Prue Fisher is a London-based fashion stylist. Prue has recently worked with Select Model London and assisted in the styling of famous faces such as Nicola Coughlan and Bimini Bon Boulash.

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Meet Prue Fisher

What made you fall in love with fashion?

I have always loved fashion. As far as I can remember, I have always been picturing clothes and outfits in my head. I remember seeing pictures from the Met Gala in magazines when I was younger and finding them so captivating.

Another event that confirmed my love for fashion was writing my dissertation, which focused on the world of fashion and Surrealism. I looked closely at the link between designer Schiaparelli and Surrealism during the early 20th century.

Where do you find inspiration?

If I am ever struggling with a creative block, I always turn to Tagwalk—a tip I learnt from assisting Aimee Croysdill.

I also turn to my Pinterest boards for inspiration. I am forever adding to them and they never let me down.

We asked Prue to share the creative concept that she hopes to one day bring to life...

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Surrealist dream

I'd love to stage a shoot that acts as a nod to my studies of the Surrealist art movement. The shoot would celebrate shape, beauty, and a dreamlike world.

The styling would include simple dresses and suits. The looks will be accessorised and styled with large hats, bows, socks, gloves and feathers. I'd shoot against a backdrop of turquoise waters and white sand to bring out the strange beauty and magic of Surrealism, whilst allowing for sleek silhouette contrasting shots.

In a dream world, it would only feel right to work with Schiaparelli. Additionally, I would love to work with YSL, Versace, Valentino, 16 Arlington and Miscreants London—they are all amazing.

Find an archive of Prue's work on her Instagram, or learn more about her services on her website.

For personal stylists, building a beautiful wardrobe is a great outcome; but watching a client grow in confidence and self-acceptance is the real reward. The key to unlocking that confidence and crafting a perfect style identify for your client is to truly get to know them as an individual. What do they need from their wardrobe day-to-day? What is inhibiting their confidence in their style right now? What do they dream of doing if they had the perfect wardrobe?

Visualist speaks with professional personal stylists to find out what questions they have to ask in their initial client consultations.

Personal styling client questionnaire template

Current situation

1. When did you last feel fabulous?
2. When you look in your closet, how do you feel?
3. When do you feel the most confident about yourself?
4. When was the last time you wore an outfit that made you feel like yourself?
5. When did you last wear this outside the house?
6. Where do you currently shop the most?

Pain points

1. What could make you feel more comfortable trying X type of item?
2. Why do you feel scared to wear bright colours?
3. When do you get frustrated whilst shopping or getting dressed?

Inspo

1. Who do you follow on Instagram and love?
2. What does a typical week in your life look like?
3. On a Saturday night, where do you go for dinner?

Goals

1. How do you want to feel when you show up in your elevated style?
2. Where do you see yourself in the next year if you make changes to your style?
3. What would you like to achieve from our session?

To learn more about the thinking behind each question, listen to what our experts had to say...

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Michelle Wright

When did you last feel fabulous?

Your role extends beyond curating the perfect wardrobe, it is also about how you make your clients feel. The way you phrase your questions can help to rewrite your client's narrative from one of self-doubt to one of self-love—so always focus on the positives!

Michelle Wright is a personal stylist based in the East Midlands, UK. Read more insights from Michelle Wright.

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Erica Ball

When you look in your closet, how do you feel?

Naturally followed by, "How would you like to feel?" Once you have established your client's current relationship with their wardrobe and what they hope to achieve with the help of your services, the work can begin.

Erica Ball is a personal stylist based in Los Angeles, CA. Read more insights from Erica Ball.

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Christen Johnson

When do you feel the most confident about yourself?

With this question, you want your client to open up about their passions and motivations. Their answers should tell you more about how they hope to be perceived in their workplace, and you can use that information to build their style identity.

Christen Johnson is a personal style consultant specialising in styling professional women. Read more insights from Christen Johnson.

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Morgan Bienvenue

When was the last time you wore an outfit that made you feel like yourself?

Dressing as your authentic self is the key to feeling great. Identify what made them feel great and then analyse why—that way you can recreate those elements to ensure you find clothes that make your client feel great again and again.

