E17 - Dr. Irma Penunuri is a proverbial force to be reckoned with.

Hello and welcome to Visible Panty Lines. These are transparent conversations of inspiration, encouragement, and overcoming adversity. And if you've been listening and you subscribe, which I hope that you are, you already know the deal. I am Janae Luciani Sena and it's great to be joining my guest today. Irma, how do you say your last name?

Pennonuri.

Okay. Because I having my entire life having names that no one could ever say. I am very careful about that and I want to make sure that I pronounce everybody's name correctly. That is super important that we do that and that we don't mispronounce people's names because they want to hear their, their correct names. Is it Irma or Irma?

It's actually Irma, but in English, I guess it's Irma.

Yeah. Love it. You're so exotic.

So, Dr. Irma, my tongue roll is terrible. So my apologies. You are an editorial producer and the CEO and founder of Burger Rock Media and Burger Rock Studios. You have an extensive background in fashion. You have really styled people on the red carpet. You are a red carpet sort of fixture yourself. You've produced magazine covers, you've worked with people like Paris Hilton. You have a very kind of cool career and a very cool history. And most recently, you have a really great following on social media and Instagram. And you kind of get everybody talking because why? What happened?

Well, so many different things, but I guess we were talking about the, the butt crack dress recently, right?

So when I say visible panty lines, I mean it, right? Because you literally. So you wore this gorgeous blue dress, laces up like a corset in the back and intentionally has like a peekaboo, right? And you have like a kick ass body. So I mean, I don't blame you for showing it. But what happened? Everybody, like went crazy, right, when you wore the stress.

Well, so a little backstory. So I, for a living, I'm behind the scenes and you just met me, I guess, on social media recently. But I just have all these crazy ideas for my clients, for the production that we do. We've done over now 250 covers and.

Editorials, and I have all of these.

Ideas and I see women, you know, struggle with, like, what will people think? And I'm always pushing everyone else. And then the last I, I want to say five months, I hired a stylist myself and I just decided I was going to go crazy and do all the things that I tell everybody else to do. And so when I went to one of my Favorite cities in the world.

Tokyo.

I told. I've been exploring a little bit, being more sexy. I used to not do that. I used to be very conservative, and I told my stylist, I want to do sexy things, but I want to make it fashion. Obviously. Like, I can't just. The little short dress is cute, but I can't. I can't just do, like, the little basic, you know, lean body, and that's it. And so when he. I was like, please shock me. And when he sent me that, I was like, no, I could never. And then when I got uncomfortable, I was like, oh, my gosh, I have to do this, because this dress makes me feel like I'm gonna, like, freak out. And so, yeah, when I did it, all my friends and everyone's like, oh, my gosh.

Like, is.

What do you like? They just, you know, a lot of.

People were like, this is so you.

And a lot of people were like, oh, my gosh, what's going on? I even had, like, hate messages. Like, this is so tacky. Like, I don't know. It was just, oh, is it?

Volunteer their opinion when you didn't ask for it. That's, like, my favorite thing ever. I don't care.

I mean, it was more about me. To me, it was like, I love challenging myself with emotions, and so I felt really uncomfortable, which made me excited and very nervous and embarrassed. And I never get embarrassed, so when I got embarrassed, I got excited. And then eventually when I put it on, I felt a lot of empowerment. When I actually wear it out throughout the night, I feel very confident just because I was able to get over the embarrassment.

