Since the pandemic began in 2020, college graduates have struggled finding a place in the workforce as jobs are declining. But Jordan Pietrafitta, a 2020 graduate and previous Klio staff member, carved out a space for herself with her senior thesis turned small business, EARTHLY for the Planet.
Jordan Pietrafitta
Jordan worked on Klio as one of the web developers for the 2017 edition, but she was also featured in the edition and on the blog with her photos. During her time at Penn State, she was also involved with VALLEY Magazine, where she worked as a writer, photographer, and later PR director. Jordan graduated in May of 2020 with a Bachelor’s degree in English and Advertising and a minor in sociology. Currently, she works full time on EARTHLY as she searches for another position, using all of the skills from her previous experiences at Penn State.
I conducted and transcribed an interview with her about her time at Klio, her love for photography, and how her brand has changed her time during COVID. The interview has been edited for clarity and conciseness.
Amanda Nurse: In 2017, you worked at Klio as one of the web developers. How has that role influenced what you did after graduation and changed what you did during the rest of your time at Penn State?
Jordan Pietrafitta: When I worked at Klio, I learned how to use WordPress to edit, streamline, and make the website look really cool. I took my skills from Klio—working with a team and taking people’s feedback—and I’ve used that outside of Penn State in my own business. I designed my own website for EARTHLY for the Planet. Working as a web developer helped me explore these avenues more and feel more skilled.
Photo of reworked clothing by Jordan Pietrafitta
AN: You have been doing photography for your own company, Jordan Alicia Photos, since 2016. How did you become interested in photography?
JP: I’ve been interested in photography since my parents gave me my first DSLR my freshman year of high school. I always used to bring it on school field trips to take pictures of my classmates and friends. It wasn’t until Penn State, when I took an extracurricular photography class through the Arts and Crafts Center that I learned how to use all the settings.
I like photography because I get to meet people and help people feel pretty and beautiful. That’s the whole point of what I think photography is—creating artwork. I don’t photoshop any of my photos, so what you see is what the picture is, which I think is cool.
AN: You have done a lot of photography at Penn State, from Movin’ On to music events at Champs. What drew you to photographing musical events and concerts?
JP: I like music photography because it combines my love of photographing people and seeing music. Not only is it cool to be photographing celebrities and musical artists who are famous, but I like the entire vibe of music festivals and concerts, which is why it was so cool to be a photographer for Movin’ On and Champs. You’re packed in there, with hundreds of people who are listening to the same music as you, and everybody’s having a good time, and there’s so much energy, and it bounces off of people, and the entire venue is hype and excited. It’s one of my favorite things in the world.
Portrait taken by Jordan Pietrafitta for EARTHLY website
AN: You wrote that you prefer portrait photography on your website. What do you like about taking portraits, and where do you get your creative inspiration?
JP: I prefer fashion portrait photography because you have a direct connection to the model you are photographing. You’re trying to make them feel comfortable in front of the camera, so it is a lot of conversation where you’re hyping them up. I also love having models who are willing to do crazy poses and dress up in funky outfits, that makes it more fun. I get my creative inspiration from a lot of different places. Pinterest is really good for photography ideas. If I am in a creative mood, I can come up with ideas based on the world around me.
EARTHLY logo designed by Jordan Pietrafitta
AN: Your brand, EARTHLY for the Planet, started off as your Schreyer’s thesis. Why did you decide to turn it into an actual brand? Was it difficult switching gears from only creating the brand as a campaign into a full brand where you do all social media, design, sewing, and other aspects of the business?
JP: I decided to turn EARTHLY into an actual brand because after I graduated, the job market was pretty much non existent, especially in the communications field. Also, after all my research, I wanted to put in time and effort to try and make it happen. I knew I had a good idea and bare bones of a plan, and I didn’t want to give up on it. I already knew how to sew, at least at a basic level. I make all the clothing myself, I do all the social media, and I run the website, so it’s a lot of work.
AN: Tell us more about your brand! Where did your inspiration come from, and why do you think sustainability and inclusive fashion are important?
JP: EARTHLY for the Planet is a diverse, sustainable, and inclusive fashion brand. It is for people of all races, ages, genders, sizes, abilities, sexualities, and socioeconomic statuses. My inspiration came from seeing the Aerie Real campaign, where they include people of all sizes, races, and ages. I wanted to make a brand that could bridge the gap between being inclusive and diverse and being sustainable, which ended up being a lot of work for me in the research department. EARTHLY being sustainable makes it easier because I can work from materials that already exist. That’s the whole point—to take materials that already exist from customers as donations, and make them into new things, so that they don’t end up in landfills.
I also take ten percent of the proceeds and donate them to sustainability, social justice, and environmental organizations, because I really want it to be a genuine brand that cares. Who knows how long we have left on this planet that we are currently poisoning with our pollution? I want to make as big of a difference that I can in sustainability, diversity, and inclusivity while I can.
Graphic designed by Jordan Pietrafitta on how EARTHLY is sustainable
AN: How has COVID affected your business and pursuits after college? Has it changed what you thought you were going to be doing post graduation?
JP: COVID allowed me the time to start my business, so it has been a positive thing for me so far. If I had gotten a full time job right out of college, I would not have been able to start EARTHLY and build it from the ground up.
For the communications field, most people don’t start applying to jobs until the end of March or early April because they fill those jobs pretty quickly, so for me to have COVID show up, I didn’t even get the chance to apply to jobs. Before COVID, I thought I would be going right into the workforce. I did in a sense, but it’s different because I started my own business. I’m still looking for a full time job, but it isn’t the only thing I am doing.
AN: What advice do you have for graduating seniors about being proactive during COVID, or for English and PR majors still at Penn State?
JP: It’s really helpful to think about your resume during COVID. I didn’t want it to seem like I was just sitting at home doing nothing for a year, so I started EARTHLY. I am doing all the things that I would be doing with my career regarding social media, PR, and advertising. I’m not saying you should go start a business if you can’t get a job (though you can if you want to!), but I think that you should be mindful of finding something to do in the meantime. I also participated in a few PR related and leadership programs and completed a few certificates for digital marketing and social media. Being proactive and looking for those opportunities looks good on a resume. I would recommend not limiting yourself and searching for opportunities.
Jordan Pietrafitta graduated from Penn State in May of 2020 and studied English and Advertising. She was one of the web developers for Klio while at Penn State and held leadership roles in other organizations including VALLEY Magazine and Movin’ On. Jordan is extremely passionate about fashion, photography, and all things creative and has a photography business, Jordan Alicia Photos, and her own diverse, inclusive, and sustainable fashion brand, EARTHLY For The Planet. She loves the freedom of being able to run her own businesses and create content and products that people love and feel good about and is really proud of what she’s been able to accomplish so far. Jordan wants to help people and be able to make a difference in the world.
Find Jordan:
Instagram || Website || Jordan Alicia Photos website || Photo Instagram || EARTHLY Instagram || EARTHLY website
If you are interested in joining the staff of Kalliope or Klio, check out the Kalliope website for information on the literary magazine, or register for ENGL 209, the class that creates Klio Online Creative Arts Journal. The next semester of the ENGL 209 will take place in spring 2022.
Amanda Nurse is a senior studying English, Women’s Studies, and World Literature. Besides being Klio’s Editor-in-Chief, Amanda is interning at a tech startup called Alphy, where she writes content about advancing women, and she serves as a member of the fiction, nonfiction, and copyediting committees for Klio sister publication, Kalliope. Amanda has previously had her writing published in Folio 2019. One day, Amanda would love to spend her time writing novels and watching superhero movies in a cozy apartment in a big city, surrounded by books.