It is 2021 and the 'millennial' who says that he is not moonlighting, is lying. But beware, this does not mean that the word has a negative connotation, proof of this is Sita Abellán, a Renaissance woman where they exist, who shares the titles of ' Dj', stylist, model and CEO. She, in addition to being the architect of J Balvin's 'looks' and having Kim Kardashian and Rosalía among her Instagram followers (@sitabellan). At 27 years old, Sita has amassed a huge portfolio of professional successes that take your breath away: from appearing in a Rihanna video clip to attending the most important shows of Fashion Weeks.
But Sita has far more ambitions than her hectic work pace allows her to accomplish. For this reason, 2020 has allowed her to focus on her personal projects, which are music and her jewelery brand Lilith by Sita, on which she has worked hard to bring us great surprises this 2021. To discover all these novelties, we have spoken with the same Sita Abellán, who has told us what it is like to dress J Balvin, the importance of personal style and the story behind his blue hair. Do you want to discover it? She keeps reading.
Your work as a stylist takes you to travel a lot, how is working in the middle of a pandemic?
I'm still working but the job has dropped a lot. Anyway, this break has helped me to focus on my personal projects. For example, I'm working on my first EP and on the new Lilith by Sita collection (her jewelery brand).
Do you mean we're going to hear you sing?
Yes, it will be an EP with my songs and there will be collaborations with other artists.
Before J Balvin, had you worked as a stylist?
Before working with José, I had already done projects in fashion and I think I have learned a lot from my own experience. Before him I had not worked with any artist. At first I was not in favor of dressing anyone because it is part of what I do, I do not want to give anyone my style. When I met José we became quite friends and that's when he asked me for help with the 'looks'. And since then I do all the styling, except the day-to-day outfits.
Let's say he is like the male version of Sita.
Exactly, it's super easy to work with him because we share a lot of tastes and he trusts me a lot, he doesn't give me many objections to my proposals.
What has been your favorite project as a J Balvin stylist?
Between video clips, performances, award galas... There is a choice. But the coolest projects are the ones where we can make special clothes, like the white suit from the Latin Grammys, which had blood coming out of it. It was also a lot of fun creating the 'look' for the Fortnite performance, in which he comes out dressed as a zombie. Basically, when we do fun things.
You have recently started working with Lewis Hamilton, how has the experience been?
The truth is that well, before working with him I didn't know him very well but he's very nice. I don't have the same relationship with him as with José, but the truth is, it's a pleasure. He wrote to me on Instagram a year and a half or two years ago and then we met in London.
You work with more men than women, why is that?
I just think that with a girl it wouldn't be the same. I have been given the opportunity, but if I work with women artists I prefer to be in charge of creative direction. Many times if they call me it's because they want me to dress them like me and it's like... I don't know, not everything looks good on everyone. If I could dress an artist Rihanna or Björk, or someone who wears very crazy 'looks'.
You've been in the world of fashion on social networks for quite some time. Do you think that before there was more diversity of styles or was it easier to differentiate yourself?
I think now it is more difficult to differentiate. When I started with Tumblr and Fotolog nobody took selfies or photos. In Murcia they thought I was crazy for taking pictures of myself. Ok, they were a bit extreme photos, but people were not as daring to wear all kinds of clothes as they are now. But of course, at the same time now everyone wants to be the same and enter into a pattern, so it costs more to be individual. It is true that people are more daring when it comes to dressing, taking photos and posing, but the outfits are all quite the same.
We know you don't like the 'influencer' label but your Instagram is a real fantasy, how do you plan your profile?
My Instagram is made without any pretense. I just like to dress up and archive all my 'looks' and share them there, but I don't do it with the intention of people liking it or attracting brands.
Your style works like a cover letter, are you worried about changing your style and that this will affect you professionally?
I have never cared what other people think. If they don't want to work with me then 'ciao'. I'm not worried, I've always been very true to myself and I don't care what anyone else thinks. I have never been afraid of change because my way of expressing myself is not thinking about what you might like, even with my music I see it that way. It sounds bad but for me it is more important to be true to myself. On other occasions I have had the opportunity to take advantage of myself financially (by changing his style) and I have not done so because it has not come out of me.
Your blue hair is an icon, have you considered changing the color at some point?
Well, the truth is that I've had pink, purple, red, orange, lilac hair... I changed to blue when I was in Japan. I was blonde at the time and I wore it pink, but too many people wore it. A friend there told me 'Why don't you wear it blue? At first I didn't want to because I don't like blue in clothes. I don't know why but I wouldn't wear the navy blue that I wear in my hair. But when I tried it on my hair I loved it. It is true that it is a fantasy color but more normal, right?
Normal? The blue hair?
Yes, because it's not pink, at night it can even look black... That's what I like, for me it's a more elegant color. I had a streak where I changed it for every Fashion Week: I wore it orange, red and blue again. I've been with him for four years now. I think that from blue if I change again it would be to my natural color.
Let's talk about 'beauty', we love your makeup and hairstyles, where do you get your inspiration from?
Especially from Pinterest because it is super easy for me to find other similar ones through an image that I like. For me it is easier with the mobile. I like Tumblr when I'm on the computer and it's true that there are many more references, but it's more complicated to search.
Tell us about your Lilith by Sita brand, what parts are you in charge of within the brand?
Well, I take care of almost everything. I am the one who designs the jewellery, I am in charge of doing all the creativity of the collections, looking for references, creative direction... Of course I have a team that is in charge of communication and social networks. But I take care of everything else, it's like my baby.
Where would you like the brand to go in the medium-long term?
I would like to end up designing clothes and shoes. In fact, this year in principle I take out my clothing brand. It will be more focused on accessories and shoes, but the goal is to make clothes as well. Lilith started as a jewelry brand because it was a bit of an excuse to launch myself. I always wear a lot of earrings, rings... I wanted to do something that was mine and it was a way of seeing how it worked and now in 2021 we are finally expanding and growing.
To finish we ask some quick questions, do you think?
Age: 27.
Current city: London.
Nickname: Blue Moon.
Favorite 'Snack' of the moment: sweets always.
Brand you're obsessed with: Sinead Gorey and Chet Lo.
J Balvin's favorite song 'Colores': Blue.
The last thing you Googled: 'Garlic Naan'.