Well, that's such a great attitude to, like, with discomfort. So I, like, I actually have kind of a similar story, but now that we're going back 2011, like, 12 years ago, oh, my gosh. I wore a dress made out of 200 bras on a show called Mad Fashion on Bravo. Chris March, the designer, made this dress for me to launch the bra book. And I mean, it was, like, amazing because, like, it was this great attention. You know what I mean? And, like, your people are like, you're in the spotlight, and all this amazing things are coming from this piece of clothing. It's, like, amazing what that can do. But then, you know, I had been a fashion one of those fashion cops in Life and Style Weekly and Us Weekly for a number of years at that time. And, like, all of a sudden, I was open up the magazine, and I'm in the worst dressed celebrity of the week. And like, yeah, and they were saying that I, you know, I was wearing this corset and this dress made out of 200 bras. And they were like, oh, but she needs a girdle. And, oh, she looks like a giant artichoke. And that was just like the tip of the iceberg. Like, that was, you know, pre social media, really. Like, yes, we had social media, but it was nothing like it is now. And so all I had to do was open a couple magazines and see those comments. Now you have, you know, tens of thousands of followers and anybody can say whatever they want. Keyboard warrior, you know, it's not Lady Bunny calling you, saying that you need a girdle. It's all these people. So I really give you kudos for, like, putting yourself out there. And, you know, in that vein, we were talking a little bit off camera, I guess, so to speak about, like, basically you emerging from being someone behind the scenes and being so successful, successful for so many years behind the scenes. Now you're emerging as your kind of own personality. Right. So what are you hoping to do? You have, you have this production company. What are you hoping to do? Like, what's your goal? What are you manifesting right now?

Well, I think I'm manifesting people doing out of the box visuals and people doing out of the box things in their careers. So we own a PR company and it's focused on minorities. We focus on, like, breakthrough in the US and international, especially for minorities and like, different ideas. So if you're just, you know, someone that likes them, something to be very mainstream. It's not for. We're not for you. I'm hoping to do things that are, you know, new ideas and crazier things this year. And I'm hoping to really elevate creatives. I think my passion for everything I do is creatives. I'm talking about like stylists, photographers, hair and makeup. All the people that really come together to make people look larger than life. And I want to really focus on them this year.

Yeah, that's awesome. And what a great niche to sort of form because it's so needed, I feel, and especially I've been in production for 20 something years now, so I think that's really a great thing that you're doing and you're focusing on. Thanks. You'll do very, very well. So for the listeners, I guess that may not be so familiar with, with your work, like, what are some of, what are some of the highlights that you've done? I mean, like mentioned, you know, Paris Hilton and all these things. But what are. What are some of the personal highlights for you?

Well, I know you said that I'm successful for many years, but my company is only. It's about to turn three, so it's actually a baby. And so when I started trying to be in the entertainment or in the industry that I'm in right now, I just had all these connections and didn't know what I was doing. So my breakthrough that I started was I did the J. Balvin, Barack Obama, Save the Vote campaign in Nevada. And after that, that was my breakthrough. Everyone was like, this girl, when you.

Say that you did that, you styled it. What do you mean? So people understand.

No, I didn't style it. So basically, I had to put it together and I had to find an artist to perform for Barack Obama. And the options were things like. And this is when I literally. I didn't have, like, I can now I could send an email and find anybody in the world. Back then, it was. I was a nobody. So they were like, I'm sure that wasn't the case. Yeah. I was like, they're like, oh, you know, he wants the Backstreet Boys or he wants Beyonce or he wants Drake. And I was like, what? How am I gonna. You know, I.

Mean.

Yeah. So I realized one of his favorite songs was a Beyonce song that was Mi Gente, and it's actually J. Balvin. So I was able to find J. Balvin. Yeah. And then that was a big deal for, like, Latino culture. It was all over the news. And then that's when basically I started getting work that wasn't even prepared for. But I figured it out, and that was the main thing. And then how I got into editorial production was when Covid happened, I thought, oh, crap, like, now, really, I'm not gonna have any work. You know, everything. I had some brands, you know, I had some brands here and there. I was nowhere where I am now. And then I. I decided I was going to make content with my brands for little influencers. I don't wanna say little, but they were, you know, micro. In my showroom, I had a little showroom in la and these magazines reached out and they're like, wait, you're. You're making content? You're. Can we have this content and make it our cover? And I was like, what? And that's kind of how it started. I started reaching out to these. These people, and I just went bigger and bigger and bigger until, yeah, next thing I knew, I had, like, Steve Harvey. You know, I did Jeezy I had Kat Graham. I did all her covers last year. You know, Talia, you know, and I have a couple big people coming up, and I think people like how we worked. I created my own lane, and I created a system where I had a production company, and this is what I did for artists. I did PR and editorial placement for them with crazy visuals and crazy concepts.

