Why Your Clothes Are an Important Tool for Communication

“I have no style!” “I have no sense of style.” “Why don’t I have a sense of fashion?”

NEWSFLASH: there is no such thing as having “no style.” By getting dressed every day, you inherently are making style choices and, therefore, have a style. Just like we have to eat every day, we have to put on clothes—and your clothing choices say a lot about you before you speak.

In fact, 93% of messages are conveyed by nonverbal factors:

7% is verbal communication
38% is from body language and tone
55% is visual appearance

First impressions are heavily influenced by nonverbal signals. A strong smile, eye contact, and confident body language can create positive perceptions. Additionally, understanding body language can help us better gauge someone’s true feelings, as actions often speak louder than words.

How you choose to dress IS a form of communication, and visual communication is the first message we send. Which is why we created the Style Personalities! Read on . . .

What Is a Style Personality?

A style personality is how the traits of your personality and character are communicated through clothing. No one style personality is better than another. Each is unique and positive in its own way. Your mix of style personalities are combined to create your style brand.

Each of the six Style Personalities can be connected to specific clothing characteristics and messaging as they relate to you.

What Is a Style Brand?

Style brand is an essential piece of your personal brand, which is the makeup of your overall core values, beliefs, purpose, and goals. How you incorporate and combine your spread of the style personalities through your wardrobe choices creates your unique style brand. Creating a style brand that aligns with your personal brand ensures your visual message is successfully communicating “who you are.”

Why the BU Style Six?

The BU Style Six is an intentional and accessible approach to style using these timeless Style Personalities. You can also use this methodology to help guide you as your life circumstances and, consequently, your style brand shift. We do not all have the same interests, we all come from varied backgrounds and cultures, and we all have different goals in life. We should have a style that reflects that! And not based on stereotypes or archetypes!

At BU Style, we embrace and love the differences in all people, and we want your style to be an empowering tool in showcasing your uniqueness. Our BU Style Six personalities collectively can be used to create personal style brands for any individual as well as any organization looking to hone in on their visual message and branding. It can also be useful to help you understand how to use your wardrobe choices to align and connect with the settings you occupy and the individuals with whom you interact.

You do not have to have a strong interest in fashion (most of our clients don’t), but you do have to get dressed in the morning. By learning your own style tastes and preferences—not a magazine’s, not an influencer’s, not your best friend’s—you can create a truly “personal” style that reflects who you are and allows you to be you in any stage in life.

In today's fashion landscape, understanding personal style goes beyond fleeting trends. The BU Style 6 framework offers a thoughtful approach to acknowledging the different parts of one’s Style Personality and celebrating authentic self-expression.

Your Personal Style Evolves Like Your Taste Buds

Okay! Word nerd time! As mentioned above, "style personality" refers to how individual traits and characteristics are communicated through clothing choices. Importantly, no style personality is superior to another; each serves to express unique aspects of identity! The blend of diverse style personalities forms what is referred to as a "style brand," integral to one’s overall personal branding efforts. This concept encompasses core values, beliefs, and purposes, aiming to visually convey who someone truly is rather than conforming to static fashion fads. These are so unique to you! They’re not based on shallow perceptions. They are rooted in the Big Questions. That’s what makes it different.

After more than 10 years of study and field research, Natalie developed the BU Style Six™—a style personality assessment and methodology that gives you the foundation to begin identifying how and why your style differs from anyone else’s.

To help explain it, we love using a food analogy. You know when you were growing up, your taste buds were reacting to specific things you ate? Well, as you grow up, many of those tastes remain constant (like french fries!), and many change as you are exposed to new flavors and your taste preferences evolve. Style personalities act in very much the same way. Instead of five taste buds, we have six Style Personalities: Relaxed, Classic, Polished, Soft, Magnetic, and Creative. The difference here is that while you naturally start developing and identifying your food tastes early in life, you may not have had a path to thoughtfully explore and connect your wardrobe choices uniquely to you.

