Do You See What I See? A Shy Shopper’s First Styling Experience
2022
Two details about me are integral to who I am as a person and may be relatable to at least some degree. Number one; I challenge myself to see how fast I can go through doctor's appointments—a simple in and out in record time. Number two, I have always had a strong sense of personal style—emphasis on personal. What can be deduced from these facts (that you can likely empathize with in one way or another) is that I’m a person who prioritizes control, probably to a fault, and I don’t do well with involving others in my whims.This especially applies in the realm of retail. I’ve been on the receiving end of countless treacherous tales from friends on every kind of sales floor. Somehow, whether you’re selling wool sweaters at a niche boutique or stocking dairy at a mega grocery store, someone will have a problem with something. I, like so many other anxious individuals, would rather perish than be a nuisance, or better yet, be noticeable at all in public.So I decided to shave a couple of years off my lifespan and take on the impossible for a controlling introvert: Asking strangers to style me. I traveled to three different clothing stores in Boston based on their style, my perception of the company, and most importantly, how much they promote their personal styling consultations.
Attempt #1 November 22, 2022: MadewellThe about section of Madewell’s website opens with the statement, “We make clothes that tell your story.” Tuesday, November 22 seemed as perfect a day as any to test this theory. There are several variations of style consultations offered by Madewell spanning from virtual to in-person private shopping. The “IRL Appointment,” which I opted for, is even incentivized for Madewell members, who earn 250 “points” for each meeting scheduled with an expert in-store.Since the process of styling is so prided by the company, it’s taken quite seriously. I booked an appointment at Madewell Newbury online and when that didn’t go through I called the store and booked the appointment for real. The conversation was more in-depth than the form I had filled out an hour earlier. I gave my sizes, and what exactly I was looking for.“I’m open to anything,” I said, explaining that my goal for this appointment was to get style inspiration. My hopes surged when the employee on the phone said, “This is gonna be fun.” Maybe, just maybe it would be fun.
The morning of the appointment I shrugged on my investigative journalist disguise for the project at hand. To avoid swaying my stylist based on my normal clothing I went back to basics: a black turtleneck, blue jeans, and canvas sneakers. Escaping my dorm and multiple comparisons to a certain Theranos CEO, I felt invigorated by my nerves. I showed up an embarrassing five minutes early to the consultation but could already spot the fitting room that awaited me. Various outfits hung side by side completed with endearing little stacks of gold jewelry.
I was introduced to Marciella Gonzalez, my appointed stylist and go-to Madewell expert for the next hour. She walked me through her four selections, honing in on the popular products. The company has a tangible market for denim and Marciella made sure to supply each top-selling style of jean. One of the charms of Madwell, as Marciella told me, is the brand’s emphasis on basic staple pieces that can be mixed and matched in numerous ways. This seemed to be the case as I scanned my selection of neutral tones. Maybe this store was an easy first attempt because the neutral clothing made for neutral opinions. Outfits comprised of straight-leg jeans, plain shirts, and cardigans are something I can’t deny donning on a regular basis. However, there was a flair for something that just wasn’t me. I avoid the color gray because it washes me out, I swore off black jeans long ago after a painfully extended emo phase. These hyper-specific details could never be known from one glance, so I give Marciella credit for her choices being just about accurate to what I may wear on my own. When I asked her why she chose the pieces she did, she explained that she aimed for a combination of what sold the most and clothes she would personally wear. Eager to express my appreciation, I left with a new pair of well-fitting jeans in tote. My adrenaline rushed as if I had just completed a marathon rather than a transaction. The experience was so much more than that at the moment, however. I paced through a sunglasses store and called my mother. Confused by the endless stream of thought I poured to her on a workday afternoon, she couldn’t understand what was happening on my end of the line. She was happy that I finally had my own pair of her favorite jeans, meanwhile, I was contemplating never showing my face on that side of Newbury Street again. There was a level of embarrassment so grave in making myself the subject of this experiment that I couldn’t fathom what had I just done as normal. Ultimately, however, the sun remained in the sky, the trains remained on schedule, and I was no different in personality or identity than I was that morning. So maybe style consultation number two would be a cinch.
