Top expert tips for regaining control over your post-lockdown personal style

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For many of us, lockdown has played a hand in shaping our personal brands, for better or for worse. During our Big Pause, we discussed in previous posts how we might be able to use the time to revisit and reflect on our inner brands, including our values, passion, purpose, strengths and vision. But how has lockdown impacted our outer brands, in other words, how we convey ourselves to the outside world? Outer branding involves things like our personal style, communication style, personal impact and personal presence. And it matters because our outer brands often affect how others interact with us, the opportunities that come our way, and how we feel about ourselves.

Image: Shutterstock

For some of us, lockdown may have been an opportunity to learn to cook healthy meals, start a new exercise routine running in the park or with Zoom workouts, and experiment with outfit creations on Instagram. But for many of us, months of lockdown comfort eating, sporadic exercise, and not needing to give a toss about wardrobe seem to have derailed our outer brands. Facebook abounds with memes talking about Covid weight gain, extolling workout leggings or the humble PJ as all-day workwear. Even when we have a virtual meeting, we’ve embraced the fact that we only have to half dress for a Zoom meeting, and it’s a rare diamond who has freshy pressed dress trousers on! Not to mention the lack of face-to-face socialization that may have caused things like our communication style and social graces to go a bit rusty.

A dear friend of mine recently sent me an article that I thought highlighted the potential consequences this post-lockdown outer brand dilemma of ours. In the article, the author jests that coming out of lockdown feels as if she has forgotten how to dress, speak, or function as a socialised adult. Lockdown has “stripped away her outer trappings” and revealed a more “feral” self. Perhaps many of us can identify with that sentiment to an extent, and it’s probably not a bad thing to feel a bit more carefree after lockdown. Of course, losing control of your outer brand to the point of feeling like a hot mess (unless that’s what you’re going for) or a chimpanzee in a social experiment, probably isn’t a good thing for anyone’s brand. And if authenticity is always somewhere at the core of your brand, revitalizing it post-lockdown may take a little effort but probably won’t really feel very much like “work”.

Even if you haven’t hit the feral red zone yet, perhaps it’s still time to have a good post-lockdown stare in the mirror. What did we discover during lockdown about our outer brands, and what parts of #lockdownlazy can we incorporate into the post-lockdown outer brand to make it work for us?

I’ve interviewed two award-winning experts in outer branding, image coach and author Sue Donnelly and personal stylist Chantelle Znideric, about how to gain back control and revitalise our outer brands. Their advice can be applied to all genders.

What’s your advice on revisiting and revitalising your outer brand post lockdown?

Sue Donnelly

Sue: Your brand, ideally, embodies four things: Personality, Passion, Principles and Purpose. The most important of these, when it comes to getting dressed, is the first – who you are, your essential self. This never changes, despite what goes on around you. When looking to outwardly represent your brand, you should think about innate values and beliefs. Embrace, accept and honour who you are and let your clothes reflect that.

Your clothes talk. They tell a story to those who see you. They also talk to the you, the wearer.

Choose clothes in fabrics, textures, colours, patterns that empower you to feel good, not just look good. Your outfit impacts on how you feel about yourself. That, in turn, can have a real impact on performance. If you are uncomfortable in what you wear, it will show up in other ways. Think about wearing new shoes and resulting blisters, or a skirt riding up your thighs when you sit, and you’ll see what I mean! If you dress to be someone else, it never works. Create an Identity Statement that describes who you are and what you represent. Ask for feedback. Do others see you as you see yourself? Is there a disconnect? What do you want to project? Is this in alignment with who you are, and what you are passionate about? Whatever you choose to wear, your mood will sink or rise to match it. Finding clothes that make you feel like you are ‘coming home’, whatever the occasion, is the key.

Chantelle Znideric

Chantelle: The first job is to try on everything in your wardrobe and check what fits! Sounds labour intensive and a bit of a faff but there’s no point revitalising your fave items if there is more work to be done to get back in pre-lockdown shape.

I guarantee this process will spark loving memories of life before lockdown, remembering where you wore these outfits, how you styled them and how they made you feel.

Start with the bottoms and begin curating adoring pieces that you can build upon. Consider how your work and social life has changed and assess how to style these pieces appropriately for your new norm, your personal brand priorities may have changed somewhat, which means a slight style pivot is required.

How would you integrate your favourite lockdown casual into this?

Sue: The word ‘casual’ means different things to different people. Some may see a shirt worn without a tie as casual, while others are thinking ‘sweats’. The key is to hone in on how wearing lockdown casual makes you feel. If it enables you to work well, then embrace it. It’s simple to upgrade to work appropriate for both women and men. A track pant in a luxurious fabric with a T-shirt and a blazer, teaming draw string trousers with a soft blouse, a midi dress with sneakers, a shirt and sweater with dark well-cut jeans, are just some ideas. If lockdown casual doesn’t fit with your work ethic, then don’t pursue it.

