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What’s This About
Choose an image consultant by checking which areas they cover, their training and evidence of past work, and what the fee includes.
Before you book, compare consultants on practical points such as
which of style, grooming, body language, speech and etiquette they cover
their training and any professional membership
a portfolio, case studies and testimonials
how well they listen and explain
a written, itemised quote for the services you need
and many more!
Meet more than one consultant before deciding.
Key Points
01Anyone can call themselves an image consultant, so ask about training and check any membership with the body itself.
02Not every client needs every service, so ask which steps a package includes.
03Portfolios and testimonials are selected by the consultant, so ask for examples relevant to your goals.
04If you mainly want help with clothes, a personal stylist may suit you better.
An image consultant can help with how you dress, groom, speak and present yourself at work and socially; our guide to the different types of stylist explains how other styling jobs differ.
Anyone can call themselves an image consultant, so finding an experienced one takes some checking before you pay for a session.
If you mainly want help with clothes, our guide to finding a personal stylist may suit you better, and our article on whether a personal stylist is worth it covers cost and value.
This guide covers where to look and what to check before you hire an image consultant. The checks cover range of skills, approach, services, training, portfolio, ethics and communication.
Goals, Budget and Where to Look Before You Search
First, decide what you want help with, such as dressing for a new senior role, moving to a different industry, a new social setting, or a wardrobe whose clothes work together.
Set a budget that covers both the consultant’s fees and any new clothes or tailoring, so the project has a clear scope; our guide to image consultant prices for men explains the common pricing models.
To find candidates, search with your location and your need, for example “men’s image consultant London” or “executive image consultant Manchester”, and look beyond the first few results.
LinkedIn can help too, and the Association of Image Consultants International (AICI) suggests locating candidates through its membership directory and deciding which certification level you need.
Comprehensive Expertise
An image consultant usually works on more than clothing and style.
Look for consultants with expertise in personal style, grooming, body language, verbal communication, etiquette, and personal branding.
Before hiring, ask which of these areas the consultant covers personally and which, if any, they refer to other specialists.
A good image consultant will assess your current image and tailor recommendations to your needs and goals.
Here are the main areas an image consultant may cover.
1. Personal Style
Personal style covers body shape, colour analysis and fashion styles, much like a personal stylist’s work.
An image consultant will focus on creating a cohesive personal style that aligns with your personality, profession, and lifestyle.
Colour advice should be practical and honest about its limits; a knowledgeable consultant compares colours near your face in consistent light and explains what to look for, rather than presenting a seasonal label as a scientific test.
The consultant should also understand fit and proportion, and be able to explain which tailoring alterations will make your clothes fit better.
Image Consultant Vs. Personal Stylist
While searching for professionals to help with your image, you might wonder about the distinction between the roles of an image consultant vs a personal stylist.
Although there’s some overlap, they serve different purposes. A personal stylist primarily focuses on your wardrobe and fashion choices, helping you curate outfits that match your personality and lifestyle.
Some clients are curious about whether stylists provide the clothing themselves and how the process works.
If you’re specifically looking for fashion guidance, you might want to learn more about how to find and work with a personal stylist who aligns with your style goals.
2. Grooming
Grooming covers skincare, haircuts and hair styling, beard care and nail care.
A skilled image consultant will provide guidance on grooming routines that enhance your natural features and complement your overall image.
3. Body Language
Body language covers posture, gestures and facial expressions, and how other people may read them.
Your image consultant should be able to identify and help correct any non-verbal cues that might be undermining your intended image.
4. Verbal Communication
Verbal communication covers speech patterns, tone of voice and speaking clearly.
A good image consultant will help you refine your verbal communication so that it matches the image you present.
5. Etiquette
Etiquette for modern men covers an understanding of social and business etiquette across various cultures and situations.
Your consultant should be able to guide you on appropriate behaviour and protocols for different professional and social settings.
6. Personal Branding
Personal branding means presenting yourself consistently in a way that fits your goals and values.
An image consultant can help you keep that presentation consistent, from your clothes to your online profiles.
Expertise in Existing Fashion Styles
A knowledgeable image consultant should know a range of established fashion styles.
That knowledge lets the consultant guide you towards looks that suit your personality and lifestyle, or help you try new aesthetics that fit your personal brand.
When selecting an image consultant, check that they know a range of fashion styles, such as
- Classic Old Money is a timeless, refined style associated with traditional wealth, featuring tailored suits, quality knitwear, and understated luxury garments.
- Preppy is a clean-cut, classic American style characterised by Oxford shirts, blazers, chinos, and loafers.
- Sloane Ranger, a distinctly British upper-class style, features tweed jackets, Wellington boots, and countryside-inspired attire.
- Dandy is a refined, elegant style that pays particular attention to classic tailoring and bold accessories.
- Bohemian/Boho Chic. A free-spirited style mixing vintage and modern garments, often including flowing fabrics and eclectic accessories.
