Friday, October 16th I’m going live with local stylist Laura Sawyer to talk about personal style, and an argument for getting dressed in 2020. Laura has been a professional in the fashion industry for over a decade, with experience ranging from sale & creative direction to event production. Her style expertise has been featured in Fast Company, Travel + Leisure and The Zoe Report to name a few.

UPDATE* Scroll to the bottom for a link to watch a replay of our live conversation.

Tell us a little bit about how you got started in the fashion industry.

I got started in fashion originally working in retail in high school and college (Abercrombie & JCrew). Post-college I moved to NYC and worked for an international event design firm. This was the experiential side of working in the fashion industry, among others. I worked on events and special projects for clients including Hermès, Monique Lhuillier, L'Oreal, and Dennis Basso. It was definitely the fringe of fashion but I developed perspective, creativity, and the honing of my eye. After I moved to St. Louis in 2014, I continued in events but felt deeply about wanting to shift into fashion, particularly through the lens of helping women feel their absolute best in what they wear every day. This has grown beyond that since launching my business in early 2018 and I now work 1:1 with clients, I also consult with DTC brands on customer journey and growth marketing. Lastly, what exists in all of my work, I research, write, and speak/teach on the implications of what we wear and how it impacts our performance, moods, and behaviors. It's all heavily steeped in consumer behavior, which is utterly fascinating to me.

How would you describe your personal style? What inspires you?

I'm a chameleon when it comes to dressing. Some days I'm sporty, others I'm maximalist print all-over, or I'll land on a cozy monochromatic look. It's mostly based on my mood and what my day looks like. When I'm with clients in closets I wear black, this is my uniform in their space and puts me in the mindset of work and to them I become a blank slate focused on their palette. Beyond this, I'm definitely not afraid to color outside the lines and wear something farfetched, or style pieces in a different kind of way. Experimenting is the only way to know what works and doesn't. I'm inspired by how something makes me feel when I see it, try it on, or wear it. A client of mine has dubbed this as 'the smile test.' I think that's right, and it goes beyond that. There's a lot of emotion in clothing, even the simplest of a white t-shirt and jeans look.

How would you recommend someone find their personal style?

To the point above of experimentation. That's such a personalized way to go about deciding what you like or don't and what works or doesn't for your body and lifestyle. We have so much noise around trends, which, I believe our culture is starting to move away from. Embrace yourself for who you are and dress the way you want to dress, not how you think you're supposed to. Not everyone needs to own a classic button-up shirt. The tests to start figuring this out is to try things and pay attention to your response when wearing them, or even others when they see you in something new. Though dressing is ultimately for the wearer, perception can be used to our advantage. People around us can see if we're smiling more or standing up straighter and these observations will help you understand and spend time thinking about it more. Like anything, finding your style takes work and it will continue to evolve over time. Have fun with it and find the function you need that works best for you. Lastly, take photos of yourself in clothing or outfits that made you feel a positive emotion or thoughts, save them in a folder on your phone, and reference your own "lookbook" when getting dressed in the future - a surefire way to dress with ease and confidence.

In these COVID times, how important is it that we actually get dressed?

It's extremely important. And this looks different for every single one of us. Some people are perfectly happy in loungewear all day while others struggle to focus because their brains aren't registering the subconscious delineation between productivity and relaxation. Start with the simple step of getting out of your pajamas in the morning and continuing with your grooming habits. This may seem obvious, but many people let this fall by the wayside earlier in the year. These small steps lead to bigger progress throughout your day. Just as we operate on schedules and calendars, this structure keeps us moving forward, not only in a work/school setting but in all areas of our lives.

What sort of things should we think about when we're shopping?

Intentionality is key when it comes to shopping and dressing. I can't tell you how many people, including myself, have experienced the scenario where we reach into our closet and pull out an article of clothing that still has the tag on, that we bought eons ago. Never worn. Why did we buy it? Perhaps it was at an event and we felt obligated to buy, or it was an impulse purchase and couldn't be bothered to return it. Whatever the reason, it just doesn't work for you or your lifestyle and is now being removed and resold or donated. We're motivated to buy for many reasons, particularly to that exact moment in which the transaction is taking place. There are millions of reasons why we swipe the charge, but I would offer, again, put in the effort. Be conscious and ask yourself questions - Why am I buying this? How will I wear it with existing pieces I own (reference your own lookbook to make that easy)? Is this something that will bring me joy when wearing it? Will this work for my lifestyle? That antiquated stat about how we only wear 20% of our wardrobes is staggering. Reduce the noise of things you don't really need or will put to use, as a result, it will allow you to think more creatively and clearly when it comes time to shop and introduce something new into your collection.

How important is sustainability to you?

Being thoughtful about caring for our planet and future generations, while taking actionable steps to reduce any of my own irreversible negative impacts is of utmost importance to me, and I'm still figuring out what this looks like for me. At the same time, sustainability within the context of fashion is very complex. Every step of the supply chain is inclusive of sustainability and yet, there's no global authority or standards outlining what this looks like. From deadstock and throw away culture, to overproduction, to the safety and pay of factory workers, and to the amount of non-biodegradable clothing sitting in landfills. Transparency is part of how we will continue to define sustainability and define our own personal values as it relates to consumption and waste. Starting with intentionality and consciousness is how I approach sustainability in fashion.

Where do you see as the future of the fashion industry?

Fashion is having a reckoning. The pandemic has only exacerbated industry challenges and shifts in consumer behavior. There are definitely greater expectations with transparency around consumption, buying vintage and resale is celebrated more than ever from a mainstream perspective, and I'm seeing more people value their own unique perspective on dressing. These are signals that the control is landing more in the consumer's hands versus the brands and retailers dictating in the past. The paradigm is shifting and it will be interesting to see what the next few years bring as we navigate a lifestyle in our culture that is focused on comfort as an absolute and being extremely mindful of where/how we spend our money. My mission is to empower everybody to feel, look, and dress as their truest selves and my contribution is to give people the tools to help them achieve their dynamic expression.

What's your favorite piece you picked and why?

The animal print silk Gucci scarf. I love a good scarf, it transcends a style "type." Scarves are universal and can be worn in so many unique ways. Anyone can rock a scarf. Plus, it's an easy accessory to throw on that makes a big impact with low effort, especially on days where you may be dragging.