Morgan Bienvenue works in editorial and personal styling. Read more insights from Morgan Bienvenue.

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Louise Hall

When did you last wear this outside the house?

This is a good question to assess the current functionality of your client's wardrobe, but their answer is also a great indicator of how willing they are to let things go. It also serves as a good starting point for a conversation about having to be ready to let go of the old to make room for the exciting new.‍

Louise Hall is a personal stylist and colour consultant. Read more insights from Louise Hall.

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Lisa Wisdom

Where do you currently shop the most?

Is your client a shopaholic or do they avoid the shops entirely? You'll soon find out! Figuring out your client's go-to brands gives you a good sense of their budget, aesthetic, and where their current wardrobe might be lacking.

Lisa Wisdom is a personal stylist and founder of Style With Wisdom. Read more insights from Lisa Wisdom.

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Polly Goodyear

What could make you feel more comfortable trying X type of item?

Asking this question should help reassure your client that they can trust you to support them on this journey. Together you and your client can brainstorm potential strategies to help them overcome their insecurities.

Polly Goodyear is a personal stylist and gift concierge. Read more insights from Polly Goodyear.

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Saasha Scaife

Why do you feel scared to wear bright colours?

Wardrobes are more fun with colour! But embracing the rainbow can be hard for some clients, and their reservations are often evidence of deeper insecurities. If you can come to understand your client's hesitations, you can then support them in embracing brighter possibilities!

Saasha Scaife is a personal stylist and colour consultant. Read more insights from Saasha Scaife.

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Ginny Hudnut

When do you get frustrated whilst shopping or getting dressed?

It can be difficult for clients to pinpoint what exactly is leaving them unsatisfied with their wardrobe. Instead, it could be useful to identify when the problems arise and work backwards from there.

Ginny Hudnut is a personal stylist and colour analyst. Read more insights from Ginny Hudnut.

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Catherine Roberston

Who do you follow on Instagram and love?

An Instagram feed says 1000 words. You're not trying to copy their style icon, but rather use them as a springboard for getting to know your client's preferences and what they may be open to trying.

Catherine Robertson is a personal stylist and founder of CR styling. Read more insights from Catherine Robertson.

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Jiovani Cervantes

What does a typical week in your life look like?

What better way to understand your client's lifestyle than to ask for a full run down? Your client's wardrobe needs to be practical for their day-to-day life, so you need to understand what exactly that entails!

Jiovanni Cervantes is a stylist based in Los Angeles, California. Read more insights from Jiovani Cervantes.

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Brianna Wise

On a Saturday night, where do you go for dinner?

This question might seem superficial, but a client's answer speaks volumes about their tastes, personality, and lifestyle. Do they need a wardrobe fit for fine dining, or would they prefer to feel comfortable and casual for a home-cooked meal?

Brianna Wise has worked in the styling industry for years and now offers coaching and advice for fellow personal stylists. Read more insights from Brianna Wise.

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Shaquanna Chappelle

How do you want to feel when you show up in your elevated style?

Powerful, sophisticated, elegant—if your client can pinpoint a keyword they would like to embody with their new style, that is a great clue as to the style and attitude you're looking to create.

Shaquanna Chappelle is an Atlanta-based image and style expert. Read more insights from Shaquanna Chappelle.

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Natalie Daley

Where do you see yourself in the next year if you make changes to your style?

Share in your client's excitement about their future and the clothes that will take them there—it will make the process so much more enjoyable for you both. Plus, speaking your goals out loud is the first step to success!

Natalie Daley is the founder of Style Confidence Daley. Read more insights from Natalie Daley.

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Sarah Sullivan

What would you like to achieve from our session?

Before you start, set your goals. It is important to understand exactly what your client wants to get out of working with you. Are they looking for a whole new wardrobe? Or do they simply need advice on styling existing pieces to take the stress out of getting ready in the morning?

Sarah Sullivan is the founder of personal style consultancy, Style Solutions by Sarah. Read more insights from Sarah Sullivan.

