IRMA MARTINEZ - Arab Fashion Council-RS



Pioneer, innovator and mentor, these are three words that best describe Irma Martinez, a natural entrepreneur who converted her passion for the fashion world into a successful business model, at the same time that she was creating the image and style of some of the most famous Hispanic celebrities. Back when styling was not considered a job, let alone a profession, Irma sensed an opportunity that would change her life forever. Recursive and always looking to break the mold, she ventured into creating a company to offer services that were not existing in the Hispanic market at the time and also to develop new communication cues between celebrities and their fans, leaving her seal in the most watched Hispanic TV shows, album and magazine covers. She has also launched new talents into the fashion and beauty industries and has contributed to improving the image and exposure of important brands, first as a stylist and later as their brand ambassador.

After being named one of the 25 most powerful women by People en Español magazine and also as one of the 75 most influential Latinos in the United States by Poder magazine, Irma understood that her professional and business success had the potential to inspire many women, and especially, a new generation of fashion professionals. This is when she decided to write the book “The Stylist Manual” where Irma shares all her experiences and secrets to success in this profession and reveals the personal codes she has used to make one’s style an ally to accomplish one’s goals. She later founded Trendy Academy, an educational center in Miami where, utilizing estate of the art technology, students from Latin America and USA can learn directly from an “insider” the essential tools to be recognized in this profession.

The founder and creative director of Trendy Group have worked with the most important names in the Hispanic entertainment industry, such as Sofía Vergara, Ricky Martin, Daisy Fuentes, Gloria Estefan, Enrique Iglesias, Shakira, Thalía, Marc Anthony, Pitbull, Maluma, Paulina Rubio, Juanes, and Luis Fonsi, among others. She has also been a part of campaigns like “Dream in Color” by Target, “Make a Power Move” by Procter & Gamble, “Got Milk” and “Orgullosa”. Moreover, Irma has been a brand ambassador of Target, of the “Try it, Love It” project by P&G, of the luxury brand Birks Group as well as Transition Lenses and Head & Shoulders. Her portfolio of media includes powerhouses like Univision, Telemundo, Condé Nast, and Time Warner.

Working with the brightest stars, the most beloved brands and the most influential media outlets have made Irma understand better than anyone the fundamental role that image plays in the development of a personal brand. In politics, work or business, image and style become a powerful communication tool without having to say one word… and in today’s social media world, even more. Irma was born in Cartagena, Colombia immigrated to the USA 32 years ago. She is married to Enrique López y has two children: Andrea and Alejandro. She lives and works in Miami.