Defining A Look

Oct 16, 2020

I admire nothing more than a brand that can define their look and then curate it to perfection. Fashion is one of the easiest ways to see brands separate themselves from their peers this way. When we think of Calvin Klein we think of minimalism, and Ralph Lauren will always be associated with classic American style.

Shayla Copas has done a wonderful job in creating her brand around a “southern glam” aesthetic, and she often encourages other designers to create a niche when marketing themselves. Again, when we think of Kelly Wearstler we think of bold maximalist style. The same way we associate Joanna Gaines with the modern farmhouse.

When a brand is able to get very specific then you can easily align yourself with what feels true to the brand and what doesn’t work. Whether you’re in marketing or a creative profession or just an individual that loves a cohesive Instagram page – defining your look is a thing! It can be as big as creating a corporate brand identity or as simple as building your own personal look that you express through fashion.

If you aren’t at a place where you can really hone in on a style, then try this:
1. Make a list or a Pinterst board or a mood board of all the things you love no matter how different they are. Think big but don’t overwhelm yourself with too many images or items.
2. What trends or recurring themes do you start to notice when seeing everything in one spot?
3. Based on those trends or themes, categorize your images/items in a way that makes sense to you (ps – one item could fit into two categories.) Try to condense everything to 3-4 categories at most.
3. Take a break and come back to the project with fresh eyes. Does it still make sense? Can you eliminate anything or categorize more things together?
4. Now, identify any common themes. Use a thesaurus or google to help you really pinpoint a word or words to describe what you’ve created. I would stink to 2-3 words.

Here’s a personal example that might help:) I love a classic look like a white button-up and great denim, but I’m also a big fan of a vintage tee and boots. How does one connect the two? I went through this exact exercise several times until it felt true to me, but I discovered the common theme was “effortless.” Wearing classic pieces feels effortless and un-fussy. Wearing tees and boots feels effortless and laid back. This effortless feel applies to how I like my home to look and my beauty habits. Once I was able to connect everything I like under one common theme, I felt more polished and confident as an individual. If defining your look can have such a strong impact on a person, just think about what it could do for your business’ brand.

About the Author

Malina is a fan of words and loves spending time behind the camera.  She's into styling, especially individuals or photos, and is fascinated by the evolution and significance of branding in today's world. She's obsessed with dark chocolate, magazines and Netflix documentaries.

Learn more about Malina here.

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