FML Stripped Vol. 1: Jessee O. & Neto Soberanes

There is an art to bringing people together. Beyond the guest lists, the venues, and the carefully orchestrated moments that define New York Fashion Week, there are individuals whose creative instincts shape the experiences that make the industry what it is. For FML, two of those individuals have been Jessee O. of GLITA NYC and Neto Soberanes of Neto Soberanes PR.

Having played instrumental roles in bringing both FML Issue launch celebrations to life during New York Fashion Week, Jessee and Neto have become familiar faces within the FML universe. Each operates independently, bringing a distinct perspective and expertise to the worlds of fashion, nightlife, hospitality, and entertainment. Together, their contributions have helped transform the magazine’s milestones into gatherings that celebrate the creative community at the heart of FML.

For Jessee O., the art of creating an experience began long before her career in production. With over two decades of experience in hospitality, nightlife, and immersive events, the creative director and producer was introduced to New York City’s cultural landscape at just 13 years old. Working within the private homes of some of the city’s most affluent clientele, she found herself surrounded by influential figures across fashion, art, film, architecture, photography, and music. It was an unconventional introduction to an industry she would eventually help shape.

Today, through GLITA NYC, Jessee brings that understanding of culture and human connection into her work as a creative director and producer. Her practice encompasses experiential production, creative strategy, brand development, artist management, and immersive storytelling. From intimate gatherings to large-scale productions, her approach considers every element of an experience, from the atmosphere of a room to the performances and personalities that give it life. For Jessee, production extends beyond logistics. It is an exercise in creating an environment where art, entertainment, and people can exist in conversation with one another.

Equally instrumental in the FML story is Neto Soberanes, the Mexican creative director, publicist, and entrepreneur behind Neto Soberanes PR. Based in New York, Neto has established a multidisciplinary practice spanning strategic public relations, influencer marketing, brand positioning, and experiential events. His work moves fluidly between fashion, luxury, hospitality, and contemporary culture, informed by an understanding of how brands and personalities connect with the audiences around them.

With a career built through collaborations across fashion, beauty, hospitality, and lifestyle, Neto approaches publicity as both a strategic discipline and a creative practice. His editorial sensibility and cultural awareness inform campaigns that prioritize relevance, identity, and meaningful visibility. Working between New York and Mexico City, he continues to develop projects for emerging and established names, connecting brands, talent, and communities through experiences that extend beyond traditional public relations.

While their respective companies maintain independent identities and creative practices, Jessee and Neto share an understanding of the importance of community within the creative industries. Their work for FML has reflected that sensibility across two consecutive New York Fashion Weeks, helping bring together designers, musicians, artists, industry professionals, and friends of the magazine to celebrate its evolving chapters.

Behind every successful event is an extraordinary amount of work that rarely makes it into the photographs. The planning, the relationships, the last-minute decisions, and the ability to navigate an industry that rarely stands still are as integral to the experience as the celebration itself. Both Jessee and Neto represent the creative professionals whose influence is often felt long before their names are recognized.

That perspective is precisely what FML Stripped sets out to explore. The series offers a more intimate look at the individuals shaping fashion, music, lifestyle, and culture, moving beyond the finished product to discover the personalities, processes, and candid moments behind the work. Whether in the middle of getting ready, backstage before a show, or in the quieter moments between major productions, FML Stripped is about getting to know the people beyond their professional titles.

For this installment of FML Stripped, FML sat down with Jessee O. and Neto Soberanes for a candid conversation about their individual journeys, the worlds they have built through GLITA NYC and Neto Soberanes PR, and the experiences that have brought them together within the FML universe. Beyond the parties and the industry that surrounds them, we get to know two creative minds whose work continues to bring people, ideas, and culture together.

FML: You began working in New York at just 13, surrounded by influential figures across fashion, art, film, architecture, photography, and music. How did being immersed in those worlds so young shape your creative perspective?

JO: It definitely shaped a lot more than I realized, I think its hard to describe sometimes, because its also all the other parts of my life as well. I’ve seen a lot of life, in a lot of different forms for sure. I feel like a lot of my life is full circle moments. I’m starting to understand it more as I go and just let myself be me.

