We don't need to impress anyone. As women and as men, like I work with both women and men, but at the end of the day, you need to impress yourself. So if you look in the mirror and you feel good and you say, yes, this is me, you're impressing yourself, you're expressing, you know, a certain feeling, emotion, like identity, then you've done a great job and I've done a great job helping you do that.

Thank you Iwona for having me. So what drew me first into this profession? Interesting question. I was always into creative and design. I used to work in an ad agency with brands and at some point I decided like it wasn't for me, you know, the hectic timing and so on. So I moved to the fashion side of it. I first started by catering to the brands as in their ads, like the world of advertising was big back then, so wardrobe styling. And I traveled to New York to study just that and then I discovered the world of image consulting, which is beyond styling for models and for shoots, for ads. It had the personal styling aspect and everything that came after.

I always felt that, to be honest. Even before I studied the profession. I always used clothes as a means to express myself. Since I was little, I loved to experiment, you know, to play around with styles, experimenting with trends, and just having fun with, you know, building outfits and dressing up. Now, even more so, of course, because it's backed by, you know, the technical side of it and how you can use it as an instrument to express yourself and to get, you know, a certain reaction from others as well, like as a tool.

My own style, I would say is a mix between the edgy and somehow, I would say, relaxed. I like to feel like it's not casual, comfortable. Yeah, exactly, but it has an edge to it. Like, I'm not scared to experiment with, you know, textures, colors, but it's always in a kind of laid-back way. So like not too overdressed.

Yeah, okay, so there's two points. About everyone looking the same, I think everyone right now, in this age, is very impressed by, you know, social media. So they are influenced. They follow certain trends. They want to belong to a certain group, so they don't have their own space for creativity and experimenting, and they don't want to look off, you know, they just want to be accepted. Especially the younger generations where they haven't like found their voice yet and their true identity. The next question, as in image...?

Okay. I have to disagree here because he created his own style. That's actually true. Exactly. So by him dressing down and being in black most of the time and like super, super casual and comfortable, he created his own identity. So even if you don't want to bother about style, you're still creating something. You're still telling the world something about yourself, a statement. So about the superficial aspect of it, when I first started working in the industry, like in fashion styling, I had all my colleagues, even my family telling me like, you've studied, you know, business marketing, graphic design, you're a university graduate, this and that, you've worked in advertising, like isn't this a bit superficial for you to be doing after being, you know, in the creative department and so on? What people don't understand at first is that it is much, much deeper. Definitely what you see on the outside is the style or the image, but it's connected to reflecting your inner personality, your lifestyle, your identity, your brand identity as well. So it's not just about, you know, clothes and what we put together. There's like a whole, I don't know, like, universe behind it where it runs much, much deeper and not to say like people should be really focused and worried about their style. It has to come naturally.

First things first, you have to understand your personality. So that has nothing to do with fashion. So what are you comfortable with? What is it that moves you? What brings you joy? Even like in spaces, like interiors, sceneries, like what attracts you? I always start from the foundation where I do a style personality test that has nothing to do with fashion. So that's like the basis. And from there on we start building the style expression that has to be very much connected to your own personality. So once you understand that, it's like you have, you know, the technical blueprint of what works for you, what's your comfort zone, how you are perceived now, and how you want people to see you. Then we can start building on the next level of creating your wardrobe, putting together, you know, things that work for you, not for the trends, that work with your lifestyle, your personality, your colors, your body shape, and all those details.

Of course. And that's where the issue is with trends.

Yeah. I mean, there's so many mistakes that women make. And you mentioned successful women who have successful careers but they're not as confident with their image and their style. This is where the image consultant comes in or the trained fashion stylist with the knowledge to empower these women about their body shapes, their colors, what works for them, what works for their personality, and so on, building this capsule wardrobe around their lifestyle so that they don't have to worry about looking good. So once they feel good in whatever style they adopt, be it, you know, the classic or the creative or the dramatic, whatever suits them, and they build the wardrobe around it with the right color palette, the right cuts, so they don't have to even, you know, worry if the fit is right or if, you know, the colors suit them or they are up to the occasion, you know, with the dress codes and so on. So this is where the image consultant comes in and takes off that headache. It's just empowering, you know, teaching women about basics, how to be comfortable with their own shape and proportions, how to visually enhance it, and how to break rules as well. You know, there's so many rules that I studied when I first started, and I was going by the book. Like women over 40 shouldn't be dressing this way, you know, and you can't mix this with that. And if you're a certain color, then no, you have to wear this color palette. With experience, like, I'm going total, not I would say opposite, but with my intuition, where no, if it suits you, if it's in your personality, then I can override so many things. I'm not playing by the book anymore.

