ELEMENTS OF STYLE:
PART V.I
Imani Smith
10.21.2019
Thank you again for joining me for another installment of Elements of Style. This time around I’m continuing to investigate the correlations between our mental health and the personal style choices we make. In the previous installment of EOS I explored the concepts of Uniform, Time Capsule and Reactive styling. After taking some time to sift through my own personal experiences and those of clients past and present, I realized that there was so much more ground to cover. I'll be discussing some additional methods of styling that are often results of shifts in our states of mind.
When I take inventory of all the different personalities and idiosyncrasies I’ve encountered on my journey as a stylist, I’m always amazed at the core similarities of the human experience. Although we all look, communicate and perceive things differently, sometimes our style habits are what unite us. I have come across numerous people who unknowingly indulge in the act of Mannequin Styling. What I mean by Mannequin Styling is purchasing looks that are exact duplications of what is displayed in retail settings. At a glance, there is nothing wrong with this practice, per se. However, when I notice a pattern of a client refusing to make their own style choices, I can’t help but to be concerned.
In my experience, I find that Mannequin Styling can be a symptom of a lack of confidence in one’s own abilities to make choices. A client who doesn’t give themselves creative control over their own wardrobe may imagine that they’re eliminating any margin of error. With no presumed ‘errors’ being made, there could come a feeling of safety. With that safety there may be a sense of exemption from any potential ridicule from others. This behavior may feel self-serving, but in my opinion, it’s quite crippling. With no risk, there is little chance for reward when it comes to style.
As consumers, we see retailers as the ultimate authority when it comes to their products. Who would know more about styling a product better than the entity who conceptualized, designed and manufactured said product? It’s not wrong to trust brands and retailers, but the real magic happens, stylistically, when consumers trust themselves. Just as the brands we know and love are the authorities on their products, you are the authority on the collection of handpicked products that make up your wardrobe. Ultimately, you will be the one who is tasked with wearing these items day in and day out, from season to season. Overindulging in Mannequin Styling techniques allows for big brands to do your thinking for you. There are a lot of moving parts behind the scenes to persuade you, as a consumer, to do exactly that- consume. Brands have marketing teams targeting their ideal customers. To keep a retail business afloat, it is imperative to be able to predict the needs of current and prospective customers. Good marketing can help these businesses to stay several steps ahead in an often fickle and extremely competitive industry. These marketing teams are using various tactics to learn more about you as a consumer. One familiar tactic is as innocent as obtaining basic demographic information collected from customer service surveys. Customers voluntarily supply information like household income, shopping habits and even the names of the other retailers they patronize in exchange for 15-20% off of their next purchase. Other tactics that are hardly discussed are more intrusive, like buying and tracking customer’s social media data and search histories to get an even more holistic look at their target market. From a retailer’s standpoint, there is way more value in knowing what my customer is liking on social media in comparison to just getting their zip code at the end of a survey.
While I use the term Mannequin Styling, I’m in no way discrediting the importance of retail merchandisers. I know firsthand that only long hours of hard work and lots of blood, sweat and tears are required to create an enviable retail experience. In this day and age, the retail experience is more expansive than ever before and it goes beyond just mannequins in a storefront. I’m talking about fashion shows, social media content, celebrity partnerships and so much more. Retailers WANT you to buy what they’re trying to sell to you. If you’re following their lead on how to style their product, then their job is done.
Aside from any external pressures or unsolicited commentary, there is no shame in making the occasional shortcut with your personal style. I would only advise making these shortcuts in moderation, though. If Mannequin Styling becomes habitual, you run the risk of losing control of your personal style. If a look is merchandised well, looks great on you, then you should absolutely go ahead and incorporate it into your wardrobe. My hope is to normalize the concept of making your own style choices.
The job of the retailer and the job of the stylist often overlap; however, clients must understand that each party has different objectives. A retailer’s objective is to stay in business, by any means. My objective is to partner with my client to make sure that their needs are met, not just externally but internally. Building the trust within yourself to make your own choices is what brings true uniqueness to your wardrobe. Uniqueness begets self-expression, and self-expression is the essence of great personal style. If you find yourself struggling with cultivating your personal style, partnering with an experienced and knowledgeable stylist is the simplest remedy.
Until next time, thank you.
Imani Smith
ImaniSmith.FolioHD.com
StyledByImaniS@Gmail.com