Which is, you know, people don't, I don't think, appreciate how much goes into that. Like, you know, just conceptualizing alone. Like, that's not something you learn in school. School. Like, yes, you have a PhD and you have a lot of education, but that's not something that you learn in school. That is a talent that you have to be. You're born with. Honestly, I believe, like, when I sit there and I, like, things will come to me for an article, idea or a book idea, just anything. And it's like, I don't believe that anybody can do this. You know what I mean? I really. And that's not. I swear, that's not my ego talking.

No, it's through. You know, there's. There's a lot that goes in to making something look incredible. And, you know, consistency is something that people don't really. I know they talk about it, but people don't really feel it because you can do something once and make it amazing, but can you do something over and over again? That's what makes you different than the rest. And. And going back to creatives, I'm so passionate about them because I love guiding them and letting them. You know, a lot of people I work with, they're. They started off with me small, and now they're next level, where, yeah, you're great at taking pictures or, yeah, you're great at makeup, but do you show up on time? You know, what is the experience the client is getting? Are you talking too much about yourself? And this person is a celebrity? Like, are you, you know, like, what's going on during the process? Because that's going to take you to have a career.

Yeah, I fully believe that too. And, like, being that person that has the big picture vision, which clearly you are, that's. Not everybody is like that or can do that. There are people that are very oriented for their specific job, and they can do their specific job well, but they need someone else to tell them the rest. You know what I mean? Or to plug them into the bigger picture. And I think you are that person that really develops the big picture. And there's a lot of moving parts and a lot of Coordination that goes into this stuff. And I mean, I've been on a lot of different shoots, from magazine shoots to big television shoots, to live TV to pre produced tv. I mean, there's a lot. Yeah.

Yeah. It's like so much that goes into it and there's a person that is making it all click together and making it all work. And that is really, I think, underappreciated in our industry, Especially like in the movies. Yeah. The directors are all famous, you know, they are. They get all the credit. But it's like in. In other industries, especially in editorial, that you don't get the credit. I feel like.

I mean, it's okay. Like I said, I kind of got known just because I was doing something when no one else was doing it. I have a colleague.

Right. Carving a bee.

Yeah. And I have a colleague that she was, you know, she was doing it as well. She's Caucasian American. Her clients are more, you know, we always joke around that she's like, she's like, you're like the Latina me and she's the white me. She does it. You know, she does editorials as well. You know, I just was specifically doing minorities. You know, Paris Hilton, I think, is probably the only person that is not a minority that I work with.

Actually. She. I sat with her one time at a fashion show at Fashion Week, and she is a sweetheart. She's a lot of fun. She's super sweet.

And her work ethic is insane.

Yes. And she's really smart.

Yeah. When people, I mean, I think that everybody in the industry knows that when people are like, oh, that person's dumb on tv, it's like. Or that they have a huge career. I'm like, okay, yeah, like, it's just luck after luck. You know, some people just get lucky and lucky and they just happen to be beautiful and Right. Over and over again. It's so lucky, you know?

Right. It's luck. Right, Right.

No, it doesn't matter.

No, she's very smart and has been very smart with her business. And so I'm always. I'm all about giving credit where credit is due, especially women, because I think, like, we have everything kind of stacked against us, like just minorities in general. And it's like you already are starting off with cards stacked against you. And, you know, I just had this conversation with the guest that I talked to first today, but she wrote a book called the Joy of saying no. And she was like, you know, look, men, it's accepted for them to say no. And like, that's you know, then they look more powerful and all this stuff. But, like, with women.

It'S too much. Everything's too much.

And that's what I know. It's like, I remember I used to say, oh, I know I'm a lot. I know I'm a lot for people. And it's like, I stopped saying that because, you know, it's like, listen, I'm out here, you know, making it happen and helping people and trying to shed some kind of positivity on people along the way. I'm not just out here doing for myself, you know, I'm, like, trying to really do for other people, too. So if you can't handle it, then, you know, next. And it's.

