Irma Peñuñuri

Irma Peñuñuri is a modern beauty who lives with an energy and charm that characterizes her in her career in the fashion industry. Balancing his personal life with trips and moments of disconnection with family.

Irma grew up in Tijuana, Baja California, until her parents decided to put her to study at a school in the United States. She tells us that she crossed the border every day to take classes. The daughter of medical parents with busy work schedules, Irma used to spend her afternoons in the company of her grandmother. “She took me to ballet and piano classes —to date I play the piano. I had a school routine and my classes in the afternoons ”. He has formidable memories of that time: "Something unique is that I was fortunate that my family loved to travel and we traveled all over the world during summers."  At that time I had some concerns about what I wanted to do when I grew up: “When I was little I wanted to be a detective. I loved Agatha Christie and Sherlock Holmes; my uncle, who was a doctor and also a television and radio host, used to tell me the stories. And already when I started to read, I was fascinated with mystery stories in England ”.

Consolidated trajectory

In the professional field, she has an important academic trajectory that has allowed her to position herself in a stronger way in her industry: "I have my Bachelor of Political Science, Master of Business Administration and a PhD in Organizational Leadership." An example of the above is the creation of BurgerRock Media, which has business areas such as public relations, photo and video production, and even a magazine. In this regard, he explains how it all started: “My company started as a fashion public relations agency. It means that day by day I took care that fashion brands were placed in the press, red carpets, among influencers and celebrities ”.  

However, given the context of the pandemic, she was forced to find new ways to make the collections of the brands she worked for known to the public. “This is when it occurred to me to make my own magazine and my own production. I started inviting talent and I produced to put them in my magazine. From there the context grew so much that they came to take photos in the showroom, and I opened a studio exactly to one side ”.  In parallel, she is an expert voice in fashion, with collaborations for Telemundo and other projects. “The Telemundo thing was something that also happened due to the pandemic. Telemundo is based in Miami, I live in San Diego and Los Angeles. I got up at 4:00 am to do the Zoom segments. I have fashion experience, not so much because of my study, but because of my career in traveling and learning about different cultures and art. And fashion is based on culture and art ”.

As a Latina who is making a firm step in the United States, she also shares with us her feeling and perception that in various industries we are increasingly imposing trends with global export quality: “For me the most important thing is to work to be a person. very international. What fascinates me is how they say in English: ‘cross-over’, which refers to different cultures collaborating on some project. Both can learn, and it's the most powerful thing to do in the entertainment world. A current problem in the United States is that nothing else is known about what is happening locally. Implementing cross-over is a way of educating people about diversity ”.  

As we said goodbye to Irma, we inquired about her projections and future wishes: “At the moment I am working on opening more public relations showrooms and more studios. I am working with a very important artist, I can only tell you that he is a Latino and this production will bring cross-over ”.

However, it has one main objective: “My number one goal is for minorities to have a place in the world of entertainment and fashion. Little by little it has grown, especially for Latinos. Also this cover, in my life I would have imagined it. Life has no limits, as long as you are alive and healthy you can do anything. And having the power to be versatile, especially as women and Latinas in thinking what others think, starting with the family. I want to inspire others that you can do what you want and do it well ”.