I definitely didn’t have as much understanding until more recently, for awhile I was confused, like all of us haha

I knew what I always wanted to do, there’s an indescribable feeling inside of me, a knowing and feeling inside of me, that I’ve always had. I was definitely born like this, my mom said I never wanted to leave the party even if I was falling asleep at the party from like age 3, I’d cry or throw a tantrum when she did finally call it a night lol. I remember always getting soo excited to go somewhere where people were happy and joyful, laughing, listening to music and singing, coming together and celebrating life. I always loved throwing my own birthdays, it was an excuse to bring everyone together to dance laugh eat be merry and build memories. I threw my birthday in a church when I was like 12 or 13, with DJs and activities, there were always activities at every birthday. Take that desire of bringing happiness to people surrounded by love, laugher, and a back yard party experience, into being surrounded by a world not many people can say they were surrounded by from a young age, in an intimate way, it definitely wouldn’t happen today, and doing that for 10 years during very formative years of my life, its just who I am.

I tried to escape it for awhile because when I did voice what I wanted to do creatively and what my dreams were, it was frowned upon, not understood or accepted by anyone, so it wasn’t until I was on my own, a little over 4 years ago until now realizing how much it actually shaped not only my creative perspective but life perspective, and I’m still learning. I could never really tell people about that part of my life so I kept it hidden and tried many times to push it away, my career and entire being really, but it would always re-submerge.

My inspiration comes from music, architecture, fashion, art, culture, photography, people, life, nature, all of it. I was surrounded by some of the worlds biggest names and tastemakers from all creative industries, I took a lot in. At the same time, I started working in restaurants at 15. I liked the balance of a more casual dining experience; it kept me grounded, since I was working in private homes, serving some of the most influential people of our time. (Although I still always worked in cut throat places where if you couldn’t keep up or do as you were told, you wouldn’t last and they likely made you cry.)

But being submerged into the art world really showed me how music, fashion, art, architecture, culture, film, and all of those worlds are important and can coexist in one experience and how each one can shape the way people feel. I also saw the human side of those worlds up close. I learned a lot about people, business, and just life in general. It helped show me the person I wanted to be and how experience, influences and shapes culture. I always dreamed of creating a world full of love and positivity where creativity continuously thrives through artistry I believe in and that I think should be seen and respected.

I learned about the creative process and the business side at the same time, and saw that rejection and mistakes are part of it, no matter how successful someone is. I paid attention to the people who stayed grounded, were honest with themselves and other people and just kept going. That taught me as much as the work itself did. Even if I wasn’t moved by the art being presented at the dinner party, there was a purpose or perspective coming from the person who made it and I learned to respect that and know not everyone is going to like or connect to what you do. For me, being your authentic self and pushing boundaries regardless of what others think, brings me peace and inner happiness. It’s not always easy, but thats all I know who to be because thats who I am and also who I saw thrive growing up. The people who didn’t gossip, the people who kept an open mind, knew themselves, the people who said thank you genuinely, who were grateful, the people who stayed curious, and didn’t think they knew everything, no matter how much money or fame they had but held themselves with this soothing poise and confidence. I experienced that and so yea long story short ahah my creative perspective comes from my life’s perspective and vice versa? I think my life made me an artist in that way. Most of all it gave me the understanding of how important it is to push boundaries and bring people together, if we stop coming together and learning about one another, life won’t exist the way we want to see it. Everyone on earth deserves to be here and deserves to be seen and through art and creativity we can show the world that.

FML: Your career sits at the intersection of fashion, luxury, hospitality, and culture. What initially drew you toward public relations and creative direction?

NS: I’ve always been drawn to the world behind the image. I love fashion and luxury, but I’ve always been equally interested in the people, culture, and story that make a brand feel relevant. PR became a natural space for me because it combines relationships, creativity, strategy, and culture. Creative direction allows me to take that a step further and really shape how a story is seen and experienced.

FML: Your work often brings together art, performance, design, and storytelling. When developing a new project, where does the idea usually begin?

JO: I think it begins with the person or the place. It begins with identity. I find people interesting, especially people who to me are moving pieces of art or making art. I think humans are art. That might sound weird and I’m not trying to be philosophical but I find life beautiful and everyones story moving. Life is art, mother nature is art. Everyone has a story, even bugs and animals haha and so to incorporate their story into the experience to me is what brings together the idea. Spaces are sacred to me too, I have to feel something when I walk into a space, no matter what the space is, it could be completely empty or fully designed. Architecture and interior design are huge roles in what get my creative juices flowing, fashion too I mean like I said all of it but as the foundation, people and spaces, my mind just begins to visualize things that are hard for me to explain sometimes.

