Fashion Forward: How Style can Shape an Artist’s Brand
Berlin Fashion Week just wrapped up, and while fashion trends come and go, one thing remains constant: style is the unspoken instrument in an artist’s toolkit.
When we think of legendary artists, we don’t just remember their music, or performances—we also remember their style. From Bowie’s flamboyant glam-rock outfits to Nick Cave‘s elegant black suits, Arca’s cyborg couture and avant-garde, gender-fluid fashion, Peaches‘ provocative, theatrical style, or Tyler, The Creator’s playful eccentricity, an artist’s fashion choices contribute significantly to their brand identity.
But you don’t need a massive budget or a team of stylists to create a memorable image. Sometimes, a single signature accessory can define your brand. John Lennon’s round glasses, for example, became an iconic symbol of his persona—so much so that they’re still replicated today.
Whether you’re a solo artist or a band member, what you wear can shape how audiences perceive you. It should feel authentic while reinforcing your music’s vibe. Here’s how to make it work.
STYLE IS A STORYTELLING TOOL
Your personal style is an extension of your artistic voice. It should evoke emotions, create a visual narrative, and reinforce the themes of your work. Think of it as a non-verbal introduction: before someone even hears your music, they’ve already formed an impression based on your aesthetic. A cohesive look helps make your brand instantly recognizable and memorable. Ask yourself:
- What emotions or messages do I want to convey?
- How do my fashion choices align with my artistic identity?
- Does my style reflect the mood and themes of my music?
Key Elements of Branding Through Style
Colour Palette
Colors shape perception. A consistent color scheme in your outfits, album art, and merch helps solidify your brand. This extends to album art, merch, and even stage design.
Examples: Billie Eilish’s neon green roots and oversized streetwear or Prince’s bold purple aesthetic.
Accessories – Small Details, Big Impact
Hats, sunglasses, jewelry, or even a signature prop can become part of your brand DNA.
Examples: John Lennon’s round glasses (synonymous with his image and the Beatles’ later years). Post Malone’s face tattoos & grills (a key part of his rebellious hip-hop persona).
Hair & Makeup
Your hair and makeup can be as much a statement as your clothes.
Examples: Amy Winehouse’s beehive & winged eyeliner – Instantly recognizable and perfectly matched her retro-soul vibe. Marilyn Manson’s shock-rock makeup (pale foundation, black contacts, and dark lipstick created his eerie aesthetic).
Clothes & Costumes
Your wardrobe should amplify your music’s energy. Do you go for sleek, minimalist outfits, or over-the-top theatrical costumes? Decide whether you want a polished or raw aesthetic.
Performance wear: more dramatic (e.g., Freddie Mercury’s leotards, Tyler, The Creator’s Golf Wang suits).
Everyday wear: a toned-down version of your stage persona (e.g., Harry Styles’ gender-fluid casual looks).
Feeling Comfortable in Your Look
While style matters, you should always feel comfortable. If you’re wearing something that makes you feel awkward or inauthentic, it will show. If sky-high heels or tight suits make you stiff onstage, ditch them. The best performers own their looks effortlessly—think Kurt Cobain’s thrifted grunge sweaters.
The best styles are those that feel like a second skin.
Find fabrics, cuts, and accessories that empower you rather than restrict you. If your brand leans into high-fashion drama but you feel best in sneakers and oversized hoodies, find a way to merge the two instead of forcing a look that doesn’t fit.
Performance vs. Everyday Wardrobe
Artists often struggle with separating stage style from day-to-day outfits. While performance outfits can be more theatrical or avant-garde, your everyday look should still align with your artistic identity. For example:
- Performance Wear: Think bold, eye-catching pieces that command attention—sequins, statement accessories, or custom-designed pieces.
- Everyday Style: A toned-down version of your performance look, incorporating signature elements (e.g., color schemes, unique textures, or staple accessories).
A good rule of thumb is to have signature pieces that carry across both styles. If you’re known for leather jackets, you can wear an extravagant one for a show and a more casual version off-stage.
Affording Stylish Looks on a Budget
Looking like a star doesn’t have to cost a fortune. Here’s how to build your signature style without breaking the bank:
- Thrift Stores + Vintage Shops: Unique, high-quality pieces at a fraction of the cost.
- Online Marketplaces: Depop, Poshmark, and eBay offer stylish second-hand finds.
- DIY + Customization: Add patches, paint, or modify thrifted clothing for a unique touch.
- Clothing Swaps: Exchange pieces with other artists or friends to refresh your wardrobe.
- Local Designers + Emerging Brands: Support small designers who may be open to collaborations.
Working with Stylists & Designers
If you have the budget, working with a stylist or fashion designer can take your look to the next level. Stylists help curate looks that align with your brand, while designers can create custom pieces unique to you. If hiring a full-time stylist isn’t feasible, consider:
- Collaborating with fashion students or up-and-coming designers.
- Renting statement pieces for special events.
- Seeking sponsorships or partnerships with brands.
Final Thoughts
Your style is an essential part of your artistic brand. It should tell a story, make you feel confident, and remain adaptable to different settings—but it should never feel forced. Whether you curate your wardrobe from thrift stores or collaborate with designers, the key is authenticity and feeling comfortable.
When your look aligns with your art, it enhances your presence, making you instantly recognizable and unforgettable. Whether it’s a signature accessory, a bold color, or a recurring fashion theme, find what feels genuine and own it.
Don’t Miss This Month’s Expert Insight By Daria Gerova!
Want more styling tips? Check out my interview with Barcelona-based costume designer and style advisor Daria Gerova, who has worked with artists to craft unforgettable stage personas. She’ll give some insights into her work with musicians and share tips on building a look that stands out.
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