EDIT.
by Juliana Salazar
Juliana Salazar works at the intersection of fashion, design, and brand strategy — a brand whisperer and creative Swiss Army knife attuned to culture before it arrives. For more than a decade, she has shaped brands and ideas that touch culture more than trend, understanding not only what people want but how to make them feel it.
Born and raised in Miami to Colombian parents, she spent nine defining years in New York — a time that unlocked her tenacity, resilience, and curiosity, qualities that continue to guide her work today. She now lives and works in London.
As co-founder of Delusions of Grandeur, Salazar bridges creative direction, branding, design, and go-to-market strategy. Ambitious yet self-aware, she works to refine the industries she inhabits, always reminding herself that "it’s only delusional until it works".
Item
“The Original Rubber: so nice I got it twice. It’s the perfect shape and I love the material. I’ve had my classic one for nearly ten years now, and without fail, I still get compliments every single time I wear it.”
Original below rubber camel
Activity
“Philosophizing, partying, playing tennis. I’ve only recently realized that my love and curiosity for better ways of doing and being is really a love for philosophy. These kinds of conversations and moments of learning give me energy and inspiration and fuel my work in a way that feels fun, which is kind of how I also feel about partying. I love having a good time, listening to music loudly, being around friends and meeting new people. And honestly, playing tennis for similar reasons.”
Object
“The Max Lamb chair I built with Virgil Abloh. We both happened to be in Copenhagen at the same time and he invited me to this workshop they were doing. That day was magical for so many reasons.”
Pet
“Mercer (Moo) is my close friend’s dog in London and we’re completely obsessed with each other. They’ve given me the title of god(dog)mother and every time they leave the city I take care of her. She honestly has the best vibes ever. Everything just feels better when she’s around.”
Architect
“There are so many Brazilian architects I love, including Lina Bo Bardi, Oscar Niemeyer, Decio Tozzi and Isay Weinfeld. I think it’s the way they integrate nature into everything and the contrast they create with rougher materials like concrete. Everything feels raw and natural yet bold in a very cool, elegant way.”
Time of day
“Golden hour. I find this time of day really nourishing. It immediately evokes feelings of gratitude and calm, everything just feels softer and more alive.”