Image consultant Prunella Lourdes is a devotee of fashion, image and style, and knows that looks do, in fact, matter. She has worked in fashion around the world, and has seen that no matter where you are, be it Beijing or Dubai, there is no substitute for the way you look and feel when wearing the right colors, clothes that fit and compliment your style, and a wardrobe that reflects your personality. Agenda met with her to find out why looks really matter, the secrets of a great wardrobe, and where to shop so you can look as good as she does.

Do looks really matter?
Absolutely! First impressions are made within 20 seconds, and 55% of that is based on image, 38% on body language and 7% on verbal communication. Unfortunately people make assumptions based on limited information. We are all judged on our clothes, facial expressions, energy, confidence and how we hold ourselves, not to mention personal power, perceived authority and personal grooming – all this within 20 seconds!

What is color analysis, and how can it affect your career?
Color Analysis is a process wherein we drape you with a series of color combinations and materials, exploring and assessing what colors are best suited to you. The first thing people will notice about you is the color that you are wearing, and its impact is immediate and lasting. All of us can wear “most colors” – however there are specific hues, amounts of clarity and undertones that can make you appear healthy, younger, and more importantly, confident and in control in the workplace.

What are some differences you’ve noticed between how people perceive colors internationally, especially in China?
There is a positive and a negative perception of color that is international, but not universal. Take red, for example. In Chinese culture, red can mean prosperity and good fortune; however, in other cultures red can be associated with aggression and rage which is negative, so it’s best to be careful when dressing for business.

Any tips for dressing when doing business with Chinese, as opposed to international firms?
The main tip would be to always look smart and professional no matter what the office culture is, and pay attention to detail. There is nothing worse than seeing someone turn up for a meeting with a lovely Armani suit and dirty scuffed shoes, because unfortunately most people will remember the dirty scuffed shoes!

What are the most common flops you see in people’s professional wardrobe?
What many people do not understand is that there are three levels of business wear: A corporate, business casual and casual wear. Obviously this depends on the type of company you work for.

If you could only give our readers one piece of fashion advice, what would it be?
Invest in core items such as suits, blazers, skirts and trousers in neutral colors. This is the foundation for a practical, functional wardrobe. Also, always buy the best quality you can afford, and dress for the job you want, not for the job you have!

What are your favorite shopping spots around town?
Reiss is my favorite place for men’s suits and shirts as well as for ladies dresses. Fontaine carries beautiful understated jewelry to offset a beautiful dress or shirt for work. I also love shopping at the Sanlitun Village, Solana, and Shin Kong Place.

Stylized International Image Consultancy www.stylizedinternational.com

Reiss Daily 10am-10pm. Shop S2-14A, Sanlitun Village South. 19 Sanlitun Lu, Chaoyang District (6417 8238) 朝阳区三里屯路19号三里屯Village南区S2-14A
Fontaine (www.fontaine.hk) at Lu12.28. Daily 12pm-10pm. Room D305, 3/F, Nali Patio, 81 Sanlitun Beijie, Chaoyang District (5208 6105) 朝阳区三里屯北街S1号那里花园3层D305. www.lu1228.com