And it's okay to do things for yourself. It's okay to do something just because you want to do it, because. Yeah, I just don't think it's fair that. Yeah, like, some. Some people are okay with some people doing things just because they want to do them. And some people know. But then that comes, like. Like the dress story.

Like.

Like I said, I did it for myself. I didn't do it. I don't. I don't win anything by, you know, dating or, like, being single. Like, it doesn't. That doesn't help you at all in that world, a space. If anything, it makes you look like you're too much. You just do it for yourself. It's like you. Makes you happy, you know?

Yes, totally. I agree. I know. And, like, listen, I would say you have 90,000 followers on Instagram. I would say you're an influencer. Whether you're titling yourself that or not, I would definitely say that you qualify as that. And I bet you anything someone else out there was showing off their ass crack after you wore that dress. You gave them the confidence to do that.

Yes. Show your ass crack in the right place. It's the right thing.

I mean, please, like, you're. You're in great shape, and you looked amazing. So it was kind of like you. It. It didn't faze me because it really didn't look bad. You look beautiful. In some other instances, maybe someone couldn't pull it off. But, like, hey, like, to your point, if you feel it and you want to, why not go for it? That's why, you know, I love, like, people nowadays, like, Lizzo, you know, who's like, hey, I wear lingerie when people tell me I'm fat and I'm not supposed to, you know, and she wears it on stage and it's like, refreshing, obviously, because it's kind of like, do what you want and what makes you feel good and, like, fuck everybody else, basically. For her.

For her, it makes her more money because she's an entertainer. So the shock factor only, you know, it only gives you more views, more likes, more, you know, more. Even more hate. Whatever it is, it gets more attention. So that's good. That's why I, you know, like I said, I tried to push my clients to do, like, shock factor things. I'm very. I'm very like that, especially visually.

Yeah, I used to be more like that. I was. It was my idea for the bra dress. Like, I brought that to the producers of Mad Fashion, and they liked it. And I was the finale episode over. Chrissy Teigen and Jennifer Coolidge, like, they thought my. Because it did have a lot of shock value to it. So, you know, I remember, like, being like, okay. I feel like that was, like, a fricking genius. I mean, it was great for my career. I got so much press out of it, you know, I mean, it was, like, awesome. But now, today, am I on that road? No, not so much. Like, now I'm just doing things that really make me feel good on the inside and not so much. Yeah. So that's kind of where I'm at in my life. But, you know, I know everybody's, like, at a different point, and it's really cool just to see, like, women doing things and doing what drives you and what motivates you and what makes you feel good. Because I do believe everybody should pursue their passion. And I think that's why it took me so long to start this podcast, because I was like, I don't know. I'm just not feeling passionate about it. And then one day I was like, you know what? Now I think it's the time. So here we are. Yeah.

What you love to do.

Yeah. And I love. I really love talking to women like you and being able to bring that to the masses and listeners. And just hopefully they will, you know, somebody will get inspired by your story.

The dress story is interesting.

Yeah.

No, but. But really, like, I. Yeah, this. But that's who I really am. I really am. Like, I really just do things. Since I was little. I really just do things for myself and how I feel. You know, I'm very unapologetic, but.

Yeah.

But I very recently decided to share that side of me, and I think people that know me have seen bits and pieces of that. But I think that recently, because I've achieved what I Achieved. And I think I've, you know, I'm older and I have this, you know, power that I, that I kind of created for myself. I feel like, comfortable just sharing it as well, you know.

That's amazing. So where can our listeners get more information about you and follow you and all that good stuff?

Well, my Instagram is Burger Rock. It has nothing to do with anything. And our agency's Instagram is Burger Rock Media, and The website is burgerrockmedia.com. but, yeah, they can go and look. So we do. We have a lot of different services, mainly PR and yeah. An editorial production.

So.

