It takes an extraordinary eye and vision to turn garments into style. One must be confident, a trendsetter, resourceful, and a continuous scholar of fashion trends in all sub-cultures. Juan Lerma, an emerging fashion stylist in Dallas and founder/owner of Amrel Styling Company, fits the description.
Often seen in his signature scarf, Lerma admits that luck has been a factor in some of his fast growth, although clients and others in the trade would validate his success with ample praise for his professionalism, personality and talent. Lerma is a Fashion Merchandising graduate from the University of North Texas. He interned with Jan Strimple Productions, a the legendary fashion event producer that introduced him to the world of fashion in Dallas and the never-ending and uncompromising requirements for accuracy, organization, details, and creativity.
Serving as Vice President of The Fashionistas Two (F2), the student membership level of a non-profit organization that celebrates artists, entrepreneurs and visionaries that make-up the fashion industry, he met Eric Oliver, Jr., F2’s president at the time. The two became fast friends and worked together on several fashion projects and events, providing enough real-world experience for Lerma to narrow down his passions and focus on his specialty: fashion styling.
Amrel Styling Company (Lerma’s last name spelled backwards) offers fashion styling for magazines, television, as well as personal styling. He has already established a well-respected portfolio with such clients as Edgar Gomez, CoutureRocks Fine Jewelry, Bleep Magazine, and The Campbell Agency.
Lerma described his own style as “chameleon-like,” always changing with the seasons. His personal fashion constants are based on comfort, polished looks, and refined accessories, such as his signature scarves. He explains that, “A silhouette doesn’t pop unless there is something around the neck.” Friends, here in Dallas, aren’t surprised in the slightest to see him in fur and sequins, for the occasion.
Fun facts about Juan Lerma:
Q: If you could live in any time period, what would it be and why?
1920’s in Paris to witness firsthand the evolution of fashion and to meet such fashion icons as Christian Dior and Coco Chanel.
Q: Which celebrity-style do you like the most?
I really like the styles of Anne Hathaway and Debra Messing, well-known clients of celebrity stylist Rachel Zoe.
Q: What is next for Amrel Styling Company?
For now, I love Dallas and want to continue gaining recognition and brand awareness for my company. In the future, I would like to move to New York for editorial styling or Los Angeles for celebrity styling.
Q: Can you provide three fashion tips for the Miss A readers?
1. If you are a wearing a short mini, wear lower heals.
2. Do not obsess with size numbers. It’s all about the fit, not the numbers.
3. This is for men. Even if you are wearing casual clothes, be polished. Be clean and shaven, not a lot of scruff. Tuck in your shirt. Be refined.