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Natalie Ryan is a die-hard romantic and CEO of Luna Rose Events & Weddings.

With over 6 years of experience in the events industry, Natalie is able to design, plan, and manage her clients' big day to perfection.

Natalie recalls fond memories, shares words of wisdom, and muses on wedding day colour palettes with the help of an old wedding day tradition: something old, something new, something borrowed and something blue...

Something old

My husband and I were married in Skiathos, Greece and we had a beautiful day. We only had 13 guests, which is exactly what we wanted—small, and on a beautiful island that holds many family memories for us. It is important to me that my clients have the wedding that they want, not what is expected of them. A wedding is a chance to not only celebrate your love but to create a day that reflects your relationship.

I don't have a specific favourite memory from my time as a wedding planner, but my favourite part by far is always the first dance. I work with clients who love live music and the first dances are kick-ass, fun, and love-filled.

Something new

My first step when taking on a new client is a deep conversation. I get to know my couples on a personal level, their favourite places to eat, favourite movies, hobbies and passions etc. With this, the blank page quickly becomes filled with design ideas suited to their personality.

We always tweak as we go and make a wedding that reflects them as a couple. Themed weddings are fun, but it's always best to be yourself.

Something borrowed

The best advice I received as a wedding planner is not to copy. In the early days of setting up as a planner, it is easy to look to other planners for inspiration but keep them as just that, inspiration—you will mould your niche yourself. Do not copy and paste. There is room for us all and your clients will find you if you just follow your own ideas.                                

Something blue

I find colour inspiration anywhere and everywhere—I once took a picture of a tree bark because it was the perfect shade of brown/bronze for my client!

Generally, I enjoy a more rustic vibe but I do love a pop of fun in colour or accents at a wedding— think converted barn with dark modern lighting and urban twists.

At my most recent wedding, the colour palette was romantic, warm, wooden, and rustic. The design worked beautifully with the venue and Laurel Designs nailed the vision.

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Find Natalie on Instagram or learn more about her services on her website.

Camilla Boniek is a wedding and events planner, born in Italy and based in London. Camilla's approach to wedding planning is moulded by her empathy, her attention to detail and her dedication to making every event a memorable experience.

Camilla shares words of wisdom, wedding trend predictions and heartwarming memories with the help of an old wedding day tradition: something old, something new, something borrowed and something blue...

Something old

When I was 18, I used to work as an event hostess to make some money whilst studying. By chance, I was put in contact with a wedding planner in need of an assistant at an upcoming wedding. And well… here I am. I can still remember the excitement that I felt during that day—I’ve always loved love! I have had great organisational skills from a very young age, so that experience just made sense to me and connected all the dots.

When helping others to celebrate their love is your job, you make plenty of amazing memories—that’s the reason I love it, and why I in fact don’t see it as a “job” at all.
One particular memory will always have a place in my heart... A client of mine's father seemed cold and was mostly silent—an introvert. I thought he didn’t like me. But during the wedding, right after the cake was cut, he hugged me and said, “Thank you for your precious help, I have never seen my daughter this happy. I’m sure this is so much more than she ever dreamed of”

Something new

2023 will be the year that bold colours take over in the wedding industry. Blue and purple, in particular, will be the protagonists of the upcoming season—which makes me very happy, I love that combination.

Something borrowed

The advice I received: “Once you planned it, re-plan it. And then start again.” This is the best way to ensure you don't miss anything. But here's my personal take: “Plan it, design it but above all feel it.”

Something blue

I find colour inspiration in everything. Last night, my son was wearing orange, white, and light blue pyjamas and I immediately had a visual in my mind. You’d be amazed at how many things are inspiring when you look rather than just see! A timeless favourite colour combination of mine is nude colours with blush pink. To me, it feels heavenly and the natural shades make it timeless and pure.

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Follow Camilla on Instagram to find a beautiful archive of her work. Find out more about Camilla's services on her website.

Chris Adnitt worked in the hospitality industry for over two decades before setting up The Wedding Arrangers—a London-based wedding planning business specialising in dry hire and blank canvas venues. Chris and his team produce weddings that are fun, creative, relaxed, and often very food orientated.