FML: You approach PR with a strong editorial and cultural perspective. What makes a brand or story feel genuinely relevant to you?

NS: For me, relevance comes from authenticity. I’m interested in brands that have a real point of view and something to say, not just something to sell. I’m always asking myself, does this feel current, does it have a cultural connection, and would people genuinely want to be part of this story? When those things come together, that’s when it becomes exciting.

FML: You’ve spent more than two decades working across hospitality, nightlife, and production. What has nightlife taught you about creating an experience people actually remember?

JO: Well musicality: the music has to be on point, DJ a vibe no matter what genre it is.

People want to feel welcome, safe, seen, they want to have a purpose and whatever that purpose is, that’s what they’r going out for. Could be to find a hot girl or guy, could be to go see a burlesque or drag show, or their favorite DJ. People want to go out with their friends and be around people they can vibe with. I think in New York you never know who you’ll meet or what you’re going to see, experience or feel in one day, could be all the seasons and that’s what keeps it interesting. Some people want the experience to be meaningful, artistic, moving, they want to feel emotions and leave with a core memory of that magical night, others just want to get lost, do drugs, and find someone to fuck. Others want to get into the party because so and so is there or because its a good look, or they were just randomly invited and said yes to something they never thought they’d experience. I think its all beautiful and chaotic, but what I find people mostly want is to feel like they belong and can be free and open their mind to something they didn’t realize they would enjoy. We need to keep pushing those boundaries to create acceptance. And it doesn’t always have to be overdone, sometimes the most simple experiences are going to leave an impression on people that last a lifetime. Like walking out onto the streets of NYC and seeing a person pee on the side of a building. That’s a free experience you’ll probably never forget.

FML: Through NetoSoberanesPR, you work across PR, influencer marketing, brand positioning, and experiential events. How do you make sure all of those elements communicate one clear identity?

NS: Everything starts with understanding the identity of the brand. Before we think about influencers, media, events, or content, I want to understand what the brand should feel like. Once that is clear, every touchpoint has to feel like an extension of that same world. The goal is for someone to experience the brand at an event, see it in an editorial, or discover it through a creator and immediately understand what it represents.

FML: What separates an immersive experience from simply producing a beautiful event?

JO: Hmmm, I was going to say feeling, but even a beautiful event makes you feel something, usually beautiful, I hope, especially if you’re wearing the right outfit. But still, in that, an event is for pictures I’d say, an experience is being immersed into something and the feeling of never wanting to leave, it’s entering another dimension that was built and created by humans to make other humans feel something. Take runway for example, watching traditional runway, that is a beautiful show, the clothes and models make you want to feel beautiful. And then step into Karl Lagerfield’s Chanel or Viktor and Rolf or Gaurav Gupta, Iris Van Herpen, Marc Jacobs, Alexander McQueen and so many more. They create or created experiences, not just a runway show, to make you feel the fashion in a more passionate way. Like Guarav Gupta, his work mirrors his human experience and that speaks volumes, to me its so beautiful because it makes you feel so many different emotions all at once. Immersive experiences to me should make you feel like that, the taste of it carries with you, and you leave with a more open mind of possibilities. That’s the difference to me between an immersive experience vs a beautiful event. I think they are both important too. There’s nothing wrong with elevating ourselves, especially post covid, thats what a beautiful event is for.

FML: Fashion moves incredibly quickly, especially in New York. How do you distinguish between something that is simply having a moment and something with lasting relevance?

NS: I think instinct plays a huge role, but so does paying attention to culture beyond fashion. Something can be everywhere for three months and disappear just as quickly. I look for a point of view, consistency, and whether people are connecting with it beyond the hype. When something feels connected to a larger cultural conversation rather than just a trend cycle, that usually tells me there is more longevity behind it.

FML: You’ve worked behind the scenes with creatives across many different industries. What qualities immediately make you want to collaborate with someone?

