We often talk about that little tingling in the pit of the stomach, that little sparkle that signifies a genius decision. That twinkle of intuition doesn’t live in all of us, but it does in Babba C. Rivera. You could say she’s followed it without fail since 2013, when she took a role with a little-known app called Uber to launch the service in Sweden. Her job there eventually pivoted to fashion partnerships, where she leveraged her sartorial tact and Scandanavian charm to uplift Uber’s clout in New York. From there, her inimitable instinct led her to Away, the (genius) direct-to-consumer luggage company where she led their brand marketing initiatives.
Eventually, Rivera went with her gut-instinct and went solo, launching her namesake agency By.Babba out of NY and Stockholm, where she calls brands by the likes of Bumble, Glossier, Kin Euphorics, and ATP Atelier her clients. The latter is just one example of the Scandanavian brands Rivera loves to support in her own closet, working in pieces that reflect her roots—think clean lines and luxe fabrication—with high-end designers like vintage CHANEL jackets and monogram Fendi bombers. Her wardrobe isn’t without whimsy by way of colorful fuzzy coats, Brother Vellies cowboy boots, and a rainbow of flowy Rixo and Stine Goya dresses that reflect her laid-back style perfectly.
If you’re looking to discover brands you’ve never heard of, but should, keep reading and clicking through the below.