Chris recalls his journey into the wedding industry, his take on upcoming wedding trends, and his approach to vendor relationships with the help of an old wedding day tradition: something old, something new, something borrowed, and something blue...

Something old

I can't recall one particular moment that drew me to event planning. Instead, I experienced a gradual deepening of love for the hospitality industry. It began with my first part-time job in a local pub, grew during my 10 years as a club promoter/DJ, and cemented itself during the 10 years that I ran my own restaurant and catering business. When a flood brought my restaurant to a close, I felt I had reached a serious crossroads in my life. It was time to ask myself where my real passions were. The answer was obvious: food, music and booze! In my mind, that's what all the best parties are built from—so now throwing amazing parties is what I do.

I received some great advice regarding my line of work once: "Relax, have fun, it's just a party!" I relay that message to my staff at every single event we run.

Something new

Given the nature of our venues, we are often asked for very "rustic" inspired decor. However, I am noticing a growing preference for more elegant set-ups contrasted with the industrial setting. In terms of food, I'm seeing more couples opt for super casual street food options at their weddings. These couples are doing away with table plans and formal dining, in favour of food trucks and stalls with a variety of fun bites from around the world. Some are opting for a full market vibe with beer benches, festoons and mismatched antique furniture, while others are bringing in fresh-looking mid-century modern furnishings.

We work with the brilliant Chew That! to put together amazing food and bar options for our couples.

Something borrowed

I'm extremely picky when it comes to the key suppliers I recommend.

First of all, the food needs to be incredible. Once you tie in crockery hire and service, it will doubtless form the biggest part of the budget breakdown. If I haven't had first-hand experience of working with a caterer, we attend a rigorous tasting day and talk to them at length about their experience in dry hire venues—not every caterer can handle this environment!

We run our own in-house bar company, London Wedding Bars in association with the amazing cocktail team at Behind This Wall in Hackney. I take personal control of the wine programme and work with some incredible merchants to ensure our wines are always on point.

We love to bring amazing photographers and florists on board to really put the icing on the cake of our celebrations. I always advise couples to spend some time getting to know their photographers; they're going to be shooting some intimate and emotional moments and you won't be relaxed if you don't click personally with your photographer.

Something blue

That is how I would describe the colour palette for my most recent wedding. Our last wedding took place in an incredible Victorian riverside warehouse called The Chainstore. Our couple chose beautiful bentwood chairs and clean white linen which contrasted beautifully with the muted silver napkins and natural stoneware crockery. Extraordinary floral work by Still Life brought the whole thing to life—Phalaenopsis, Orchids, Hydrangea, Campanula flowers and Ilex trees.

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See more of Chris' work on Instagram and find out how The Wedding Arrangers can bring your big day to life on their website.

Morgan Bienvenue is a fashion stylist based in NYC. Her approach to personal styling stems from the desire to help clients find themselves through fashion.

Morgan has worked with iconic brands including Macy’s, Under Armour, and Swarovski.

A friend in me

Outside of a consultation or shopping appointment, Morgan usually communicates with her clients over text. "It’s the most conversational and natural way for them to ask me anything or send me pictures from the fitting room when they’re shopping. I consider it a major compliment when someone is considering buying something and the first person they think to ask is me."

"I never want to discourage that level of closeness because in reality clothing is super personal. Often the things we’ve talked about beforehand involve insecurities or hang-ups so my goal is to function as a best friend that they know will give them honest, but encouraging fashion advice."

Trust your intuition

When first meeting a client, Morgan provides a questionnaire that offers insight into their goals and the lifestyle they lead. However, for the most part, she can sense a client's style identity just from being in the room with them. "I genuinely think that interpreting someone’s style is an intuitive process."

Morgan also uses her client's current closet as a source for clues. "To me, impulse purchases offer great insight into the person you want to become. It is often the fear of change or lack of experience with shapes and proportions that keep you from letting that person out."