The BU Style Six Sets a Foundation for Fashion Self-Discovery

The BU Style Six framework categorizes style personalities into six distinct types:

Relaxed: Individuals with a Relaxed Style Personality prioritize comfort above all else, often favoring casual and easy-to-wear clothing that allows for freedom of movement. This personality typically manifests in clothing choices that are both unfussy and functional, such as loose-fitting dresses, soft knits, or breathable fabrics. Those with a relaxed style exude a cheerful and approachable demeanor, making them a safe place to land at social gatherings. Their aesthetic often includes items that are easy to care for. Furthermore, Relaxed individuals might gravitate towards simple patterns or classic colors such as navy, white, and khaki that provide versatility while maintaining an approachable air.

Classic: Characterized by their organized and reliable nature, individuals with a classic Style Personality curate a wardrobe filled with timeless, tailored pieces that can easily be mixed and matched. This personality emphasizes a streamlined and sophisticated appearance, often opting for neutral colors and traditional silhouettes. Those who identify as classic are methodical in their clothing choices, demonstrating a preference for investing in high-quality, well-structured garments that stand the test of time. They may be drawn to signature pieces such as a crisp white button-down shirt or a tailored blazer, ensuring that their style remains polished and professional. Additionally, elements like cable knits, houndstooth patterns, and plaid can often be found in their attire, lending a sense of subdued elegance to their overall look.

Polished: Individuals with a Polished Style Personality embody a composed and meticulous approach to fashion, characterized by their appreciation for quality and subtlety. This personality often favors luxurious fabrics and a more monochromatic color palette, allowing for a sleek, sophisticated aesthetic. Attention to detail is paramount, as those embracing a polished style pay careful consideration to how each piece of their outfit harmonizes, often aiming for a cohesive and put-together look. They tend to gravitate towards finely crafted garments, such as cashmere sweaters or tailored trousers, that reflect their oh-so-discerning taste. In social settings, a Polished individual is recognized for their immaculate appearance and thoughtful accessorizing, which tends to include understated jewelry and elegant footwear, epitomizing the ethos of "effortless elegance." IYKYK.

Soft: Representing gentleness and empathy, individuals embodying the Soft Style Personality prefer clothing that fosters comfort and invites connection. Their style is often reflected in soft fabrics and inviting patterns, like florals or gentle hues, which contribute to a warm and approachable image. Soft personalities prioritize self-expression through gentleness, making choices that create a calming presence in their environment. They often favor flowing, more draped silhouettes that facilitate ease of movement and highlight their comforting nature. This may include garments like oversized cardigans, soft sweaters, and relaxed-fit dresses that enhance their nurturing persona. Additionally, colors associated with this style often consist of soft pastels or neutrals that promote tranquility and warmth, making those around them feel at ease.

Magnetic: Bold and fearless, individuals with a Magnetic Style Personality are natural leaders who actively seek to stand out in any crowd. They gravitate towards strong silhouettes, striking colors, and statement pieces that project confidence and ambition. This personality is characterized by an assertive fashion sense that matches their dynamic energy; they often choose outfits designed to draw attention, such as a standout blazer or vibrant dress that commands a room's focus. Furthermore, magnetic individuals appreciate modern and sophisticated details, favoring high-contrast color combinations like black and white or vivid hues such as emerald, magenta, or crimson. Their choice of accessories often complements their assertive clothing, featuring bold jewelry or eye-catching footwear that enhances their commanding presence and charisma.

Creative: Individuals classified as Creative possess a flair for innovation and an imaginative spirit that reflects their non-conformist attitude toward fashion. This Style Personality embraces eclectic and unconventional styles, often using clothing as a canvas for artistic expression. Those with a creative style are drawn to unique silhouettes, vibrant patterns, and unexpected combinations, embodying a desire to think outside the box. They might experiment with layering, mix-and-match accessories, and incorporate vintage or handmade items into their wardrobe, allowing a personal narrative to unfold through their style choices. Creative wardrobes can be as diverse as their creative pursuits, showcasing a penchant for artistic flair and personal storytelling.

These personalities are not rigid categories but rather fluid identities that can be mixed and matched, offering a versatile approach to personal style. Which brings us to . . .

