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“I would like to get out of the term influencer. That concept has never represented me”, explains Nina Urgell (Barcelona, 1992). The young entrepreneur, who since she was a child enjoyed going against the current, bets on naturalness, as can be seen both in her Instagram and in her products, and prefers to define herself as a creative and entrepreneur. Her passion for design and fashion made her undertake several projects. Currently she has been working for four years as creative director of the brand Midnight 00.00 and, in parallel, she also works as a DJ and content creator for fashion brands.
You have 788 thousand followers on Instagram, how would you describe your presence through posts, digital content…?
I would describe it as eclectic, solid and liberal. It is difficult for people who judge you through an image or a video to grasp the message you really want to convey behind something material or superficial. But I think that, at the end of the day, that’s the grace of the digital age.
How is your relationship with your followers on social networks?
It has always been distant, but for those who have been following me for a long time I think it has become close. I avoid showing my personal life. I have limited myself to sharing my creative world through fashion or personal projects, such as music and art.
There is more and more competition in your industry. What makes you different?
Actually, when I started sharing my content in networks there were very few profiles that monetized their content or that started working hand in hand with brands creating a new model of work and advertising.
In the more than nine years that I have been working in the networks, everything has changed a lot and very fast. I think that, in a way, I have become an OG as a digital figure. I perceived more competition in past years, but now I focus on genuinely working on qualitative things, that represent me, and enjoy the process and the very special moments I experience.
A few years ago you created the natural cosmetics brand Midnight and the fashion brand New Order. How did the creation of these brands come about?
Actually, it was a joint fashion and cosmetics project that operated under the names New Order (in homage to the rock band) & Midnight 00.00 on the same platform. At the time it seemed different and original to me. I wanted to create a local brand that represented a minimalist style, but with a sophisticated and differentiating touch. For me, it symbolized a union between the Scandinavian or Nordic style and the naturalness of the Mediterranean.
You have been an ambassador for Maison Guerlain for four years. How did the French brand contact you?
They opened the doors of the Maison so that I could be part of very unique moments such as, for example, learning about the entire program of protection and conservation of bees from the beekeepers who dedicate their lives to it on Ouessant Island, or meeting Angelina Jolie in person as a global ambassador of the brand and the Guerlain x UNESCO Women for Bee’s program.
What is the worst part of your job and the most beautiful part?
The most difficult thing is to combine the three worlds in which I work. Organizing time and travel in order to be efficient and work qualitatively. Another toxic factor in my work is that I find it very difficult to disconnect because the relationship between work and my cell phone is too direct. I always have things to do through it, and sometimes it suffocates me.
You have shared the front row at international fashion shows with influencers and models such as Mathilde Tantot, Sassa de Osma, Chiara Ferragni… What are these meetings like?
When I go to fashion weeks in Paris, I usually have to sit with colleagues or friends who work in the industry, so it’s a nice and comfortable moment. It’s also interesting to sit next to people you trust so that you can comment on the show and everything that’s going on at that moment. In the fashion shows something very interesting is generated when the work of a whole creative team is combined in a few brief moments, the clothes, the movement, the music, the looks, the models, the energy of the people invited to the show…
Do you have any garment or clothing fetish that brings you luck every time you wear it?
I dress in something that I really like, that I feel flatters me and reflects my identity. That will give me comfort and self-confidence and attract luck.
“MY MOTHER WAS A GREAT CHEF AND TAUGHT ME ALL THE GOOD STUFF ABOUT INGREDIENTS.”
Nina Urgell
What does Nina Urgell brag about?
To have had a happy childhood, with brilliant parents. I think that is my great treasure and part of the happiness I feel today. I had an education that gave me a great basic security in myself, which has allowed me to gain freedom and autonomy over the years. Soaking up experiences and knowing what I like and what I don’t like, avoiding things that don’t add up for me.
Do you enjoy cooking?
I grew up surrounded by the kitchen. My mother was a great chef and taught me all the good things about local ingredients and local cuisine. With a great palate and exquisite creativity, she was the best teacher I could ever have. I love to cook, but I will always prefer my mother to cook for me.
What kind of gastronomy excites you the most?
Mediterranean gastronomy, for me, has no competition.
What is your latest gastronomic indulgence?
A few days ago I ate at Jordi Vilà’s restaurant Alkimia. A real pleasure for the senses. Therefore, my last gastronomic whim has been to quote you here.
What dessert can’t you resist?
Strawberries with cream by Javier Aguiar, pastry chef at Carles Abellán’s restaurant La Barra.
Photo: Carles Allende