- Hipster is a style that embraces indie culture and often includes vintage clothing, thick-rimmed glasses, and handmade or craft accessories.
- Vintage. A style that incorporates clothing and accessories from past decades, often mixed with modern garments.
- Retro. A modern interpretation of styles from past decades, particularly the 50s, 60s, and 70s.
- Grunge is a style inspired by 90s rock culture, featuring oversized flannel shirts, ripped jeans, and combat boots.
- Punk. An edgy, rebellious style incorporating leather jackets, band t-shirts, ripped jeans, and statement accessories.
- Rock is similar to punk but often more polished, featuring leather jackets, skinny jeans, and boots.
- Goth. A dark, dramatic style often featuring black clothing, heavy boots, and gothic-inspired accessories.
- Minimalist means a sleek, pared-down aesthetic focusing on simple silhouettes and a neutral colour palette.
- Maximalist is a bold, eclectic style that embraces patterns, colours, and statement garments.
- Streetwear. A casual, urban-inspired style that often includes trainers, hoodies, and graphic tees.
- Workwear, a style inspired by traditional labour wear, features durable fabrics, practical designs, and a rugged aesthetic.
- Hip Hop is a style influenced by urban culture, often featuring oversized clothing, bold jewellery, and designer trainers.
- Skater is a casual style inspired by skateboarding culture, including loose-fitting clothes, graphic tees, and skate shoes.
- Surfer, a laid-back style inspired by beach culture, features board shorts, flip-flops, and casual tees.
- Normcore is a style that embraces ‘averageness’, featuring unremarkable casual clothes.
- Athleisure. A trendy style blending athletic wear with casual clothing, emphasising comfort and functionality.
- Techwear is a futuristic style that combines urban aesthetics with functional, often waterproof fabrics and innovative designs.
- Avant-garde describes an experimental, cutting-edge style that pushes the boundaries of conventional fashion.
A skilled image consultant should be able to explain these styles, where they came from, and which garments from each could work in your wardrobe.
The consultant should also know how to combine garments from different styles into outfits that suit you and your personal brand.
Moreover, your image consultant should be able to guide you in adapting these styles to suit different occasions, from casual outings to formal events.
An image consultant should also understand the different dress codes and their formality levels, such as Morning Dress, White Tie, Black tie, Lounge Suit, Business Formal, Business Casual, Smart Casual, and Casual.
A good consultant can also help your style change over time, perhaps borrowing from different fashion aesthetics as your tastes, lifestyle, and professional needs change.
When interviewing potential image consultants, ask them about their experience with these different styles.
A competent consultant should be able to show outfits they have put together in these styles, including outfits that mix more than one aesthetic.
Remember, the goal isn’t necessarily to adhere strictly to one style but to understand what defines each style and which of its garments suit you and your image goals.
A good image consultant will help you choose among these styles and build a wardrobe that is versatile, true to your taste and suited to your work; our comparison of image consultants and stylists explains where the two roles overlap.
Looking at Your Whole Image
An image consultant usually looks at your whole image rather than clothes alone, often in steps such as
1. Appearance Analysis. Assessing your current style, grooming habits, and overall presentation.
2. Personality Evaluation means understanding your personality traits, values, and goals to ensure your image aligns with your authentic self.
3. Lifestyle Consideration. Taking into account your daily routines, profession, and social activities to create a practical and sustainable image plan.
4. Communication Audit involves evaluating your verbal and non-verbal communication skills and providing strategies for improvement.
5. Digital Presence Review. Assessing and advising on your online image across various platforms.
Ask which of these steps a consultant includes, as not every client needs all five.
Ask the consultant to describe what happens at each stage, and whether the advice generally leans classic or trend-led, so you can check that the approach suits you.
Customisation and Flexibility
Your image consultant should be able to tailor their services to your specific needs and goals.
Services vary between consultants and may include one-on-one consultations, wardrobe audits, personal shopping, grooming tutorials, body language workshops, public speaking coaching, personal branding sessions and reviews of your online profiles.
Check that the consultant offers the specific services you need and can adapt to your preferences and lifestyle, and ask for a written, itemised quote, as prices and package contents vary widely.
Find out whether the consultant charges by the hour, by project or on a retainer, what you will receive at the end, such as a written style guide, a lookbook of outfits or shopping support, and whether clothing and tailoring costs are extra.
Knowledge of the Latest Trends
Clothing, grooming and online conventions change over time.
Your consultant should keep up with current practice in image work, including fashion and style trends, emerging grooming and beauty techniques, the latest developments in professional etiquette, and current best practices in personal branding and digital presence.
Ask how the consultant keeps their knowledge current, for example through continuing education or professional body events.
Strong Communication and Interpersonal Skills
Your relationship with your image consultant should be built on trust, respect, and open communication.
Shortlist two or three consultants and arrange introductory calls; some consultants offer a free introductory call, so ask in advance whether a fee applies.
