Today we’d like to introduce you to Dalia Whitley.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
12:22 is more than a fashion brand, it’s a celebration of being seen.
I started 12:22 because of my birthday, December 22. Growing up, I never really felt like I had people around me who celebrated me the way birthdays should be celebrated. Over time, I realized that a birthday isn’t “just another day.” It’s the day your life began. It’s a reminder that you matter and that the people who love you should celebrate your existence.
That realization became the foundation of my brand. I wanted to create clothing that gives people that same feeling not just confidence, but significance. When someone wears 12:22, I want them to feel unforgettable. I want them to walk into a room feeling like they’re being celebrated, noticed, and appreciated, just as everyone deserves to feel on their birthday.
What started as a deeply personal story has grown into a brand that represents confidence, individuality, and self celebration. Every collection is designed to make people feel bold, special, and impossible to overlook because I believe everyone deserves to feel remembered.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It definitely hasn’t been a smooth road and honestly, if it had been, 12:22 probably wouldn’t be what it is today.
The first time I answered this question, my response was completely different because both I and my business have grown. As a brand that’s now two years old, the challenges have evolved. In the beginning, it was about learning how to build a brand from the ground up. Today, it’s about consistently promoting the business, creating fresh content that keeps people engaged, and finding the balance between staying true to my creative vision while giving my audience what they want to see.
One challenge that has also become very personal to me is size inclusivity. Recently, I went shopping with my mother-in-love, and it was disappointing to see how few stylish, wearable options were available for plus-size women. It reminded me that so many women are still underserved by the fashion industry.
That experience strengthened my vision for 12:22. I don’t want to create fashion that only speaks to one body type, I want women of all sizes to feel celebrated, confident, and seen. As the brand continues to grow, creating beautiful, fashion forward pieces for my plus-size community is something I’m passionate about expanding.
Every challenge has pushed me to think bigger, create with more purpose, and continue building a brand that makes people feel unforgettable.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I am a self taught fashion designer who specializes in women’s ready to wear statement pieces. Every garment is hand sewn with intention, allowing me to have complete creative control over every detail from the first sketch to the final stitch.
I’m known for bold colors, loud prints, and avant-garde silhouettes that refuse to blend into the background. I’ve never been interested in creating clothing that simply follows trends. I want to create pieces that start conversations. When someone wears 12:22, I want them to feel confident enough to take up space and unforgettable enough to leave a lasting impression.
One of the moments I’m most proud of has been the success of my viral swimwear collection, 8THAT. Watching people connect with the collection and seeing the response online reminded me why I started designing in the first place to create pieces that make women feel celebrated and confident.
What truly sets me apart is the experience my designs create. My runway shows are some of my favorite moments because I get to step back and become part of the audience. There’s nothing like hearing the crowd react when one of my models walks onto the runway. Those gasps, cheers, and smiles tell me everything I need to know. That’s the goal every time: to create a piece that people remember long after the show is over.
At the heart of 12:22 is the belief that fashion should never whisper ,it should make an entrance. My designs are for women who aren’t afraid to be seen, celebrated, and confidently themselves.
Do you have any advice for those looking to network or find a mentor?
I would absolutely love to have a fashion mentor someday. I don’t believe that God has placed that opportunity into my life just yet, and I’m okay with that. I believe God will send the right mentor at the right time, and when he does I’ll be ready to learn, grow, and make the most of that relationship. Until then, I’ve learned to be resourceful, stay curious, and keep investing in my craft every day.
Networking, on the other hand, is one of my favorite parts of being an entrepreneur. I genuinely enjoy meeting new people, and I never let fear stop me from introducing myself. I’ll walk up to almost anyone, start a conversation, and make a real connection. I think people can tell when you’re being authentic, and that makes all the difference.
One thing that’s worked especially well for me is leading with kindness instead of trying to “sell” myself. I’m very much a girls’ girl, so I naturally connect with other women. Sometimes I’ll compliment someone’s outfit or energy, and other times they’ll compliment me. Either way, that small interaction often turns into a genuine conversation.
Before we part ways, I always make sure they know my name, where they can find me on social media, and what I’m currently working on, whether it’s a new collection, an upcoming fashion show, a photoshoot, or another creative project. I never want it to feel like a sales pitch. I want people to leave the conversation remembering who I am and feeling like they’ve made a real connection.
My biggest piece of advice is to stop waiting for the “perfect” networking opportunity. Some of the best relationships begin with something as simple as saying hello or giving someone a genuine compliment. You never know who you’re standing next to or where one conversation might lead. Be yourself, be intentional, and don’t be afraid to let people know what you’re building. The right connections often start with genuine conversations.
Contact Info:
- Website: https://1222fashion.com/collections/new-arrivals
- Instagram: https://www.instagram.com/twelvetwentytwofashion?igsh=MXZlZWptMGRsZ3NrYg%3D%3D&utm_source=qr
- Facebook: https://www.facebook.com/share/1dDecgWqCA/?mibextid=wwXIfr
- Youtube: https://youtube.com/@twelvetwentytwofashion?si=EclueoBBKK-Y6FiU