Finding Your Unique Personal Style Lies in the Power of "Ands"

A central metaphor in this framework is the concept of playing in the "ands." This idea posits that individuals can and do embody multiple style personalities simultaneously. For example, a person may express themselves as both Relaxed and Magnetic, or Classic and Creative, allowing for a rich tapestry of self-expression through their wardrobe choices.

Practical applications of this framework can be illustrated through various scenarios and how we flex for our audiences and environments. For instance, someone with a strong Relaxed personality might enhance their professional attire with Magnetic elements, such as bold colors or statement accessories, all while maintaining comfort. Another example could explore how an individual with a highly Classic and Soft style brand may approach a setting where they’ll be interacting with children. They may choose nurturing, unfussy fabrics (Soft) in mix-and-match coordinated neutrals (Classic). We contain multitudes! And we have to represent ourselves authentically, which brings us to . . .

The Importance of Authenticity versus Chasing Fashion Trends

Embracing one’s authentic style should take precedence over societal pressures or trends dictated by influencers. Urgh. There’s just so much noise out there.

Authenticity in personal style leads to greater self-confidence and self-acceptance, allowing individuals to express their true selves creatively and comfortably. Research indicates that when people align their clothing choices with their core identity, they experience a significant boost in feelings of well-being and self-esteem. A study published in the Journal of Consumer Research highlighted how individuals who express their personal style authentically often report an increase in life satisfaction as they feel more connected to their true selves.

Diving deeper into the psychology behind authentic self-expression, articles such as “The Power of Personal Style” suggest that clothing can be a powerful medium for individuals to communicate their identities to the world. For many, dressing authentically fosters a greater sense of belonging and acceptance. This affirmation comes not only from within but is reinforced by the responses of others in social contexts. When one's attire resonates with personal values, it often triggers you carrying yourself confidently, which frequently garners positive feedback (“Oh my god, I love your necklace” or “You look great!”), further enhancing the individual's self-worth and encouraging them to embrace their chosen style.

Moreover, a survey conducted by NPD Group found that consumers increasingly prioritize brands that advocate for individuality and authenticity. In this climate, fashion labels that promote diverse body types, inclusive designs, and customizable options encourage individuals to embrace their unique styles rather than conform to mainstream fashion. Brands like Savage X Fenty and Aerie have successfully captured this trend by celebrating all body types and encouraging their customers to express themselves authentically (plus, moving away from over-retouching!).

As individuals navigate their personal style journeys, revisiting their wardrobes and critically evaluating which pieces resonate with them becomes crucial. This process may involve decluttering items that no longer align with their authentic self. According to an article in Forbes, people experience relief and empowerment when they eliminate clothing reflecting societal expectations or pressures, instead opting for garments that resonate with their personal stories. This newfound clarity fosters a stronger connection to their identities and freedom in creativity.

Understanding one’s true style creates a timeless roadmap that evolves alongside life phases. As people change over time, so too may their personal aesthetics. The fluidity of personal style allows individuals to explore diverse facets of their identity throughout different life stages, leading to authentic dressing experiences that invite joy and confidence.

This discussion around authenticity highlights the importance of cultivating a supportive community and environment. Engaging with groups that celebrate diversity in personal style can offer invaluable encouragement and inspiration. Whether through social media platforms dedicated to unique fashion expressions or local community events celebrating individuality, surrounding oneself with positive influences fosters a spirit of authenticity.

How Our Style Assessment Can Help You Build a Wardrobe You Love

To delve deeper into identifying style personalities, taking the BU Style Six Assessment can serve as an invaluable tool for individuals navigating their wardrobe choices. Furthermore, individuals are encouraged to explore their closets critically, assessing pieces that resonate with their authentic selves rather than those that feel out of place.

The BU Style Six framework and the exploration of style personalities can facilitate a transformative journey for individuals looking to celebrate their unique identities. By moving beyond the constraints of imposed trends and focusing on authenticity, people can cultivate a personal style that is not only empowering but also a true reflection of who they are.

Want to discover your current and goal style personalities? Take the BU Style Six assessment online.

Here Are the 6 Style Personalities to Develop Your Personal Style