Exactly. You have to know the rules to break them. So this is where like we come in with empowering women with the basics and then they can experiment and express themselves freely.

That is because like, it is full and believe me, sometimes you have like wardrobes as in walk-in multiple rooms where they would even say like, I can't pick one outfit that is truly me. And this goes back to where I was saying about reflecting your style personality. So women tend to buy pieces because they are trending, because it looked good on their girlfriends, you know, because of so many different reasons, but not the reasons where it fits them. So this is where we do the wardrobe audit and then I pick stuff that truly resemble them, and you will find you can shop in your own wardrobe. You just need to find the elements to mix and match together to create the style that you want.

Okay, so if you have one element that you're in love with, then definitely you work around mix and match options from tops, from layering, experimenting with different colors, textures, fabrics. Like dressing up has to be a way of joy, expressing yourself, fun. It's not like, you know, a uniform where no, this only goes with this. I start by doing the image assessment as I mentioned, where you discover what works for you in terms of cuts and styles, and then going through your wardrobe and picking the items that give you joy. Like when you wear them you feel confident, you feel happy. You're not hiding anything, it's like really you. So I always ask my clients, first thing is show me one to five outfits that are really you. Like if you have any occasion you would feel comfortable pulling one of them.

Very interesting. So again, when I first started, we had this concept of dress to impress. You know, you want that job, you need to dress for it. Whatever situation you want to manifest, you have the tools to dress for that, you know, to impress others. Moving on, I shifted to dress to express. Like we don't need to impress anyone. As women and as men, like I work with both women and men, but at the end of the day, you need to impress yourself. So if you look in the mirror and you feel good and you say, yes, this is me, you're impressing yourself, you're expressing, you know, a certain feeling, emotion, like identity, then you've done a great job, and I've done a great job helping you do that.

Sometimes yes. If you're in an industry, especially if I'm talking corporate, where everyone is, you know, dressed in a certain way that wants to blend in, and you come in with this, you know, dramatic style, then it would be... if it's intentional, it's not like, you know, overdressing. Like you want to make that statement. If on the other hand, your goal here is to blend with the group, then it might be like an error, like 'oh no, I overdressed, like I should have worn something else'.

Exactly, and you're uncomfortable as well, unless this is your intention, like you're the speaker, you're hosting. So we really need to pay attention. There's something I call TOP, so it's like the time of the day, the opportunity, and the people you're meeting. So you're dressing for all of that. Opportunity and occasion, actually. So if you understand why you're dressing this way, then you won't be making any errors. It's not guesswork.

I would say you have to be confident to carry yourself in style. Like you're not just... it's not fashion. Like you can have access to all the top designer brands and you can wear anything, but if you don't create your own signature style, then it's like you're not showing your confidence. You're not being yourself, you know? So I would say they come hand in hand, but you need to work on your confidence first. As in, I'm confident in this look, this really represents me. I'm happy with it before talking about being stylish or, you know, having your signature style.

Okay, so this has been something on my mind for a very long time, and it was always, you know, in the background. I always felt like, no, it's not the time, I'm focused on my work now. You know, you have so many fashion designers who went to fashion schools who are doing this. So why would I be doing something like that? You know, I had the imposter syndrome at some point. But then, you know, during your journey, you evolve, you get the experience, you're older, you have more confidence. At some point I felt like, no, this is something that has been, you know, an idea in my mind for a very long time, and I have the knowledge. I have the expertise. And I can get someone to do the sketches, like I can be the creative director. I don't need to feel like, you know, I'm doing everything, and bring this brand to life. But it's also tied to a very personal journey where especially with the first capsule, like the launch collection called Universe Calling, it's very, very personal, where I felt like I want to express myself in a way, giving a message to women out there that you have nothing to hide. So the personal journey had to do with my health, with cancer, you know, having scars after and feeling like you need to camouflage or hide at some point. Not feeling like, the society giving you that impression if you look around. And then coming to the realization that no, I have nothing to hide. Like these scars tell my story. And that is why there's a lot of sheer material, fabrics in the collection. There's a lot of embroidery and sequins and like fun colors because it's like an invitation to dance with life again. Show who you are and kind of own it. Like you have nothing to hide, like just be in the spotlight.

I'm wearing the Capsule signature styling code, which is the sleeve gloves today.

Yeah, they're really special. I wanted to bring something back where it's super feminine and retro that you can layer under anything, like I'm doing today, but they're part of the sets that I have introduced as well. So the brand is based on slow fashion. It's very limited edition. So it's not like I'll be supplying, you know, it's not mass. It's not for everyone. Whatever piece you purchase, you'll have only one or two other persons wearing it.

