Another month, another rendition of the Locals’ Edit where we pass the itinerary to a San Diego creative who helps shape how this city feels. This month, we’re handing it over to Ivana Ramirez, San Diego-based content creator and our go-to for all things fashion.
Ivana, we've been friends for a long time <3. We've watched each other grow, explore, pivot, evolve - and through every chapter, one thing has stayed completely consistent: you are always the most polished person at the table. Maybe we can partially attribute it to all the Libra placements in your chart, but at the end of the day, your eye for a pop of color here, an unexpected texture or layer there always nudges me out of my jeans-and-t-shirt uniform.
Ivana Ramirez makes getting dressed feel like an act of self-knowledge: intentional and deeply personal. A San Diego/Ensenada native, her relationship with style has never been about trends so much as fluency, knowing what works, and wearing it like it was always yours. This Locals’ Edit is an invitation into her San Diego: the neighborhoods she gravitates toward, the rituals she keeps, and the version of this city that only reveals itself when you actually slow down and live here.
For those who don't already know you, tell us a bit about yourself:
I’m a San Diego native and a lifelong lover of fashion, but that only begins to scratch the surface. I’m the kind of person whose battery recharges out in the world, meeting new people, chasing new experiences, and stepping just outside my comfort zone. I love people-watching, long freeway drives with the music turned all the way up (usually listening to The Cure), and slow moments at home with my little family, my husband and our two dogs.
How did you find your way into lifestyle and fashion content creation? Was there a moment it clicked that this was your thing?
I’ve always loved fashion and the way it can completely shift how you feel in your own skin, and social media naturally became my creative outlet for that. I’ve also always loved editing and storytelling through video, but I didn’t fully lean into it until after my wedding. We had so much fun iPhone footage, and I started creating my own little wedding videos and sharing them on TikTok. They ended up going mega viral, which was my turning point.
At the time, I was working a corporate job I genuinely loved (shoutout TEAM LEWIS), which made the decision to pivot even more layered. But the more I showed up online, the more I realized how much I craved that creative freedom, and how much I loved connecting with the community I was creating.
Now, lifestyle and fashion content feels less like a lane I chose and more like an extension of how I already move through the world.
Has your relationship with fashion changed as your platform has grown?
It definitely has. Putting yourself out there like that naturally pushes you to understand yourself more deeply, your body, your preferences, even your personality. The more I’ve documented my style, the more clearly I’ve been able to see what actually works for me versus what I just admire from afar.
At the same time, as my platform has grown, I’ve felt a stronger sense of responsibility when it comes to how I speak about fashion. It pushed me to become a student of it in a more intentional way, through books, podcasts, and courses, and even down to understanding fabric compositions and construction. I want to feel informed, not just inspired.
And in a way, that deeper understanding has made fashion feel even more expansive. I’ve given myself permission to explore more, more color, more texture, more unexpected silhouettes. The sky really does feel like the limit.
Fashion content can feel very curated and aspirational. How do you keep it feeling personal and grounded?
I think the key for me is that I never want to feel too far removed from my own life. My content might be elevated, but it’s always rooted in real moments, what I’m actually wearing to date night, sunset drinks, events, or just everyday life.
I’ve also been making a conscious effort to share more of my casual outfits, and those tend to resonate the most. I think people are craving real-life inspiration, not just perfectly styled, almost runway-level looks.
At the end of the day, fashion is personal. So the more honest I am about my own experience with it, the more grounded everything else feels.
Who - or what - has been inspiring you lately?
Lately, my inspiration has felt less tied to a specific person and more to small, fleeting moments. It’s the way someone styles something unexpectedly, a color combination I notice out in the world, a film still, a feeling I can’t quite explain but want to recreate through an outfit.
I actually started documenting a lot of that through my “Of Note” Substack, where I keep track of what’s catching my eye in real time. It’s less about defining trends and more about collecting references that slowly shape how I see style.
Shameless plug time: what's coming up next for you ?
I’m really excited about a few things coming up. Aside from my “Of Note” Substack - which feels like a more intentional space to share what’s inspiring me day to day - I am working on new collaborations with some dream brands.
I’m also co-designing a fun jewelry drop for summer with FAÏA - a Mexican, female-owned brand that I can’t wait to share more of soon, and I have a collaboration/product drop coming up with one of my most-shopped brands that was on my vision board for 2026 and I still cannot believe it is actually happening.
And on a more personal note, I’m heading to Coachella in April and then Japan in May, which I already know will spark a whole new wave of inspiration.
Now - lets get to know your version of San Diego ...
How would you describe San Diego's aesthetic to someone who's never been here?
San Diego style is, at its core, very laid back. It leans easy and unfussy, pieces you can throw on without overthinking but still feel like yourself in.
I’ll be honest, my personal style doesn’t always perfectly align with that relaxed aesthetic. I tend to lean a bit more elevated, a bit more styled. But what I’ve come to love about San Diego is that there’s no pressure to conform. It’s a city where people really show up as they are. There’s a sense that everyone is here to cheer each other on, not judge, and that makes it feel like there’s space for every version of personal style to exist.