During your initial consultation, assess the consultant’s ability to listen attentively to your concerns and goals, explain concepts and suggestions clearly and respectfully, provide constructive feedback tactfully, and create a comfortable and supportive environment.
You should feel comfortable discussing personal matters and confident that the consultant can guide you through the process.
Portfolio and Client Testimonials
A reputable image consultant should have a diverse portfolio showcasing their work and be willing to share client testimonials.
Look for before-and-after examples, case studies detailing the consultant’s approach and results, client testimonials from various industries and backgrounds, and any media appearances or publications by the consultant.
A portfolio shows the consultant’s range, although the consultant chooses which examples and testimonials to share.
If the consultant shares before-and-after photos, check whether the results look tailored to each client or generic, and ask whether the photos show real clients used with permission.
Read independent reviews as well, ideally from people in roles similar to yours; detailed reviews that describe the process are more useful than vague praise, and be wary of anyone who promises a promotion or pay rise, because no consultant can guarantee a career result.
Don’t hesitate to ask for specific examples of how they’ve helped clients achieve their image goals. Real examples give you a clearer idea of what to expect from the service.
Industry Qualifications and Experience
While there’s no single standardised qualification for image consultants, look for professionals with formal training and certifications from reputable institutions.
One example is the Association of Image Consultants International (AICI), which awards its own certification levels, such as Certified Image Professional (CIP); private styling schools also run certificate courses, and their content and length vary, so ask what a course covered.
Additionally, consider their years of experience and the diversity of their client base.
An image consultant who has worked with various professions, industries, and personal backgrounds will likely be better equipped to address your unique needs.
Ask about the consultant’s typical clients as well; a consultant who regularly works with men in your field, such as lawyers, founders or creative professionals, is more likely to understand its dress expectations and should be able to describe that experience without breaching client confidentiality.
Ethical Standards and Professionalism
Choose an image consultant who adheres to high ethical standards and maintains professionalism.
Look for consultants who are members of professional organisations like the Association of Image Consultants International (AICI), follow a clear code of ethics, maintain client confidentiality, provide transparent pricing and clear contract terms, and demonstrate respect for diversity and inclusivity.
A consultant will learn about your career, your body measurements and your budget, so ask how the consultant stores your information and photos, and whether client photos are ever used in marketing.
Preparing for Your First Session
You will get more from your first session if you write down your goals beforehand and are ready to discuss your work, your social life and the impression you want to make.
Be open about your budget, so the consultant can plan realistic recommendations from the start.
Keep an open mind and be willing to try suggestions, while remembering that you can decline advice that does not suit your work, comfort or taste.
Choosing the Right Image Consultant for You
Selecting the right image consultant makes improving your personal and professional presence simpler.
By considering factors such as comprehensive expertise, qualifications, holistic approach, customisation, up-to-date knowledge, communication skills, portfolio, and ethical standards, you can find an image consultant who suits your goals.
Remember, the right image consultant is the one who understands the multifaceted nature of personal image and takes the time to get to know you as an individual.
That consultant should be able to turn your personality, aspirations and lifestyle into an image that feels like you.
If you’re considering this investment in your personal and professional development, you might wonder whether hiring an image consultant is worth the cost.
Take your time in the selection process, ask thoughtful questions, and don’t hesitate to meet with several consultants before deciding.
With the right image consultant, you can present yourself more consistently in your personal and professional life.
Style Like a True Gentleman
Before you go, here is a simple way to put this guide into practice, and when to ask an image consultant for help.
Professional styling starts with knowing your body shape and seasonal colour palette, which help you choose clothes that fit well, in colours that suit your skin, eyes and hair.
Our guides also cover styling by occasion, location, season and time of day, garments, footwear, accessories and heritage fashion brands.
Take our three quizzes to find your body shape, seasonal colour palette and fashion style, then book a consultation if you want personal help.
1. Find Your Body Shape
Different garments flatter different silhouettes, so knowing your body shape is the first step in dressing like a confident man.
To find out your unique body shape, take our body shape quiz for men.
Once you know your unique body shape, take the second quiz to discover your unique colour palette.
2. Find Your Seasonal Colours
The garments in your outfits come in many colours, so it helps to check which colours suit your natural colouring.
For that, you have to find out your seasonal colour palette, and you can do it by taking our seasonal colour quiz for men.
3. Find Your Fashion Style
By now, you should already know your body shape and unique colour palette; the next step is to discover your personal fashion style.
To find it, take our fashion style quiz for men; it includes outfit ideas, relevant fashion brands and more.
Personal Help from The VOU
For personal help, you can book a consultation with our image consultants and fashion stylists.
Our styling services for men are paid consultations; the shop page lists what each one includes.
Wearing luxury brands is not enough on its own (see our guide to logo-heavy luxury brands and how to wear them); knowing your body shape, colour palette and personal style first makes styling by occasion, location, season and time of day easier.
Contact us to book a consultation once you have taken the three quizzes.