If the time is right

"Sometimes you simply can’t convince a client to see what you see. Maybe they aren’t ready to see themselves differently, maybe they just experienced a weight gain/loss and their brain hasn’t caught up to their new body yet, or maybe you just aren’t seeing eye to eye on what style suits them."

Morgan finds these problems arise when a client has put a wall somewhere inside themselves. "Maybe they aren’t quite able to articulate what they envision for themselves, or they don’t fully commit to the process. Either way, when a client tries something on that makes them feel special, it’s apparent. They don’t have to fake it, that feeling just emanates from them. If I can’t get that response from them, I know we might have just met a little too early on in their journey."

Client deep dive

Intuition alone can tell you a lot about your client, but the right questions will help you along the way. We challenged Morgan to unravel the goals of a client who feels disconnected from their true sense of style-if she has just -5 questions to work with.

Who... are your personal style icons?

What... are your goals? What do you want to accomplish that you think updating your personal style will help you achieve?

Where... is your favourite place to travel?

When... was the last time you wore an outfit that made you feel like yourself? What was the situation surrounding that outfit?

Why... have you hired a personal stylist now vs. any other time?

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Follow Morgan on Instagram for daily style inspiration, or find out more about her services on her website.

After developing a love for shopping at age 12, it was only natural for Polly Goodyear to build a career as a personal stylist and gift concierge.

Polly works to create wardrobes for every style, body, and budget—so that getting dressed is always simple, flattering and fun.

Keep it simple

Polly's client communication often begins via email, and then migrates to text as they get to know one another better. "Most of my clients send selfies via text if they are looking for my input. Alternatively, we simply meet in person."

Crucial first steps

An intake questionnaire and client photos are critical first steps in Polly's process. She also learns a lot about her client during the initial closet edit.

If her process goes to plan, Polly knows her client will love everything she suggests when it comes to new purchases and styling of existing pieces.

Finding the time

Sometimes, finding time in her client's schedule is Polly's biggest challenge—finding a block of 3-4 hours for a client to focus solely on themselves and their closet is easier said than done! "Whilst I don’t need my client to be up to her elbows in her own stuff, I do need her to try a lot on and give me a lot of information about her self-image, how things fit, what works for her lifestyle and what her goals are."|

Client deep dive

What questions make up the initial questionnaire that acts as such a crucial step in Polly's process? We challenged Polly to recreate client intake questionnaire—if she had just ~5 questions to work with...

Who... do you want to embody when you get dressed? Who is your style icon?

What... do you feel are your biggest challenges when it comes to getting dressed?

Which... areas of your body do you like to conceal or flaunt?

When... do you feel great about your style and look? What makes you feel great wearing that?

Why... do you shy away from wearing X? What could make you feel more comfortable trying those items?

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Find a bank of styling advice on Polly's Instagram, or learn more about her services on her website.

Few have had as profound an influence on culture, art and fashion as Frida Kahlo. Frida has inspired fashion lovers the world over, Charlie Collins amongst them. Charlie is the founder of Creative Wardrobe—a style consultancy specialising in curating "magical wardrobes", filled with pre-owned pieces and vintage treasures. In recent years, Charlie has also added Head of Consignment at Vestiaire Collective, Author and Mother to her CV—all whilst settling into a colourful new home in Lewes.

Charlie's debut book is an ode to her lifelong style idol fittingly titled, Frida Style Icon—a project she embarked on in her first few months as a new mother. We speak to Charlie about cultivating peace with colour, finding lifelong companionship in clothing, and creating a fitting tribute to an enduring icon, Frida Kahlo...

Incidentally sustainable

When I first started hunting for pre-loved pieces, it wasn't because I was conscious of being sustainable. I simply loved the unexpected mix that occurs when lots of random things are thrown together in an organic way. I loved the creative freedom that hunting for second-hand pieces afforded me. New season pieces in trend-lead stores felt stale in comparison and besides, I am a bargain hunter! Now the word sustainable is used widely, "over-used" some might say. To me, "sustainable" means consuming and producing consciously with the longevity of our materials, the planet and the item itself in mind.