How do you think living here has influenced your sense of style? Has it made you more relaxed, or have you actively resisted that?
I’d say I’ve actually resisted it, but in a way that’s made me even more confident in my style and how I show up in the world. For a while, I felt a little out of place. I’d get the occasional “Why are you so overdressed?” comment… but I’ve realized that has nothing to do with me. If my outfit makes someone uncomfortable, that says more about them than it does about me.
So now I just lean into what I love and wear the outfit anyway. I don’t believe in saving things for a “special occasion” - life is the occasion.
What neighborhood feels most like you, and why?
Bankers Hill, easily. It feels like the perfect blend of everything I love about San Diego: great food, coffee shops (James Coffee), little pockets of retail, workout spots, and you’re right by downtown while still getting nature and art. I love walking around there because it gives me that big city energy while still feeling calm and livable, almost like a suburb. It’s one of the few places where I feel like I get the best of both worlds.
Which San Diego neighborhood has the best street style, and which one needs the most help?
I think Encinitas and La Jolla might have the best style. They definitely have the cutest boutiques and pop ups!
Who are the local creatives, designers, or makers in San Diego you think deserve a much bigger spotlight?
Darbe, the founder of Sunset Club Vintage, immediately comes to mind. She has such an incredible eye - not just for sourcing designer vintage, but for how she curates pieces and builds a whole world around them. Her personal style is always so inspiring, and you can really feel her point of view in everything she does, from the collections to the events she puts together.
Are there any local shops or collectives you think deserve more love right now?
Other than my favorite newsletter Funktion, my favorite flower shop, David’s Daughter in North Park, as well as my girl Mallory at Fluid Skin Studio for facials… both I think deserve all the love!
What's your go-to place for unhurried conversation and time with friends?
Shino Sushi, La Jollita La Jolla, Cardellino — restaurants where I love to have great food and drinks while catching up with friends. M Winehouse in Little Italy for a quiet scene that is still in the middle of the chaos.
Where do you go when you're craving a more upbeat night out?
Little Italy and Mission Hills. It might be basic, but Kettner Exchange will always have a special place in my heart since it’s been a go-to since I started going out in San Diego. It’s definitely crowded but a staple. But Mission Hills has become a favorite lately. I love Carlo inside of Cardellino for a chill night out, or The Lamplighter for some karaoke with friends.
Conversely, what's your favorite place for a solo outing - any good recs for alone time or people-watching?
Bird Rock and Bankers Hill! Love walking around bird rock and stopping by Hermosa Surf Shop for coffee and Sunset Club vintage for designer vintage shopping. Heavenly Bodega in Bankers Hill is also the perfect place to grab a bite (or drink) and sit on the patio to people watch.
F*ck, marry, kill: wine, beer, cocktail. And whichever you married, where's your favorite place in SD for it?
Fuck beer, marry cocktail kill wine. Love a gin dirty martini, Mabels Gone Fishing, Steak 48 and Callie are my favorites.
You can only shop at three places for the rest of your life. What are they?
The Real Real, Reformation, and Nordstrom.
Is there a monthly ritual you never skip? Farmers market, art walk, open mic, anything?
These may be more weekly, but I love going to the Little Italy Farmer’s Market on Wednesdays, getting my favorite comfort food from Hayes Burger in Barrio Logan most weekends, and getting Lolitas every Monday with my husband. It’s like a little treat to start off my week. I also love getting monthly facials from Mallory at Fluid Skin Studio – a 5 year long monthly tradition at this point!
You've got 24 hours to show someone your version of San Diego. What stops make the cut?
This is my ideal day in San Diego, as a local. (A tourist itinerary would look different, but this is my perfect 24 hours as an SD-native!)
Start the morning in Bankers Hill with a coffee from Heavenly Bodega or James Coffee Co., then walk through Balboa Park. It feels calm and grounding, while still being right in the middle of the city.
If you want to add a workout, this is the time. BODYROK Bankers Hill or Solidcore Little Italy are my go-tos, and I’ll usually grab a protein smoothie from Juice Alchemy after (the green smoothie is my favorite).
Late morning, head to Little Italy and start at the Harborview. Get your steps in, take in the sunshine, and that insane view of the city + bay.
Afternoon in La Jolla… walk along the coast, then do lunch at La Jollita or Marketplace Grille. Take your time here… very “sobremesa” energy.
Early evening, head home for a reset (outfit change, obviously).
My dinner spot is always either Shino Sushi in Little Italy or Cardellino in Mission Hills.
And if you go the Cardellino route, end the night at Carlo - their little speakeasy moment is the perfect close.
It’s calm, chic, a little indulgent… and very much my version of San Diego.
Finish this sentence: San Diego is best experienced when…
You slow down, dress how you actually want to, and let the day unfold somewhere between a coffee, a coastline, and a really good dinner.
Big thanks to Ivana for sharing her version of San Diego and the spaces that inspire her! Follow along for upcoming collaborations, drops, and all things design as she makes her way through the city.
We’ll be back next month with another local perspective worth hearing.