JO: Their undeniable creativity, personality and work ethic. I love working with people who are happy and grateful to be there. People who want to push boundaries, we push each other in a positive way to push boundaries, who are authentically themselves no matter what people say about them. I always stuck up for the kids that got made fun of in school, I definitely carry that into my work. I love working with people, who through adversary, still push to be seen and heard and push for their work to be seen, felt, heard and welcomed. Its not easy so I have so much respect for those who go through it and are still kind towards others, work on themselves to build their own happiness and get the work done regardless. You definitely have to find your people. I love working with people where we just get each other without speaking. Those are the people I want to continue to grow with, we push each other to be better, push boundaries and push one another to make magic without ego. I think what I realized is I can’t explain myself or I don’t want or need to over explain myself to anyone so the people who get me and I get them, immediately its like, lets take over the world and bomb everyone with glitter and love, Glitter & Love Is The Answer, you either get it or you don’t.

FML: You’ve worked with both emerging and established names. What excites you about helping introduce a new brand or creative vision to a wider audience?

NS: There’s something very exciting about being there before everyone knows about it. With an emerging brand, you have the opportunity to help define the story from the beginning and create the right relationships around it. I love seeing a concept that may start with a small group of people eventually become part of a much larger cultural conversation.

FML: You recently worked with FML on the release events for both Issue II and Issue III. What was your approach to helping bring each issue to life as a physical experience?

JO: The backstory and understanding the person creating it, their world, the meaning of each Issue, Reinhardt as person, photographer and beautifully boisterous character. I really try to find the meaning in everything, bc there is meaning if you dig deep and pull it out. To me that’s what brings the physical experience to life.

And aesthetically, I just know, it does comes naturally for me. I’ve had to come up with branding ideas in literally 3 seconds before an event starts and it’s usually when I don’t have time to think that creates THE moment thats photographed the most because when you know the backstory, and you’re good at what you do haha everything flows more naturally and the physical experience becomes more welcoming, like a natural state of being, this was supposed to happen and you’re supposed to be here. You always have to find solutions to an event, even 3 seconds before it starts or even during, so being in tune with the entity of what FML is and is creating for each issue, really helped bring each issue to life as a physical experience.

FML: You recently worked with FML on both the Issue II and Issue III release events. From a PR perspective, what goes into turning an editorial launch into a moment that extends beyond the magazine itself?

NS: It’s about creating an experience around the issue rather than simply celebrating its release. With FML, we wanted the events to feel like an extension of the magazine’s world. That means bringing together the right people, the right energy, the right creative environment, and making sure the story continues beyond the room through media, social, talent, and the people who experienced it firsthand. When the event becomes something people genuinely want to talk about, photograph, and share, it has a life beyond the publication.

FML: Issue II and Issue III each had their own identity and energy. How do you take the creative world of a publication or brand and translate it into an event without losing what makes it distinct?

JO: I think that has to do with what I mentioned in the previous question, knowing the backstory, and then also being in tune with the brand or the person and believing in it and them. It’s hard for me to work on something I don’t believe in, its hard for me to make it make sense if I don’t believe in it. But if I believe in what I’m working on and who I’m working with then I love making that make sense, because I think for a lot of people our world doesn’t make sense sometimes. So when I work with a publication or a brand I believe in, I want to be honest, I want to showcase what this brand or publication means to itself and to its audience while being creative.

I’ve never been asked these questions, so I’m learning more about myself as I respond as well lol, because I don’t think about it the way I’m thinking about it now. It does flow naturally, I mean not always, I’m human at the end of the day and not everything always goes as planned, but I do put my heart and soul into what I do, and I’ve realized when I truly believe in something is when magic happens and the identity of the publication or brand comes alive because I’m thinking about them and not myself. I’m putting myself in their shoes essentially, so people are stepping into their world through the way I know how to piece together an experience because I believe in it and believe that other people should be experiencing this too.

FML: Both FML releases brought together fashion, music, nightlife, and creative communities. What do you think makes those different worlds connect naturally within the same room?

NS: They’re all connected by culture. The people might come from different industries, but they’re often inspired by the same things: music, fashion, art, nightlife, and creativity. I think the key is creating an environment where nobody feels like they are attending a traditional industry event. It should feel organic, social, and a little unexpected. That’s when those communities naturally start mixing.

FML: New York has changed dramatically throughout your career. How have you seen the city’s nightlife and creative communities evolve?