Behind the wardrobe door

I've had certain pieces in my wardrobe for over 15 years. Perhaps the oldest and most well-worn is a faded denim shirt from Marks and Spencer that I picked up in a charity shop. I adore my white Rixo bias-cut maxi skirt—I found it pre-owned on eBay and wore it for the night before my wedding. I style it with classic striped shirts or simple sweatshirts and brogues to make the most out of it day-to-day. Brands I love, found in my wardrobe and around my home: Vestiaire Collective for pre-loved treasures, The Restory for clothing and accessory aftercare, By Sarah for their beautiful facial oils, Ocean Bottle for their big impact drinking bottles and Patagonia and Ganni for their pioneering circular strategies.

Fashioning motherhood

Motherhood brought about two style transformations for me. In my pregnancy, I lost my way. My clothes simply didn't fit anymore and so, in desperation, I turned to my husband's shirts. I spent many months living in tracksuit bottoms and any shirt that would close over my enormous tummy. Then when my son was about 6 months old, I re-found myself. I am more in love with fashion than ever before. I love colours, crochet, patchwork, quilt, wearable art and anything that makes a statement!

In response to my own experience of becoming unrecognisable to myself, and the journey we go on as blooming mothers, I added Magical Mamas Wardrobe Reboot sessions to my services. Pregnancy is beautiful, real, and grounding but also tough—it can really knock us for six when it comes to body confidence. I love to support women in rediscovering their creative juices and getting excited about styling themselves again!

The colours of home

We were lucky enough to move into a house that was already beautifully done by paint and tastemaker, Cassandra Ellis—founder of Atelier Ellis. We wanted to keep the house as beautifully "wabi-sabi" as we'd move into it, so we sold a lot of our old things and started from scratch. My passion for mad colours manifests more in my taste in outfits than interiors. I have found serenity in living in a more simple space with calming colours. For our bedroom, we took inspiration from our local area, particularly Charleston House—the beautiful home of artists Vanessa Bell and Duncan Grant. We used Atelier Ellis paints, to craft a fun powder pink, yellow and grey colour scheme, reminiscent of the Bloomsbury style.

Pen to paper

I knew my lovely editor, Kajal Mistry, through Creative Wardrobe as she had bought a few pieces from me. She gathered I was Frida obsessed, and the book grew organically from there! My son was three months when I started the project so the hardest part of the writing process was trying to muster the brain power to focus. It was hard being away from him for long stints of time, but I'm proud of myself for persevering. In the end, we even turned the book around in record time.

My research process was fast and furious, I owned most books on Frida prior to the book opportunity and so I dived in head first and enjoyed the process immensely. I loved learning more about my icon and particularly loved finding out that, like me, she had a passion for the spiritual, the mystical and anything magical and fantastical. In my childhood, I wrote freely and often and loved English literature but I suppose I stopped once it wasn't necessary anymore. I have always found writing easy and enjoyable and love connecting what's inside your heart or head with pen and paper. Frida loved writing and penned many hundreds of letters to her loved ones.

Remembering Frida

I am a lifelong Frida Kahlo fan. I am inspired by her unconventionality, her unapologetic boldness and her continued ability to surprise and delight. A style icon is someone who is renowned for inspiring and influencing the tastes of many people all at once, Frida continues to do this posthumously. She has inspired some of the greatest fashion designers of all time from Jean Paul Gaultier to Valentino and encouraged many thousands of us to adorn flower crowns or embrace our unconventional beauty. She is a true style icon!

I hope the book makes readers come to appreciate how Frida infused her fashion with her spirit. Her clothes were a reflection of her heart, mind, passions and of course her politics. She was an artist who channelled her creativity out into the world in multi-faceted ways.

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Charlie Collins curates sustainable outfits and shares vintage treasures on her Instagram, you can also find out more about her styling services on her website. Frida Style Icon, is now available to order.

Ashley Campbell is a Denver-based interior designer. Her namesake interior design firm specialises in the new construction and renovation of luxury residential interiors.

Ashley has been featured on the DIY Network program Building Belushi, as well as HGTV’s House Hunters Renovation.

