Choosing suitable attire is a serious business

I wish to expand on Hugh Pearman’s article, headed ‘Dress to Impress’ (DW 21 January). I think this issue is somewhat more important and relevant than Pearman’s humourous remarks suggest.


Speaking as a creative who, quite honestly, faces the dilemma, every day, of deciding what’s suitable to wear for any given client presentation, I actually think the subject is quite serious.


The onlookers remarks do not stop at your attire. I regularly face comments such as, ‘You can tell he is the creative by his spiky hair’ or ‘Only a creative could get away with those shoes’. Quite honestly, having a creative sense of dress can be a humiliating process.


Also, I do not think the creative fraternity does a lot to help itself conquer this daily barrage of apparel abuse. The designer, as a breed, has already created a stereotype for his or herself.


You can spot a creative gaggle a mile off. Usually they hunt in packs of three, generally wearing black, or grey if feeling courageous, and the new accessory is, of course, the scarf – preferably long and stripy.


For me, I do think it is crucial to choose the most suitable outfit, dependent on who I am meeting.


In pitch situations, I often find a shirt that refects the colours of the brand in question. This can put the audience at ease and they immediately warm to you.


Of course, I would be careful how you interpret this if you are to pitch to, say, Last Minute.com or Yell.com.


For an industry based on differentiation, unique marques and memorable identities, the people who create it all look the same.


Martin Fawcett, Group creative director, Bluetouch, London, W1

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