JO: It’s different for sure, I think with the times we’re living in now, there’s just more, more of everything. The business of it all has changed, some may argue for better or worse.

I do think there’s more opportunity for people to thrive from all different communities, while at the same time I also think we’re in a period where it is really segregated. Everything used to be more together, now each space, event or party is catering to one or two specific communities. I don’t think it can last bc ultimately everything will stay mundane and boring if it continues on that way and people will get tired of seeing the same people over and over. New York is a labyrinth of cultures, as it should be thats what makes New York New York and keeping an open mind is important here, you can’t change New York you have to let it change you. People are talking about it, people are coming up with so many reasons why, and they aren’t wrong because there are many reasons, it’s not just one. Exclusivity has always been a New York thing, but as exclusive as a place was, it was still inclusive, it was about having the right people in the room, the people who loved and enjoyed music and creativity and then you had the Sheiks and Daddy’s buying tables and celebs and models followed. We’ve lost that, although I don’t think forever.

Right now, nightlife is very bro heavy, bros on the dance floor, bros behind the DJ. It’s very unappetizing to be honest, people aren’t hot, they’re not dancing, they just want to look cool bc they didn’t have to RSVP, their name was written manually on the list so they are like super cool now. That’s the culture its turning into. Going back to people wanting to feel important hahah

People don’t want to dress up as much and they should, idk whats up with that, no you shouldn’t be allowed into the club in converse and jeans unless you’re famous and even famous people have been denied, EVERYONE PUT YOUR HEELS BACK ON AND WALK DOWN THE STREET that’s how we’ve always done it!

I think we need to stop supporting this culture and bring back hot bitches on the dance floor and behind the booth. That’s how it used to be. Girls are currently being elbowed in the face by guys who are pre madonnas and want to be VIP without buying a table, standing in front of and behind the DJ booth with their phone. Its not cute, they have got to go. OR START BUYING F*CKING TABLES AGAIN.

GIRLS, GAYS AND THEYS ONLY ON THE DANCE FLOOR and in the princess booth.

We really need to put the phones away, stop recording people, let them live, be free, stop ruining the vibes. You don’t need to record the DJ or experience the entire time you’re there, live in it, be present, its meant to take you somewhere. Put your phone away.

We need creatives to thrive in this city and be a part of the nightlife scene/culture more, like they always have, every decade has a creative scene that brings the city back to life from whatever its recovering from, people need to start investing in culture and creatives, without creatives New York is nothing. Yes money keeps the city, bars and clubs alive, but imagine a New York with only money and bros and no art or creativity. Now that’s Communism and a lot of guys turning gay.

FML: As a Mexican creative working between New York and Mexico City, how have both cities influenced your perspective on fashion, luxury, and culture?

NS: They’ve given me two very different but complementary perspectives. New York has taught me about speed, global culture, and the importance of constantly evolving. Mexico City has taught me the importance of identity, heritage, craftsmanship, and creating with personality. I think working between both worlds has made me very aware that Mexican creativity has a place on a global stage, and I’m very proud to be part of that conversation.

FML: Beyond production, you’ve also worked in artist management and mentorship. What do you hope younger creatives take away from working with you?

JO: I hope they believe in themselves. I hope they believe that they belong. I want them to know they belong and are meant to be here, taking up space. That’s why I push the boundaries I do. Its devastating to me when someone feels like they don’t belong, it brings tears to my eyes, sad ones. I wish people were more accepting of one another and each others differences. You don’t have to like everyone or be liked by everyone but I think if we believe in ourselves, respect ourselves, and love ourselves, no matter the hate or adversary one may face, we can get through it and be the world we want to see because we have some sort of belief in ourselves that we belong. That also takes community.

And that no matter the way someone treats you, you don’t have to become that person, you can still lead with love and light. I have been through a lot and I have seen a lot, life isn’t easy and people aren’t always kind and people do take advantage. I’ve learned to lower my expectations of others and at the same time hold space for people and myself, bc no one is perfect. If you love yourself, believe in yourself, respect yourself and find your place of belonging, life feels and looks a little brighter and more positive and you can share that with others. It’s not easy, it’s hard a lot of times. I think entertainment, nightlife and hospitality are, while some will argue are not, to me they are very human industries because we see all sides to people and that’s what human life is, there’s many different sides. Its definitely shaped the way I see the human experience.