Hit the ground running

For Ashley, communicating with clients face-to-face isn't just more enjoyable, its more efficient. "I like to start a project with a tour of the client's home with my team. In this meeting, we get to see their current space, learn about their family, and figure out what works and doesn't work in their space. Then, we hit the ground running and start designing. We prepare moodboards, furniture layouts, and sample collections to share with the client at our next in-person meeting."

Between meetings, Ashley encourages her clients to share images of spaces that excite them—which helps her to build a better image of their tastes and goals for the project. Once the design is finalised, Ashley eagerly awaits delivery and installation!

Functional and beautiful

"When uncovering my client's style, I love to focus on function."

Ashley's job is to create a beautiful space, but she is also mindful that the space has to cater to her client's day to day needs and fit their lifestyle. Ashley knows she has delivered on the design when clients are jumping up and down in design meetings! She really knows she has perfected it when clients are still raving about their spaces years after the project is finished.

Something's gotta give

Ashley finds the hardest part of the design process is coaching clients to accept that, “something's gotta give—especially in today’s world." "Good quality, cheap, fast—you can only have two of the three. For instance, if you pick good quality and cheap, it won’t be fast. If you pick fast and good quality, it won’t be cheap."

Ashley finds that getting to the bottom of her clients' priorities can be tricky. "We try to treat this as an educational and trust-building dialogue. Once we check this box, it’s smooth sailing!"

Client deep dive

A project celebrated for years to come, starts with asking the right questions. We challenged Ashley to gather the project overview from clients who are first-time renovators—if she had just ~5 questions to work with...

1. Who do you share your space with? How many kids do you have? Do you have regular guests?
2. What do you love about your space? What are your hobbies?
3. Where do you spend the most/least time in your home?
4. When you host, how many people are invited?
5. Why are you renovating your space? Why did you wait so long to call?
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Got a question for Ashley? Learn more about her services on her website or find an archive of her work on her Instagram.

Marlene Anzaldua is a freelance fashion stylist based in Chicago. Marlene's styling work has been published in print and digitally for magazines including Glamour, L’Officiel, British Vogue, and Harper’s Bazaar.

When did you know you wanted to pursue a career in fashion?

I have had a fascination with fashion, magazines and posing for as long as I can remember. I knew I belonged in the fashion world when my first Cosmo arrived in the mail at age 13—I was so excited.

Back then I had no idea that by the age of 40 I'd be styling photoshoots for Harper's Bazaar, Glamour, Instyle and Vogue.

What inspires you?

I find inspiration in day-to-day activities, scrolling through Pinterest, people watching or in my dreams.

When I am suffering from creative burnout, I take a step back from whatever project I am working on. I can feel myself re-finding what I need just by stepping outside, grounding myself, having a smoke, and becoming one with the elements as I listen, feel and smell the world around me.

How do you want your work to be remembered?

I create fashion under the impression that it is armour against a cold world.

I hope someone in the year 2121 will pick up a look I created and feel compelled to wear it because they want to feel empowered, confident and badass.

Search for the Holy Grail

I have a lot of crazy fashion photoshoot ideas on my bucket list! But top of the list...

Models walking across the Bahrain Desert in search of the Holy Grail of fashion. I'd need a zebra, a camel and a horse—and of course, lots of sand.

I’d love to collaborate with photographer Alina Gofman and fashion designer LaQuan Smith. I admire Alina's drive and her photography style. LaQuan Smith's work is the epitome of fashion for me and I adore all that he creates. I'd want looks that incorporated Haute Couture denim, lots of gold and specks of neon.

I'd want Brianne Pearson, Bella Hadid and Liu Wen to model for me. All three bring the look and attitude that my scorched wasteland needs.

I was inspired to create this shoot by a combination of movies, The Mummy, The Book of Eli, The Devil Wears Prada and then, of course, the Jacquemus 2020 desert fashion show.

Find out more about Marlene's services on her website. Follow Marlene on Instagram for fashion shoot BTS and outfit inspiration.

Jiovani Cervantes is an LA-based personal stylist. Jiovani specialises in personal shopping and fashion editorials, curating looks that help his clients to feel authentic, stylish and confident.