So it's very, very limited edition. I wanted to keep that aspect to show the uniqueness of the person, you know, owning something that is just yours. And there's the concept with it of, you know, besides the emotional part, the styling part, where I introduced the bundles to mix and match. So you can get a full set that you can wear to an event, like to dress up, even to a wedding, but you can take elements from it and mix and match with more basic, like masculine elements that, you know, tone it down. So there's the mix between yin and yang, the balance between feminine and masculine, achieving that space.

Okay, so that goes back to my journey. So a ritual is where, you know, you honor the journey. It's not like I have to get dressed because I have this thing to do, so I just put anything on. Ritual means you're present with it. You are picking things intentionally. They tell a story. So think of an item you like, it can be shoes, for example, an accessory, and then you build the outfit around it. You're telling a story with it. So this is what I mean, like enjoying the process, being present with it, having fun.

I want them to feel seen, honored, and in their power. I want them to feel really powerful.

Actually, I have six looks for this capsule drop.

Yeah, sure. So there is Look Number Five which has the pants with the bralette and the vest. It's one of my favorite looks. Honestly, I really like all of them, but I would see myself mostly in that and the maxi Starfall skirt.

Yeah, yeah of course. So you have, you know, a group where I've seen where they just want to hide, you know, under hoodies and like, they don't want to deal with the new image that they have. And maybe for some time I myself too was, you know, not in the mood for thinking about anything that has to do with, you know, dressing up, or like, you know physically you're so exhausted, you just want to be comfortable. So you stop giving your energy to any of that. But what I want to say here is we've been given a chance at life again. So we're celebrating life. We have to celebrate life, I am. So why not dress up for it? Why not express yourself? Why not find things that make you feel confident, alive, and just do it for yourself, no matter how you look or what state you're in right now.

Exactly. There was a cabinet for that.

Exactly. Exactly. Yeah, yeah, it's a reminder like, you know, to live in the moment right now and enjoy every single thing you have, be it, you know, material or spiritual, energetic, whatever.

Yeah. Actually, it's the part of, you know, the cross-styling. So when I work with women, it's always like they have this outfit they like, but they always wear it the same. Like these pants, these trousers go with this top or this skirt, etc. So what I introduced with Capsule is, yes, okay, this is your favorite set, but we can take it apart and we can mix and match with so many different things and create new outfits out of it. So it's something that anyone can do with whatever you own, but I intentionally designed elements that would mix and match with each and every look I introduced.

I mean, everyone here is super trendy. They follow trends heavily. But I think right now with everything that has been unfolding, I think there's a fatigue with, you know, the trends and like brands or influencers pushing a certain narrative on you. I feel from my clients especially, where I educate them like, you know, how to be themselves and express their own signature style, I feel there's more like an intentional sort of dressing. They just want to feel good. They want fabrics that feel good against their skin. They want to know where things are made from, you know, who did their...

Exactly. And that's what makes it special. And then what brings in the sustainability element and so on. Knowing that you're wearing something that is unique, that is well-made, and you know, just feeling good in it.

Exactly. I think the story is very important.

Yeah, of course. I mean, with all the emerging designers, the space for creativity and for finding unique pieces that aren't, you know, advertised everywhere, that's what really makes it special.

Yes, I would love to think that, like, all brands would be more intentional with their collections, and yeah, considering the factors of, you know, sustainability and like not mass production.

The mirror, I would say.

Yeah, like look at yourself in the mirror, admire, you know, the beauty of you being alive and think of what do you want at this moment? Like what is your story? What do you want it to tell? And if you need help, definitely you can reach out, you know, to image consultants who can help in that area. But you can even go to your own wardrobe, pick up things that you like that remind you of, you know, moments that when you were happy, put them together, have fun, experiment. Um, there's so much inspiration online as well that you can get. But know yourself first, like don't copy, don't copy others.

That's a huge element that we do in the wardrobe audit where we look at the stuff that hasn't been worn for more than six months to a year, especially that in Dubai like it's not seasonal dressing here. And if it's something that is very, very emotional, like a family heirloom, then we move it to that side, you know, it doesn't have to be in your wardrobe. You don't need to get rid of it as in, you know, throw it away. You can always give it to charity. You can have, you know, circular fashion going on. There are some pieces that you are really connected to you can keep, knowing that you might not wear them again, maybe you can pass them on. But for you to create, you know, the right energy, I would say for the energy to move, you have to exactly move it somewhere else and just have in your wardrobe things that you will wear. Like today, tomorrow, or in a couple of months. But like not maybe one year, you know, or when I lose weight, or when I gain weight, or all of that.

Thank you so much for having me. It was so much fun.

Okay.