Welcome to The Director’s Cut, an interactive column featuring fashion, beauty and career advice from RGNN Director and Founder, @isabelevabohrer.
Taking the leap from a stable, six-figure salary to the ups-and-downs of becoming a full-time content creator, where brand deals and partnerships fluctuate from month to month, is not an easy step. But Jenee Naylor made it – in 2019, she left her position as store director for Target in Washington to take a risk that, a few years down the line, in 2024, would turn into a true full circle career moment, when she launched her own Future Collective collection, precisely with Target.
If you’ve followed her since her @highluxxe days, an Instagram handle Jenee used way back in the day to showcase her mix of afforable and luxury fashion finds, you will know that she has always been an innovating force in the fashion and content creation space. In a world where dressing up in eclectic combos is a standard to get streetstyled, —meaning having your photo taken by the street style photographers,— at fashion weeks worldwide, Jenee was quoted in an article in New York Magazine’s The Cut saying that, “fashion week is not for costumes.”
Now, she has disrupted the fashion world again, this time in the accessories space, launching her own sunglasses brand, 12PM Studios, together with her husband Josh. A sell-out collection and a stint at Nordstrom later, it is clear that 12PM Studios is already occupying an unprecedented position in the accessories market; the products are all about bridging the gap between quality and affordability, again so on brand for all of Jenee’s content from day one. In between meetings with manufacturers and figuring out how to restock her sold-out collection, Jenee took the time to share her journey in an exclusive interview for RGNN. Whether you are looking to attend fashion week, get started as a content creator, or found your very own fashion brand, read on to hear all about Jenee’s tips. You just gotta start, and you can do that right here, right now.
Let’s jump right into your new brand. Why sunglasses? And how did you go about designing them?
I’ve always been passionate about accessories, but sunglasses in particular, have been my go-to accessory for quite some time. As a sunglasses connoisseur, I started noticing how the luxury eyewear market kept increasingly getting more expensive. Prices of designer sunglasses were continuously rising, while the quality was either diminishing or remaining the same. I felt strongly about bridging the gap between quality and affordability, which is where 12PM Studios was born.
The design process has been the most enjoyable part of this entire experience! Being able to take a concept from ideation to execution is a feeling I’ll never get over. I really lean heavily into gathering the inspiration around me on a daily basis and taking inventory of the styles, designs, and silhouettes that personally speak to me. I’ve also spent a lot of time researching fashion and consumer trends, which helped to shape our initial collection: The Essentials.
There are so many logistics involved in launching a brand from scratch. How did you go about finding a factory to produce the sunglasses? And what about the shipping logistics?
Creating 12PM Studios from the ground up has really underscored the importance of curating a competent and well-versed team.
I’ve relied heavily on my network of peers within the creative industry to help find and put the proper experts in place. I knew from the beginning stages that outsourcing certain components, such as shipping and manufacturing, would be beneficial so that I could focus more on the design, branding, and marketing aspects of growing a new brand. I’ve really enjoyed finding creative ways to leverage my existing network and resources to create a solid foundation for growth and consistency. I’m also so grateful to be doing this alongside my husband, Josh, who is the co-founder and CFO of the brand.
What was the hardest part of launching 12PM Studios? And what advice do you have for aspiring fashion enthusiasts who want to start their own brand?
I think the hardest part of launching 12PM Studios has been overcoming the mental strain of not feeling 100% ready, but moving forward regardless. Things will never be perfect and there will always be new ideas, designs, or inspirations to explore. However, at some point you have to take the leap of faith, launch, and perfect things as you go.
My biggest piece of advice for someone looking to start their own brand would be to really take time understanding the problem you hope to solve for your consumers. What issue is your product or service looking to address and are you able to convey that solution clearly to your ideal customer? Once that’s clear, immerse yourself in research and become an expert in that field.
Many of our students want to follow in your footsteps and become content creators. What do brands look for when choosing content creators to work with these days? If you had to give our students three tips for pitching brands, what would they be?
Brands seek to work with creators that have authentic, engaged communities. As a content creator, the focus should always be on serving your community and providing value.
That mindset alone is a huge component when it comes to curating an authentic online audience. Be crystal clear on your value add – what is your skill set, or area of expertise, and how are you able to consistently convey that to your target audience?
In short, the 3 tips I’d give to creators interested in pitching brands is:
- Focus on understanding your value proposition and how what you offer, and how you offer it, differs from anyone else on the internet. This can also help strengthen your online presence and community at large.
- Pitch brands that align with your personal ethos and value proposition. Staying in alignment will not only build your credibility, but convey a level of authenticity to both businesses looking to collaborate and your online community.
- Above all, remain consistent in showing up and staying true to your niche. Consistency is how you help the algorithms work in your favor.
Oh, and you are part of the Sephora Squad 2025 – congrats again! What advice do you have for content creators who are considering applying in the future?
Thank you; it’s been such a joy being a part of the Sephora Squad! For those considering applying, it’s important to position yourself as a beauty/makeup enthusiast. Again, the key is showing up consistently for your online audience, providing value, and showing expertise in the very subject matter Sephora dominates: beauty, skincare & makeup. Your content should already be a proof of concept that you’re capable of representing the brand accordingly!
In addition to all of that, you’re a regular at fashion weeks – a dream for many of our students. What advice do you have for content creators who want to get invited to fashion week?
For those passionate about attending fashion week, my advice would be to just GO! Having an official invitation to an actual show isn’t a prerequisite for attending fashion week. There’s so many benefits to attending fashion week; from meeting other creatives, discovering new brands, and garnishing fresh inspiration. If you’re waiting around for an official invite, you might be waiting for a while haha.
You started out as a content creator many years ago as @highlowluxxe, combining high and low, expensive and less expensive pieces. In today’s economy, do you think it is vital to continue showing more affordable pieces, too?
I think it’s key to create and showcase content that reflects your authentic lifestyle and preferences. If that happens to involve a mix of luxury and affordable fashion pieces, then continue to lean into that. From my personal experience, shifting your content to solely stay in alignment with an ever-changing economy isn’t the most stable strategy when attempting to create or grow an authentic online presence.
The fashion world can be overwhelming, especially for those who are just starting out. What would you say to younger Jeneé? And what’s next for Jeneé – and 12PM Studios?
As cliche as it might sound, I would tell my younger self to continue believing in herself and keep the confidence! There was a point where I was unsure what I wanted to do professionally, but I knew I wanted to utilize all of my creative passions. Fast forward to present day and I’m using all of my creative skills to fuel my passion on a daily basis. I live in a constant state of gratitude for being able to do what I love and share it with the world.
As for what’s next, I’m laser focused on continuing to grow 12PM Studios and elevate the brand to the heights I envision. I can’t wait to continue designing new frames and providing that missing link to people’s capsule wardrobe.
Shop 12PM Studios on the official website and follow the brand on Instagram and TikTok @12pmstudios. You can also connect with Jenee on YouTube, Instagram and TikTok @jeneenaylor.
Questions or comments? Follow me on IG @isabelevabohrer or TikTok and say hi! See you soon!
