Fashion is biology?


We recognize that not everyone loves fashion. Lots of people just want to get dressed for function and are in a place where how they look doesn’t seem as important as what they do. Fashion is still considered by many to be a frivolous or unnecessary expense. However, many people are unaware of the deep connection between how they look and how successful they are in life.

Although we try hard ‘not to judge a book by its cover’, the fact is that our brains aren’t wired that way. The part of our brain that judges is lightning fast, while the part that tells us to look beneath the surface is very slow. In the first moments of meeting you, people will be making judgements (often subconsciously) about how smart, capable, educated and likeable you are. They’ll also make assessments of your socioeconomic status, where you live, if you’re dating or married and if you’re trustworthy. People who ‘pass’ these judgements have an easier time with making social connections and building relationship than those who don’t. Every time you show up, you’re making a statement about who you are – the more accurate these statements are, the easier it is for people to get to know you.

Fashion is just one tool in the toolbox – it’s designed for you to pick and choose things to express who you are in a visual way. No matter what your value set is around fashion, there is something available for you to use to get your message across clearly. Are you a creative person? Maybe you’ll choose things that are more patterned, more colourful or more flowing. Are you a more conservative person? Perhaps solid neutral colours in modest cuts will suit you better. At Plum, we’re interested in helping you express yourself in the clearest possible way, so we’ve started an intensive training program with our staff so we can help you quickly find what you’re looking for and help you express your style in a way that suits you. Developed in conjunction with Katherine Lazaruk of ICU Image Consulting Inc., our program helps our staff understand colour, body shape, personal style and lifestyle more fully so we can help you find things that work. We call it ‘dressing with purpose’ and we hope you’ll join us on the journey as we learn how to serve you better.


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