“Where Do I Shop Now?” Finding Your Style in a Changing Fashion Market

Sep 29

3 min read

The recent conversation around Cue going into administration has touched on something I hear regularly from clients: “I just don’t know where to shop anymore.”

Often, these are women who know themselves well. They have established careers, busy lives and a reasonable idea of what they like, however the stores they once relied on no longer seem to offer what they need.

After more than 20 years as a Personal Stylist, I find that shopping frustration is often less about a lack of clothes and more about a lack of connection with what’s available.

When everything starts to look the same

There can be a sameness to the shopping experience: similar shapes, similar colours and similar styling across different stores. Relaxed, neutral clothing has its place, but it doesn’t answer every wardrobe need.

Many of my clients want clothes that feel polished and contemporary, with enough personality to make them interesting. Something appropriate for a meeting, comfortable enough for a full working day and versatile enough for dinner afterwards. They don’t necessarily want to follow every trend. They want to feel current without feeling as though they’re trying too hard.

If this sounds familiar, here are a few ways to approach your wardrobe with more clarity.

Start with your life, rather than the shops

Before buying anything, think about where your wardrobe is letting you down.

Do you have plenty of casual clothes but struggle on office days? Do you own work outfits that feel too formal for your current role? Are you missing the pieces that help you move between work and social occasions?

Identifying the actual gap gives you a much more useful starting point than simply looking for “something new”.

Be specific about what you’re looking for

“A few new tops” is a broad brief. “Two tops that work with my navy trousers, sit comfortably under a jacket and bring some colour near my face” gives your shopping a purpose. Take photos of the pieces you want to build around, or bring them along when practical. It’s easier to assess a potential purchase when you can see the whole outfit.

Use trends selectively

You don’t need to replace your wardrobe each season to look contemporary.

A different trouser shape, an updated shoe or a fresh colour combination can bring new life to pieces you already enjoy wearing. Choose the changes that suit your proportions, personality and daily routine.

If an oversized trending silhouette feels wrong on you, you don’t need to force it.

Look beyond your usual stores

It’s natural to return to familiar brands, but sometimes our shopping habits outlast the relationship. Try exploring a different store or a smaller label with a clear design point of view. Pay attention to the cut, fabric and details, rather than how the outfit is styled on the mannequin. This is one of my favourite things to do when travelling or exploring a new city. I love to support, small and independent brands which are lead with hear and passion.

Make room for personality

Practical clothes can still be expressive. Colour, print, texture, jewellery or an interesting neckline can make a simple outfit feel more like you. Start with one element you genuinely enjoy. You might find that a colourful blouse works just as hard in your wardrobe as another neutral basic, while making you feel far better wearing it. Some clients like to choose a personal brand identifier that they wear each day like a bold earring or a certain colour palette.

Buy for the outfit, not just the item

Before purchasing, ask yourself: What will I wear this with? Where will I wear it? Does it feel comfortable when I sit and move? A beautiful piece is only useful if it has a place in your life.

The most satisfying wardrobes aren’t built by finding one brand that does everything. They develop through thoughtful choices about fit, function and personal style. If your old shopping favourites no longer feel right, it may be time to rethink where and how you shop.

You can still enjoy getting dressed, even if the route to finding the right clothes looks a little different now.

With style,

Caitlin