Sofia Sanchez de Bteaky by Rachel Guiness


Sofía Sanchez de Betak (aka, Barrenechea) is a Buenos Aires born, New York based, Art Director and fashion consultant. While studying at Universidad de Palermo in Buenos Aires, Sofía began her career as a Junior Art Director for prestigious fashion photographer Urko Suaya, before moving on to Time Out Magazine, as an editorial designer, focusing on travel publications. She balanced her studies and day jobs with night Typography Teaching at the reputable University of Buenos Aires (UBA) for three years.

Upon graduating, Sofía signed on as an Art Director at Lloyd & Co, for which she relocated to New York City. The acclaimed advertising agency founded by Doug Lloyd, hired her to work on accounts like Estée Lauder, Derek Lam, Aerin and ICB. Sofía’s capabilities include print as well as TV advertising, packaging design, collateral development and design, social media planning, online services and strategic branding. Since she left the agency, Sofía has worked on projects for numerous brands, such as Marni, Just Cavalli, Chloe, DFS, Tiffany & Co, H. Stern, Rouge, Paige, Kohl’s, Jimmy Choo, Acria, Belstaff, Ermenegildo Zegna, Feel Food, John Hardy, Neiman Marcus, St. John, Swarovski, Tamara Mellon, TheCrane.tv, Nine West and Whil.

As a model, Sofía has shot campaigns and advertorials for top brands including Barneys, David Webb, Hogan, Chloe, Chanel, Massimo Dutti, and Zara. She has been featured in magazines such as American Vogue, British Vogue, Vogue Paris, Vogue Spain, Vogue UK, Vogue Australia, Vogue India, Vogue Korea, Vogue Brazil, Vogue Latinamerica, Vogue Russia, Marie Claire US, Marie Claire Italia, Flair, Tatler, Town & Country, Harper’s Bazaar, Porter, InStyle, L’Officiel, W, Lucky, Glamour, Vanity Fair, Forbes, Travel+Leisure, Grazia, Hola, Revista & Diario La Nación, T Magazine, Art Newspaper, Interview, Galera, ParaTi, Ohlala, Diario Clarín and InfoBae. She has graced the covers of Town & Country, Lifestyle, Flair, Galera, among others.

She is a staple on the red carpet and regularly attends many diverse cultural events internationally, and has been named among the Best Dressed Women by Vogue Magazine countless times.

Sofía has been named among the 10 most influential women of Argentina, together with the country’s First Lady and the Vice-President.

With a keen eye and love for fashion and travel, Sofía has collaborated with several magazines and brands, working on special projects and often served as a brand ambassador. This list includes Chanel, Valentino, Rodarte, Chloe, Mary Katrantzou, Peter Pilotto, Michael Kors, Zara, Jason Wu and The Luxury Collection (Starwood Hotels), Harper’s Bazaar Latin America & México. She also contributes to publications including Condé Nast Traveler US (Style Contributing Editor), Vogue Latin America & Mexico, Revista La Nación and Nowness.

In the fall of 2015, she curated along with her husband Alexandre de Betak, an Artist’s Jewelry Auction for Paddle8. The auction launched in Paddle8‘s site and sold out almost immediately.

After years of working in the fashion industry, Sofía felt a keen need to introduce her home-country talents beyond borders after years of world traveling. In 2012, Sofía launched her website www.UnderOurSky.com, offering a selection of Argentina’s most sought after design, focusing on handmade and one of a kind accessories which she commissions from local designers.