didn't make sense anymore. Now I ask myself:

• How does my purpose show up in the way I work?

• How does it shape the way I live?

Being a PR requires you to develop an artful skill of shaping brand identity & public perception—with press features, social media and polished personas. In an era where we are utterly obsessed with authenticity, I love inviting brands to sink deeper in their purpose. 

By staying true to my inner journey of embodying my personal purpose instead of obsessing with my personal brand, I unlocked something magical: When you lead with values, nurture human relationships, and align with what truly matters to your brand you radiate authenticity. Because this isn’t something you chase, it’s something you radiate.

Voilà.

Your point of difference will reveal itself when you are up for doing the inner-work, either that be in your personal or professional life. There’s no magic formula, only trusting that the path begins to open up simultaneously as you take the leap.

Xoxo,

Gabriela Leme.

Fashion as Resistance

Growing up in a middle class family in São Paulo, Brazil, the thought of studying fashion was never well-received by my immediate relatives. My parents, both hardworking and intellectual, didn’t quite understand how I, a smart and dedicated student, was showing interest in pursuing a career in fashion - such a frivolous industry.

I remember like it was yesterday, my weekends as a teenager in São Paulo were spent walking by luxurious bookstores reading fashion magazines, more specifically Teen Vogue. The clothing, the photography, the styling, the composition. Going through the pages made me dream of a future where I was free to play dress up and be myself. Now hear me out - I do not blame my parents for not supporting my fashion dreams. Our survival mode was a belief system inherited by a society that doesn’t see creative work as something of tangible value. I wholeheartedly believe that my personal and professional journey unfolded exactly as it should. 

It wasn’t until I turned 30 that I began searching for a deeper meaning behind the things I loved. And do you want to know what I discovered? Personal style is a quiet type of rebellion. In a society that thrives and profits off trends and represses critical thinking, choosing pieces that you actually love requires you to be grounded in your authentic self. And that is BOLD.

A signature look is more than having a handful of outfits that you wear on rotation to make you feel cute and confident. It’s the result of soul-searching, vulnerability and bravery. Because it takes courage to express who you are, in life or in fashion. And for that reason I am proud of you.

Oh, and I am proud of myself too! 

Xoxo,

Gabriela Leme.