Last year Will had a meeting in New York to discuss a business opportunity with these guys. I guess in a nutshell they are style consultants (and seemingly a lot more). He came back from the meeting with a copy of their book, "Nothing to wear?".
I'm not much of a reader of self help books so this sat on my bedside table for a while. When I did pick it up and have a read I'm surprised to say I really enjoyed it and got a lot from it.
The start of their process is to define your style.
They describe 5 styles:
Classic - Simple, clean and traditional; eg, Grace Kelly
Chic - Sharp lines that come together in an effortless way; eg, Audrey Hepburn
Whimsical - a thoughtful combination of colours and patterns that appears ethereal or romantic; eg, Sofia Coppola
Bohemian - Relaxed, hippy or funky; eg, Sienna Miller
Avant-garde - An ultramodern style that makes a dramatic statement; eg, Cate Blanchett
The premise is that once you know your style you can make more considered fashion choices.
Since I read the book I've certainly become a more efficient clothes shopper in that I don't get distracted by clothes that don't fit my style. I've probably also got a more cohesive wardrobe that I can mix and match more easily. I've since lent the book to a few friends who have also raved about it.
My style is a combination of Classic and Chic. What's your style? You can do a short quiz to determine your style here.