Call me anytime

"Before the pandemic, I’d typically meet my clients face-to-face over a coffee. However. I now conduct our first consultation over either via voice call or Zoom." If that all goes well, Jiovani then schedules a date to meet face-to-face.

Once Jiovani establishes a relationship with his clients, all that's needed is a simple text or phone call, whether that be at 2 pm or 2 am!

Identify the source

With each client, Jiovani identifies two key factors that determine the direction and approach that he will take: intention and obstacles. Intention refers to why his client wants to elevate their wardrobe, and obstacles refers to what is currently preventing them from achieving absolute style confidence. In his own words, "I need to understand how my client would like to show up for themselves and what I need to do in order to make that happen."

Overcoming obstacles

Jiovani is more than a stylist to his clients, he is also an honest friend. "I run into the same fork in the road with every client. They have to face their obstacles and learn to embrace them. It's about using insecurities as fuel to move forward, instead of letting them hold you from your fullest potential." Jiovani does his best to console and uplift his clients, hopefully providing them with enough of a spark to light a fire of confidence within.

We challenged Jiovani to understand a new client's intentions and obstacles—if he has just ~5 questions to work with...

What... does a typical week in your life look like?

When...was the last time you felt absolute confidence in an outfit you’ve worn? What was the occasion?

Why... are you seeking assistance from a personal stylist?

Who... do you take most of your style influence from?

Where... do you see yourself in five years? What are you wearing?

Find out more about Jiovani's services on his website. Follow Jiovani on Instagram to explore an archive of his editorial work.

Sarah Sullivan had long been dishing out informal style advice to her family and friends, until one day she decided to make it her career.

Sarah trained as a personal stylist and set up her own personal style consultancy, Style Solutions by Sarah—founded on the belief that dressing up every day should be a joy, not a chore.

Adapting communications

I always prefer to meet clients face-to-face as styling is such a personal service. After initially talking with clients via email or DM, Sarah likes to organise a face-to-face chat as soon as possible to get a better understanding of her client's needs. In recent years, Sarah has adapted her service to offer online consultations conducted via Zoom too.

Personal problem solver

"People usually contact me because they are looking to solve a problem with their style. Often this is a result of a lifestyle change—a client might have retired or become a mum—and they are now unsure how to dress."

Alternatively, Sarah finds many clients come to her with the infamous "wardrobe full of clothes and nothing to wear" dilemma because they are struggling to mix and match items together.

Once Sarah understands where her client is coming from and what they need, it is a lot easier for her to find a style that suits! After a session, Sarah allows clients some time to absorb all the information given. She then loves receiving feedback and photos of outfits they have put together themselves—complete with a smile!

Confidence is key

The biggest obstacle Sarah has to overcome? Client confidence. "There is often a discrepancy between what my clients would like to wear and what they feel they 'should' wear. They don't want to dress up too much or stand out."

Sarah's job is to gently help persuade her clients to try new things, "Just get out there, life is too short!"

Client deep dive

So how does Sarah coax out the truth of what a client wants to wear? We challenged Sarah to understand the mindset of a client who has always found fashion and styling a chore—if she has just ~5 questions to work with.

What.. would you like to achieve from our session?

It is really important that I understand my client's end goal. Is it just to feel more confident about wearing what they already have and creating outfits?  Or is it about helping them adjust to a whole new lifestyle?

When... did you last wear this?

A client's answer is a good indicator of whether they are holding on to items which no longer fit or suit their lifestyle. If they haven't worn an item for over a year, I persuade them to let it go in order to make room in their wardrobe for a new chapter and things that bring them joy.

Why... won't you wear this?

This question helps me to uncover any emotional hangups a client may have about their body shape. People are often surprised by what new styles actually look good on them.

Who... do you admire for their fashion sense?

I can use their answer to assess what they might be open to trying.

Where... do you usually shop?

This question gives me an indication of my client's taste and budget. I might discover that their usual choice of shop/brand might not be the most flattering for them or best suited to their lifestyle.

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Learn more about Sarah's services on her website, or follow her on Instagram for a source of style inspiration.