Attempt #2 November 26, 2022: Aritzia Aritzia is a glitzy and glamorous Canadian fashion brand founded in the ’80s. They provide “Everyday Luxury,” meaning, “Exclusive brands for every function and individual aesthetic.” Aritzia is a popular name for my age group and I have found myself wandering through their Prudential Center store many times before. The dim lights, large decorations, and booming music cultivate one of the more intimidating shopping experiences. Impeccably dressed shoppers who could double as live-in Aritzia models don’t alleviate this pressure.
Unlike the amicable neutral of Madewell, Aritzia presents a basic, yet specific style. My stylist for the night, Tim M., echoed this by explaining that Aritzia pieces are identifiable without any branding at all. Their puffy winter jackets and slim leather pants are pieces I could easily spot on the sidewalk despite their unassuming look. I wondered if I had what was required to gel with the established fashion culture of this store. I fought through heavy nighttime rain to get to the location on time. I called the day prior and was informed of the best hour to arrive and ensured that at least 20 stylists would be on the floor willing to assist me. My fears of being a burden were quelled within minutes as Tim whisked me away to a fitting room. After careful consideration of my “open to anything” prompt, he brought me two outfits.
Tim’s enthusiasm was great, as were his consistent check-ins throughout the consultation. But, unfortunately, nothing could make me look correct in these articles of clothing. Also aiming for neutral, feminine staples, he chose criss-cross jeans, a square neck bodysuit, and a black leather jacket. Never before in my life had I worn any of these pieces and the sense that I was wearing a costume was palpable.“Oh–you look like a greaser,” Tim remarked as I stepped out of the dressing room. It was a relief to hear him say it too. The second outfit was another ill-fit. An oversized white button-down and black leather pants shrunk my appearance back to my days of middle school band concert uniforms. Tim encouraged me, however, as he explained the items I had on were some of the “never-fails” of the brand. I could and had seen how this succeeded for other Aritzia customers. I, however, failed. I left the store empty-handed but in high spirits.
Attempt #3 December 11, 2022: Anthropologie Half a month after my last consultation, my third and final attempt was upon me. Based on word-of-mouth recommendations from peers, I chose the finale to conclude at Anthropologie on Newbury Street. Anthropologie’s website, much like its Boston location, is massive. Some extended scrolling was required to locate the personal styling page. The Complimentary Styling Services cover every base, offering appointments in-person, over email, and even via Zoom. “Exclusive access to an industry-trained professional,” is guaranteed, and in simpler terms, the website states, “Think of it as a shopping date with your (ultra-stylish) best friend!”Ready to meet my best friend/stylist, I trekked into the early winter weather. Due to Boston’s first snowfall and my decision to walk, I layered myself in familiar clothing for the trip; therefore, my personal style was on display when I entered the building. From my research, I knew the consultation would be in-depth and reliant on my participation, so I figured I would distance myself from the dodgy attitude of my previous appointments. I informed the store’s full-time stylist, Catherine H., of my preferences, but emphasized that I was willing to try something new. Catherine led me through the essential oil-scented corners of the store, skipping over the sequin section and filling my arms with earth tones.
Rather than forming specific outfits, I was left on my own to style the two bottoms, shirts, and jackets, provided for me. Pairing items I would regularly wear daily, like a cream turtleneck, with curveballs like a black leather skirt selected by Catherine left me in a peculiar zone of identity. It was easier to feel comfortable in a new style with the crutch of my usual staples. No spectacular revelations came out of this combination, however. Whereas the uncomfortable territory of Artizia’s button-down with leather pants formed an instant no, the leather Anthropologie skirt was digestible after being styled to my preference. I wasn’t checked in on for the rest of my appointment, which allowed me to return the hundreds of dollars worth of garments I tried on and leave the store without a trace. This had been the least challenging, but also least insightful of my three attempts.
ConclusionI found that my fears didn't rest in how much I liked the clothes picked out for me, or even in giving up stylistic control, but rather in my relationship with the person styling me. I fretted over my responses to their choices, not wanting to disappoint. But this was a lesson in not caring. Although I can still recall my sparse first styling experiences in painstaking detail, to Marciella, Tim, and Catherine, I was one in a long line of customers. Being able to reverse the roles and “Let go of the reins,” as Tim called it, was nothing more than a fun dive into the perspectives of a stranger. Overall, my style was only impacted by one pair of jeans, but I learned an important lesson that will hopefully stick to my anxious thought process for some time—things are not as big as they seem.