[williamanna]

Shop to feed your sense of personal style, says Edmonton image consultant

The bags of brand-new clothing you bring home after a morning at the mall may seem like the result of random or impulsive choices. But they actually reflect a subconscious view of yourself, which begs the question: Just what were you thinking as you pulled out the plastic for that floral-print blazer?

Sue Heuman wants to help women shop in a more conscious, deliberate way. That’s why she calls her consulting business Style on Purpose and runs workshops on discovering your own style. “It’s really about giving mindful attention to what you’re wearing,” Heuman says.

Shopping isn’t always a lot of fun, even if you have the budget to spend hundreds of dollars. The stereotype of gals who live to shop is an old shoe that many women find just doesn’t fit. In fact, many of us are overwhelmed by clothes shopping, dreading the inevitable drain on our time, energy and bank accounts.



Photo: cheap bridesmaid dresses
To take the pain out of the process, Heuman encourages women to shop with an objective in mind. In fact, she recommends going with a list, the same way you buy the family groceries. She uses terms like “edit your wardrobe,” meaning thinking of outfit possibilities in a more efficient way.

Her fashion experience includes working backstage at the 2013 New York Fashion Week, dressing runway models for Oscar de la Renta, Marchesa, Philip Lim, Badgley Mischka and more. She has also spent some time behind the scenes with several designers in New York, discovering what inspires them and how they create each season.

We asked Heuman to share her tips for women who want to get a handle on clothes shopping.

Q: What’s the first step to moving away from random, unfocused shopping?

A: Take an inventory of your wardrobe and identify the gaps. Then you go shopping on purpose, you go with a list, not just wandering the mall aimlessly. When you go clothes shopping, you’re looking for something new, or you’re looking for a way to maximize what you have. You don’t need a lot of clothes; you just need clothes that work with each other. So you stop coming home with the violet-and-pink top that doesn’t go with a single thing in your brown-and-beige closet.

Q: What are the basic building blocks in a wardrobe?

A: For investment pieces, you want to have a tailored suit, with trousers or a skirt, or both. You want to have a nice dress, because dresses are a complete outfit. People think about shoes last but they will make your wardrobe: pumps, strappy sandals and a pair of ballet flats are essentials. You want to have a decent, tailored winter coat. And a white shirt; it can be ruffled or button-up. You don’t want to invest in trends of the moment. That’s where you want to go to fast-fashion stores that have the latest trends. They come and go. It’s a great way to add to, for instance, a black tailored pantsuit. An accessory can really add pop to an outfit. Invest in the classics and have fun with the trends.

Q: How do you know if there are colours or patterns you need to avoid?

Read More: queeniebridesmaid