Here’s My Short(ish) Story.

Currently The Hollywood Reporter‘s first in-house e-commerce writer, Danielle Directo-Meston is a journalist, editor, and consultant based in her home city of Los Angeles. Over the past 15 years, she has spotlighted emerging and established local designers, businesses, and brands, and her bylines have appeared online at Rolling Stone, Racked LA, Curbed LA, MyDomaine, and LAist and in print magazines such as Where LA, C, and Pacific San Diego.

A lifelong writer, Danielle began her career as a copywriter while covering local news and culture on the side for North Hollywood-Toluca Lake Patch and LAist. She made the freelance switch when she became the associate editor of the now-defunct retail and fashion news site Racked LA, where she covered everything from sample sales and rising talents to the history of LA’s coolest shopping streets and more. Since then, she has continued to cover fashion, beauty, wellness, fitness, and lifestyle as a freelance writer and is also the editor, founder, and publisher of

Danielle earned her B.A. in magazine journalism at CSU Northridge, where she was proud to serve as the editor-in-chief of the university’s newspaper during President Barack Obama’s historic 2008 election. She currently lives in the Valley with her husband, two kids, two dogs, and one cat.


I currently cover the following topics:

  • The Hollywood Reporter: Celebrity product launches, Hollywood-related shopping news, fashion, fitness, wellness, travel, and other lifestyle topics
  • Los Angeles- or California-focused retail news, brick-and-mortar sample sales, fashion, beauty, wellness, fitness, lifestyle


I am taking consulting clients on a case-by-case basis. I offer the following:

  • Analysis/audit of PR email pitches
  • Media training and consulting
  • Brand and marketing consulting

To learn more, email me by clicking on the “Contact” link above.

Danielle Directo-Meston

Photo: Katee Grace