More Than Just the Boss

Someone recently gave me a referral to a newly minted CEO. Before we met in person, this chief executive sought my advice on dressing for a highly publicized meeting. Question from Ms. CEO: I am going to a conference with other female corporate leaders and would like to get some public recognition for our company's involvement in the event. I want to stand out with reporters who will be there to cover it. What would you suggest to help me look distinctive and not too corporate?

Dear Ms. CEO:

First I would make sure that everything you plan to wear is appropriate, flattering on camera and in person, fits well, and is current if not stylish. I’d also weave in eye-catching tops, jewelry, and other accessories to invite attention. Accessories that are different (in a good way) can pleasantly disarm the reporters and lead to conversation about your or your firm's background, mission, activity, or brand. I’m not talking about donning a red tartan if you’re head of a fast-food chain. I also have not seen any women chief executives wearing hoodies while making significant product introductions. Yet there are women CEOs who consistently wow audiences with the way they dress—from Sara Blakely to Tory Burch to Oprah Winfrey.

I would help you express yourself in an understated way that gets the fashion press buzzing—a Harry Winston vintage timepiece if you’re headquartered in New York City or a Mignon Faget fleur de lis necklace if your firm originated in New Orleans. Wear primary colors if you run a children’s education company or a sports team. What's key is that you signal to your audience. Allusions can build powerful connections and great vibes with your audience and fans.

Members of the British royal family are aware of the points they can earn by choosing native designers to shape their public wardrobes. Kate Middleton is known to wear the work of several British and Commonwealth designers. Faithful to her couturier until his retirement, Queen Elizabeth preferred Londoner Hardy Amies.

Be elegant and professional, but be authentic. Making a statement about yourself does not have to make you look less serious. The world’s banker, Christine Lagarde, shows her taste and patriotism by wearing French fashion, and scarves, skirts and dresses. She looks absolutely regal and in-charge.