It was a pleasure to be able to attend London Fashion Week 2019 first time ever! Following fashion passionately, it was amazing to just sit down and to enjoy magazines come to life in the most fascinating way. It is impressive and overwhelming – the sky is the limit when it comes to colors, shapes and fabrics.
Besides unlimited creativity, fashion week is the time when you can realize how pieces of clothes combined together communicate and create a personal brand. Especially with Streetstyle: it might look like “attention seeking” or “too much” on the first sight but looking closer, one can see the detailed, well-planned statements these Fashionistas make: Personal brand building with fashion at its best!
London Fashion Week’s theme was #positivefashion but I think there is another hashtag used at NYFW that summarizes this phenomenon: #powerdressing.
Power related to the way you dress – an instrument already used back in the days of Julius Cesar and Cleopatra (Green & Elffers, 2000). In the times of fast fashion and casual looks, it is good to be reminded of the historic role of dressing. For me it is a hashtag that makes us aware again of the possibilities fashion can give you when used in a smart way.
To be able to do this, it is helpful to understand the concept of power and how it is related to brand building. Power is always over something – over people or over an event and it is always dependent on a counter-party, dependent on perception: Does the audience perceive you as powerful? Therefore, having power means creating an image of yourself perceived as powerful. The usefulness of dressing has been well known by history-makers around the world. It might be subconsciously, but history proves the effectiveness. Even nowadays, powerful people understand how to use fashion, which would fit perfectly under the #powerdressing, to secure their position in society through creating an image perceived as powerful.
Sure, perception of the audience changes over time as fashion expresses “the times that we live in, our technological advances, even our individuality” but there are still symbols and pieces of clothes which are linked to “power and propriety”, such as uniforms or certain material such as gold (Ffoulks, 2010, p.30).
Having this in mind, let’s see what your wardrobe can offer for that next big meeting – remember #powerdressing can be simple as long as done in a smart way.
So take a minute to think about your personal statement and then see how fashion can communicate this message to the audience.
Missing matching accessories? Just wear a smile and positive mindset! #positivefashion
- Greene, R. & Elffers, J. (2000). The 48 Laws of Power.
- Ffoulkes, F. (2010). How to read Fashion. Bloomsbury Visual Arts.