So, yeah, and we take all kinds of clients. It does all walks of life. We have corporate clients, we have celebrity clients. We have people that just. We had a woman that literally did a whole production for herself for her birthday, you know.

Oh, my God. Yeah.

She was like, do you take. She was like, sent this email. She's like, do you take people like me? I'm like, yeah, I want to do this. I don't want to do that. And we did it, you know, so.

That is so awesome. Yeah.

And my team is. They're all Mexican, actually. Like me, I'm Mexican. And so it's very specific. But we, we're very diverse. We do, you know, we just did a project right now and I was in Dubai. We did. I did PR for a client and in Dubai. And you know, we work with Lebanese and Arabian press. Like, I mean, we've done it all. So.

Yeah. That's amazing. That's amazing. Good for you. Awesome. It. Well, it has been so nice chatting with you and appreciate you and thanks so much for joining me on Visible Panty Lines, the podcast.

No, thank you for having me. And now you need to send me a picture of that, that dress with the bras I now have to send.

See it? Oh, yeah. Just. Oh, my God. It's very Googleable. Just Google Janae Luciani bra dress and you will see.

I can't believe how long ago it was at this point.

It's like, oh, my God.

It's crazy to think about, but kind of how much has changed since then. But I am still the go to broad boob lady. So here for all your. Your needs.

So you so you specifically, like, know everything about bras and boobs? Not panties, but bras. Yes.

Specifically bras. Yep. How to help women find their perfect bra and started my own bra line during the pandemic on qvc. Yep. And it's a crystal healing bra. It's called the Gem bra. So yeah, so that's been a whole nother venture. And then I also, you know, work with a lot of other bra brands to, to, you know, for my TV segments and stuff like that. Help kind of bring people the best of what's out there and help them find everything to really solve all their problems. So.

Oh, I need help with that.

Like I told you before, I. I.

Don'T even wear bras. I don't. I think I have two.

Oh my God, that's crazy. I wish I could not wear a bra. Like I even sleep in one.

I just wear sports bras. And then I. And the crazy part is I have huge boobs. So I don't even. I don't even know. I just don't wear bra. I don't know. I just don't wear bras.

Wow.

Well, I have to ask you what kind of bras I should wear?

Well, I mean, really, it's a personal thing. I always tell women that, like, if I don't want to say, like you need this foam cup T shirt bra with an underwire and this and that if you are not comfortable in that. You know what I mean? So, like, by all means, if you're comfortable and your sports bra is working for you, like, who am I to tell you you're in the wrong bra? You know what I mean?

But I need. But sometimes the other day I had to wear like a blouse and then I couldn't find my two bras that I have and I'm like, how do I not have bra and how do I not know what you know?

Like, I don't know.

So I'm going to ask you.

I mean, there's so much out there, like especially for larger busted women. There's like entire lines for big boobs. Like I did my bra up to a 3X, which is a 44G just. And it's wire free, which was awesome. And our like 3x actually was the first to sell out. So that like, tells me that it was really comfortable for these larger women, which I like love hearing. Especially the fact that like they didn't. We didn't need the wire. So there's a, like really a thing. But you definitely should have obviously like you said for a blouse you need a T shirt bra, which is like a foam, you know, kind of smooth bra that isn't going to show through. And a plunge, maybe with a plunge, like neckline, you know, so you probably should have that on hand for the.

Next time for a blouse.

But yeah, so there's, there's kind of like some different kinds of bras that I feel like all women probably would want to have in their bra wardrobe just to accommodate clothing, obviously. But I have my like everyday bra that I wear. I have like 20 of them the same one. So I mean, like you can find one that's like your favorite, like your sports bra or whatever and just go with it and it's fine as long as it's working for you. But yeah, you do need a couple that are like for special occasion or, you know, that sort of thing.

So yeah.

But I'm happy to help you anytime. Just email me.

Thank you so much.

All right. Well, thank you so much. And everybody, you have been listening to Visible Panty Lines, the podcast. A new episode drops the first three Sundays of every month. Thanks for tuning in and we'll see you next week.