Some people will use you, yes, like you’re not human and you can get lost in it or you can grab it by the bull horns and its going to be a bumpy ride but if you keep your head on your shoulders, feet on the ground and the right people around you, you can do it. You have to find the people you can trust and be yourself around and push you for the better, to continue being your authentic self and taking up space if thats what it is you want or choose to do.

I’ve been in situations that I would never put myself in again because it didn’t make me look like the person I know I am, quite the opposite and it made me embarrassed and feel like shit, I almost quit and thats why people usually do quit or get lost. You have to find strength within yourself to keep going no matter what. Staying positive is for you.

FML: So much of PR is built around relationships. How important are instinct and genuine connection to the way you approach your work?

NS: They’re everything. You can have the perfect strategy on paper, but PR is ultimately about people. I’ve always believed that genuine relationships create better opportunities than forced ones. I pay a lot of attention to instinct, chemistry, and whether a collaboration actually makes sense. When the connection is authentic, the work feels much more natural and the results usually follow.

FML: After more than 20 years of creating experiences for others, what are you most excited to explore next?

JO: SO much haha I have a lot of things exciting things happening, which I can’t really talk about but I can say myself, I want to explore myself more, my own art, creativity, I have big dreams that I’ve had my whole life and for most of my life I have put others before me. The people closest to me know that I have a problem haha, not a problem but you know they say, practice what you preach. I’m going to start practicing a little more and having more fun with it all. I put a lot of pressure on myself to be perfect and not make mistakes but ultimately that back fires bc life is not being perfect and making mistakes. So I’m really focused on entering a flow state, taking care of myself and what matters most to me, whats meant for me will be. I’m also excited to continue pushing boundaries with people I love and creating experiences I believe in, I really haven’t even come close to what I actually want to or feel the need to create, there’s a lot inside of me that needs to come out, lets just say that.

FML: As NetoSoberanesPR continues to grow, what are you most excited to build next?

NS: I’m excited to continue building an agency that has a very distinct point of view and a strong connection between New York and Mexico. I want NetoSoberanesPR to continue growing across fashion, luxury, hospitality, beauty, and culture while creating bigger experiences and more meaningful international relationships. Ultimately, I want to keep putting Mexican creativity and talent in rooms and conversations where they deserve to be.

Behind every memorable moment is a collective of individuals whose creativity, instinct, and dedication bring an idea into reality. For Jessee O. and Neto Soberanes, their respective careers reflect two distinct approaches to an industry built on relationships, imagination, and cultural exchange. Through GLITA NYC and Neto Soberanes PR, both have established their own creative identities, contributing to the evolving landscape of fashion, entertainment, and nightlife while continuing to champion the people and communities that make these industries possible.

As FML continues to grow, the contributions of individuals like Jessee and Neto remain an important part of its story. Having helped bring two consecutive Issue launches to life during New York Fashion Week, they represent the creative minds whose work extends far beyond what audiences see on the night itself. Their perspectives are different, but their belief in authenticity, meaningful connections, and the power of bringing people together speaks to a shared understanding of what makes culture thrive. And perhaps that is the essence of FML Stripped: celebrating the people behind the moments, the individuality behind the work, and the stories that deserve to be told long after the party is over.

Photography by Reinhardt Kenneth

Retouch by Valeria Mediana

Jessee’s #FMLFaves

“I do have multiples of favorite things, but for the most part…”

Favorite Song: “Con Te Partirò” by Andrea Bocelli. My grandma was completely blind and she would listen to him everyday.

Favorite Movie: Little Princess

Favorite Dish: This is tough, a homemade hearty meal and take out hahah.

What’s in Your Bag? Lipgloss (well most likely a big tube of Aquaphor haha), my vape (trying to quit), keys, phone, ear buds (I cannot leave the house without these, I will stop at any store to buy shitty wired ones if I forget them), lip liner, eyeliner, and gum or a lollipop. Sometimes psychedelic medicine, I try to keep it light.

Neto’s #FMLFaves

Favorite Song: “Beso” by Rosalía

Favorite Movie: The Devil Wears Prada

Favorite Dish: Tacos al pastor. Always.

What’s in Your Bag? My phone, AirPods, sunglasses, lip balm, charger, wallet, keys, and probably three things I forgot were in there.