Annalisa Armitage AICI CIP
Image Consultant and Personal Brand Expert
Mayhem or Mastery
The art of personal branding
www.myimageconsultant.com.au
www.twitter.com/stylistAnnalisa
0413 898 776
Personality
Colouring
Body Shape
Profession, Business or
Occupation requirements
Mayhem or Mastery?
Colouring
Body Shape
Personality
Profession, Business or
Occupation requirements
Your look/brand/style
Who would you invite to a party? Who would you trust with your money, your
boyfriend/husband, children?
What are the physical and
psychological
requirements for your job?
Write a few sentences or a
paragraph.
Exercise 1
Personality
Profession, Business or
Occupation requirements
Your look/brand/style
Personality
Choose a colour that appeals to
you. It doesn’t have to be a favorite
colour or one of “your” colours. It
just needs to appeal to you.
Write about the qualities of that
colour as if you were speaking for
that colour. For example, “I am
yellow. I am bright, happy, and
cheerful.” Or, “I am blue. I am
mysterious and deep.” There is no
right answer.
Write a few sentences or a
paragraph.
Exercise 2
• Think about a favourite
‘thing’.
• Describe it’s physical
appearance.
• What it is about it that
you love?
Exercise 3
Colouring
Personality
Profession, Business or
Occupation requirements
Your look/brand/style
Blue - conveys importance and confidence
Green – calming and refreshing
Brown - is wholesome and earthy
White – clean and
sterile, precise
Black - powerful,
conservative,
severe, sophisticated
Red - can be powerful
Pink - soft and sweet
Orange - demands attention, gets people talking
Yellow - stimulates the brain, aids decision making
The impact that colours have
High Contrast
A dark with a bright
Medium Contrast
A dark with a light
Low Contrast
Two colours of the same intensity
Contrast Levels
Colouring
Body Shape
Personality
Profession, Business or
Occupation requirements
Your look/brand/style
Horizontal Body Types
The hourglass
With weight loss or gain you stay in proportion. Seen as being the most desirable of body shapes. Many styles suit this
figure
The inverted triangle
2nd best shape – Elle McPherson
Wear vertical lines above the waist, Medium to wide legged pants, Straight to flared skirts, narrow or no belt, good fitting
bras, unbuttoned vests, jackets, cardigans
The triangle
Hipline is proportionately larger than full bust (usually more than 7.5cms)
To balance out lower body wear (invisible) shoulder pads, horizontal neck lines, vertical lines below the waist, straight
skirts with minimal fabric in soft material
The rectangle
Very common shape – given if waistline is 15cms less than bust or 18cms less than hips
Emphasise shoulder line, loose fitting garments, slight shaping in clothes, eye catching accessories near face, dresses that
flow through the waistline, single breasted jackets worn open
The oval
Single breasted jackets in boxy style, over blouses and tops worn to the hipline, vertical lines, One coloured outfit, tunic
tops, loose fitting garments, well fitting bras, support garments
The diamond
Emphasise shoulder line, straight or flowing jackets, stockings that blend in colour with hemline and shoes, classic cut and
slightly tapered pants and straight and slightly tapered skirts, medium to medium high heels
Horizontal Body Types
The Balanced Body
(shorter middle)
Long legs / Short Body
Short Legs / Long Body
Vertical Body Types
Long legs / Short Body
Long over blouses, tops and jackets to lengthen torso, narrow belts, dresses
that flow through the waist rather than identify it, long line accessories
Short Legs / Long Body
Short jackets – bolero to classic blazers, eyes up techniques, straight skirts,
medium to high heels, medium to wide belts in contrasting colours depending
on weight and height
The Balanced Body
(shorter middle)
No contrasting colours at the waistline, dresses that flow through the waist
rather than identify it, narrow belts, medium long over blouses, tops and
jackets to lengthen her short mid-torso
Vertical Body Types
INVERTED
TRIANGLE
RECTANGLE
OVAL
TRIANGLE
TRAPEZOID
Men’s HORIZONTAL Body types
Long legs / Short Body
•Normally tall to very tall
•Can wear trousers with cuffs
•Often find it hard to get sleeves and tops long enough
Short Legs / Long Body
•Generally medium to short
•In most cases their jacket and shirt sleeves will need to be
shortened
•In casual wear (assuming no large stomach) he will look best in
shorter bomber style jackets
The Balanced Body
•Above and below the hipline there is one long and one
short segment
•Easiest to dress
•Subsection of this category is Petite –
fine to medium in bone structure, short in stature.
Need to wear clothes to scale e.g. small to medium lapels,
classic to slim ties etc.
Men’s VERTICAL Body types
Shirts
•The seam of ‘set in sleeves’ should be located outside the shoulder bone
•Sleeve width should allow for 2.5cm of double fabric when pinched away from
the upper arm
•There should be 5cm of double fabric on either side of your diaphragm
•Sleeves should extend .75 – 1.25cm from a jacket
•There should be room for 2 fingers between your neck and your collar
•Buttons should remain closed and there should be a 2.5cm allowance on the side
and under the arm
•Shirts should be long enough to stay tucked in
•There should be no gaping or straining evident
Fit is critical!
Trousers
•There should be a single break in the front over the top of your shoe
•The leg should taper towards the back, ending where the shoe and the heel connect
•When viewed sideways the trouser leg should fall vertically from the buttocks
•Pockets and pleats should never flair out when you put the trousers on
•Waistbands should be parallel to the ground and sit on a man’s waist (just below his
navel)
•Tall, long legged men look best in cuffed trousers and shorter men without cuffs
NB Socks should match trousers
Fit is critical!
Colouring
Body Shape
Personality
Profession, Business or
Occupation requirements
Your look/brand/style
Wardrobe Personalities
Wardrobe Personalities
Few clothes with good versatility–
driven by ‘an easy life’.
Too many clothes creates too much
of a burden
Will make sure it’s perfect because it
will be worn a lot
The Minimalist
Wardrobe Personalities
Few clothes with good versatility–
driven by ‘an easy life’.
Too many clothes creates too much
of a burden
Will make sure it’s perfect because it
will be worn a lot
The Minimalist
Wardrobe Personalities
-Loves to shop
-Lots of clothes with tags still on
-Impulse buyer
-Excited by shopping
-Has stories and an emotional
attachment to all their clothes.
The Hoarder
The Hoarder
Wardrobe Personalities
-Loves a brand
-Wants the items they wear to be
recognized by all
-Sees clothes as status symbols
-Who else wore it?
The fashionista
The fashionista
Wardrobe Personalities
-Rarely shops but when they do they
are looking for quality and versatility
-Often brand conscious too
- A blend of the fashionista and the
minimalist
The Investor
Wardrobe Personalities
-Lots of the same items in different
colours
The Replicator
Wardrobe
Personalities
Which one is most like you?
Shopping Personalities
Bargain Hunter
Shopping as a hobby
List shopper
Avoider
Online shopper
Work outfits
Work outfits
Work outfits
Personality
Colouring
Body Shape
Profession, Business or
Occupation requirements
Mayhem or Mastery?
Annalisa Armitage AICI CIP
Image Consultant and Personal Brand Expert
www.myimageconsultant.com.au
www.twitter.com/stylistAnnalisa
0413 898 776