[S]ita Abellan is the rising star who you have definitely stalked on Instagram. With her vibrant blue locks and no-limits style, the DJ-come-model seeks to break boundaries in the fashion and music world alike. Bringing together pop, electro and techno in her sets, she brings together high, low and theatrical in her wardrobe. From a small town in Spain, she now splits her time between New York and Milan, and loves to shake up every place she visits with her bold looks and openminded attitude. Having been spotted online by Rihanna back in 2015, Abellan was cast in her ‘Bitch Better Have My Money’ music video, and then walked in the singer’s Fenty x Puma show last fall in Paris. As her eccentric website tells “let the techno princess take you on a journey discovering her enigmatic world…”, we caught up with Sita Abellan to find out what it’s like to be on the inside of it…
How did it feel when Rihanna picked you for the Bitch Better Have My Money music video? Did you anticipate how much your fame would take off online after?
It felt great, she found me somehow through internet, and I got to have this amazing experience of the video. I also could see how committed and great she is. I actually did not think about it so much at the time, that it would have given me visibility, but of course that was great to have the possibility to express myself in front of a bigger audience than I had before.
What influenced you to become a DJ? Did you see yourself doing anything else in the music industry?
I have always loved music, techno in particular. I love its dark atmosphere, it talks to me, so it was a natural step to become a DJ. Yes I am planning in releasing something, I’m working on it. Hopefully in 2018.
How do you find balancing your creative interests and the rest of your life?
It’s hard! I have little time for my personal life actually, but of course I try to dedicate the little time I have to the people I love my friends and my family.
How do you feel social media is affecting the creative industries?
On one hand it’s positive: it helped me to connect with creative people. Coming from a small town I could have never reached some of that audience without social media platforms. On the other hand all this changing of the technology paradigm I think takes away a lot of traditional jobs in the long run and if we are not prepared to evolve is gonna render everyone poorer.
You’ve worked on fashion collaborations – I loved your Pain capsule with Misbhv and your Freak City collab – do you see yourself being involved in a more permanent fashion endeavour?
I’ve actually just started to design my own merch too. It’s second drop was released this week and was connected to a great event Nike threw for me in Milan. Last week was connected to a collaboration that focused on a bespoke creation (only 5 in the world), and principally the websiodes of LA VIDA DE SITA that I have been working on. I’ve also started a design collaboration with Faith Connexion, we made a great event in the fall in NYC presenting my first 5 looks. I am currently designing new pieces for what will be a more extended capsule collection in Summer 2018.
What’s the one outfit you’d save from your wardrobe in an emergency?
It would a be a pair of overknee boots with a big oversized hoodie and a big oversized jacket. But I could never survive without my accessories!
Who would be your ideal brand to collaborate with?
I have always loved Alexander McQueen since a very young age. I think he was a true genius. He had the ability to push fashion over its own limits and to express himself as a real artist. So any brand that could embrace this kind of limitless vision he had is the one for me.
What’s next for you?
At the beginning of next year I will be djing with the MARTINEZ BROS in Colombia and Chile and then I have a gig in Norway too, all places that I’m really looking forward to see and visit ! Besides that I’m excited about all my collaborations and very intrigued to see how I can evolve and learn about fashion designing and being involved in those activities.