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Blogger Interview: Daring Coco – a life and style journal from Melbourne based creative Sonia

Daring Coco is a life and style journal by Melbourne based creative Sonia De Macedo. A metaphoric love child of Debbie Harry and Stevie Nicks with an aesthetic to match. She is a weaver of words and an amateur photographer with an avidly appreciative eye for design. Her blog is a mixture of her own bohemian, luxe rock´n´roll style, travel adventures and the occasional review and observation on places of interest.

When did you start blogging and how did you come to the idea?

Daring Coco was accidentally put in motion late 2011. Originally I simply went to “follow” another blogger and in the process ended up creating my own blog. While the move was very much unintentional, I’d been toying with the idea of blogging for some time. Mainly for a creative outlet and as a way to showcase my writing, but I hadn’t exactly penned out the fine details. And being the perfectionist I am, that was an imperative kink that needed smoothing over before taking the plunge! Regardless, from that point I hit the ground running and haven’t looked back.

Who is your style icon? Why?

I’ll admit there are countless style icons I admire. From Victoria Beckham to Nicole Ritchie. The Olsen Twins to Stevie Nicks. And thanks to social media that list is continuously expanding. One of my favourite Insta-finds is fellow Aussie creative Petra from Pepamack. I adore her sense of style which is minimal but edgy. Much like her way with photography.

How do you describe your personal style? What are your inspirations?

I’ve always found it difficult to give it an exact label. It’s mainly a mix of bohemian and rock and roll with touches of luxe. And as I’ve gotten older I’ve found myself opting for a more minimalist approach to styling too. These days I’m also finding myself drawn to the Parisienne’s philosophy to style. That je ne sais quoi and that confident stance that isn’t so easily swayed by trends. And the individuality and effortlessness in how they wear pieces is something I’m trying to emulate more and more. I also find Instagram is a great source for inspiration too.

What are the essential pieces you must have in your closet?

In my opinion, one can never go wrong with a solid foundation of basics in their wardrobe. Denim jeans should be a staple, period. And a moto biker jacket is something that will easily accompany you year round. Same goes for aviator sunglasses, which are timeless and a design that guarantees to compliment. I also recommend investing in pieces like well-fitted shirts and a classic white tee. People tend to seriously underestimate the value and overall potential of those pieces.

How often do you post? How do you come up with post ideas?

I always aim to post twice a week, but sometimes, life. The past year or so has been overly hectic so Daring Coco remained slightly neglected here and there. I’m trying to get back into the grove this year and remain more consistent. But I also want to ensure I’m posting quality over quantity. There’s nothing that irks me more than creating something simply for the sake of posting.

What would you describe the biggest challenge in fashion blogging?

I think there are numerous issues floating about right now. Mostly with the portrayal of an idealised globe trotting lifestyle paired with a never-ending supply of Gucci. And with the “value” of numbers, this all puts an enormous amount of pressure on bloggers. Especially with fashion bloggers where the scene is as competitive as ever. It’s hard not to find yourself comparing your standing to others, especially those who’ve been in the game for significantly lesser time than yourself. Numbers certainly are important but so are quality readers, and most times, those two surprisingly don’t match up.

What is the greatest satisfaction of being a fashion blogger?

For me it has been the incredible friendships made along the way. I’ve been fortunate to now call numerous creative individuals from around the globe friends. And I’m definitely most thankful for this. My own network has grown tremendously. Something which never could have happened as seamlessly as it had with this medium. And no one quite understands the trials and tribulations of blogging nor show the right kind of support quite like fellow bloggers do.

A fashion rule you never break?

I’ve never been one for rules. While I’m all for styling different prints together and wearing a wrinkled shirt, you’ll never see me pair silver and gold jewellery.

What do you splurge on?

Skincare. As I’ve gotten older this is an area of concern now and I’m willing to sell my kidney if it gets me the fountain of youth! In all seriousness proper skin maintenance is something we should all adopt and not just for frivolous vanity’s sake. Especially living in Australia with such a harsh sun beating down on us. I’ve spent the past year experimenting and curating a beauty routine. I still haven’t found my holy grail as yet but I’m also realising excessive price points don’t always get you the kind of results you think they will.

From your point of view, what is the notable trend for the upcoming season?

Definitely the rise of straw bags in every shape and size. Also the colour purple thanks to Pantone. I actually can’t wait to see how this will trickle down in fashion and how I’ll embrace it. It’s such a bold colour after such a prolonged wave of muted tones and millennial pink.

Do you make money from your blog? Any advice for others?

I do and hopefully one day enough to continue this venture full time. There are countless opportunities out there as well as several affiliate platforms. I think it’s imperative for bloggers to always disclose if something has been paid for or sponsored. Both on the blog and social media. This has become a weak spot for us; despite most countries now enforcing regulations. It’s also important to look at opportunities with perspective because you want it to be relevant and beneficial for both parties. You should also be aiming to create quality content because it takes most readers a hot minute to notice you’ve sold yourself out or that your heart’s simply not in it.

What has been your most successful blog post till now and what was it about?

An interview with costume designer Marion Boyce. It’s been one of my most successful and my own most memorable post; a personal favourite of mine. The entire experience was incredibly inspiring, from meeting such an extraordinarily talented individual to attempting to put such emotions into words.

How do you see your blog in 5 years?

I’m not entirely sure. I do hope to produce more travel content with places people may not have heard of and incorporate more interview collaborations with fellow blogger buddies. I would also love to expand over to Youtube, perhaps sharing adventures and exposing a bit more of my jokester self.

Is there anything that you want to share with us which was not included in the list?

I think it’s vital to stay true to yourself and to have a certain vision or attitude that will set yourself apart from the pack. The blogosphere is teeming with life and copycats. And I know the majority want to be noticed, so mimicking other successful peers will only get you so far.


Designer – Alexander McQueen + Pheobe Philo

Fashion Brand- Thomas Wylde, Chloe, Witchery + ASOS

Color- Currently emerald, but always grey and blue.

Quote – “Style is a way to say who you are without having to speak” Rachel Zoe

How can people connect with you?


Twitter handle:

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Thank you Sonia! Keep inspiring!