We are all different. Respect and honour that.

Chantelle: To be honest, I’m done with lockdown casual and I’ll be glad to see the back of it. The new norm brings an exciting change, yet still uncertain times and your new style should reflect this. Look to incorporate unique pieces with pizazz, that are agile and offer flexibility with that certain level of comfort you’ve been used to at home. Up your game in terms of quality, integrating luxe fabrics and sumptuous colours.

It may also be the right time to invest in those classic and timeless staple items, knowing they will last you a lifetime and you can wear them forever.

Is there now a place for thought-out casual instead of “lockdown lazy” casual?

Sue: This is subject to Personal Brand and the industry type. Many have strict dress codes, and must be adhered to. Creative industries embrace a more casual approach, and wearing a ‘power’ suit may not work in your favour. As home working increases, there may well be a shift towards casual wear.

The main point is that clothes are mood altering. When working, we need garments that elevate and lift, and that will be different for everyone.

Choose clothes with the intention of what you need to achieve on any given day. Take a few minutes to consider what that looks like before you get dressed. How you ultimately feel, will most certainly affect whether or not you succeed. The questions worth asking:
How am I feeling today? 

What am I thinking?

Where am I going?

Who am I seeing? 

What do I need?

What do I hope to achieve?

Chantelle: Thought-out casual is definitely my bag and ticks a lot of boxes. With less formal occasions and face to face meet ups in the diary, it is a great style challenge to have.

Making an effort to play up your casual look effortlessly, with ease and elegance, will soothe you into post-lockdown life.

My ‘go-to’ pieces to help me achieve this will be blazers and leather jackets teamed with joggers, maxi skirts and sneakers. Recently, I bought a fabulous leather jacket from Uterqüe and I can’t wait to style this one out!

Any thoughts around creating a wardrobe that is effortless (creating “ready to wear” outfits, etc)?

Sue: To have a capsule wardrobe, that mixes different pieces to create a variety of outfits, is most people’s dream. There are people who like to plan outfits in advance. There are others who are mood dressers, and will select on how they feel that day. Either way, having too many clothes can drive us into overwhelm. A wardrobe built around a couple of neutral colours, mainly plain fabrics, a couple of patterns using pops of different accent colours, more tops or shirts than bottoms and, for women, a couple of dresses is probably all you need. Ring the changes with accessories and shoes.

It takes the stress out of getting dressed each day, and that adds to our general sense of well-being.

Chantelle: We all have way too much stuff, and this has only been highlighted during lockdown – so many clothes, you literally can’t get round to wearing them all. Yup, I’m talking from experience. Create mini capsules within your wardrobe. Carefully select three very different bottoms and style them with six contrasting tops including t-shirts, shirts, sweatshirts and knitwear to create a number of new and exciting outfits.

Work out the key staples that fit you perfectly, whilst thinking about your brand qualities, and play to them every time, without fail. And repeat… 

Finally, how would you go about integrating your zoom style (i.e., the upper half on camera) with your overall style in “the real world”? 

Sue: Zoom dictates that we concentrate on the upper part of the body and face. It’s where the attention is drawn. This can be enhanced with great jewellery, necklines/collars, colours and patterns and of course, great grooming (regardless of gender). Whatever is going on underneath the desk needs to match this level of professionalism when away from the screen. There is no reason why attention shouldn’t remain focused upwards.

After all, we spend most of our time looking at someone’s face, but PJ bottoms aren’t really going to do us any favours!

Chantelle: I’ve been playing up those small, but important, and noticeable details on Zoom. For example, I’m not a lippy wearer, however I have bought a new lip colour to boost my skin tone and overall style on camera. I have also invested in accessories, earrings mostly, to compliment plainer tops and to add interest to my upper half.

It’s a fine balance of not looking like you’re trying too hard, however accentuating you and your individuality at the same time.



About Sue Donnelley

Sue has a passion for fashion and style and is one of the most qualified consultants working in the image industry. She is known for pushing traditional boundaries to explore what really makes us feel ‘at home’ in our clothes. She combines mind, heart and intuition in her image training so facts are intertwined with emotional content. Her mantras are ‘Life evolves, style evolves’ and ‘One size does not fit al

You can find out more about Sue on her website, Facebook or Instagram.


About Chantelle Znideric

Chantelle helps clients feel both incredible and confident whilst achieving an effortlessly stylish wardrobe that works for their lifestyles.  Her sole objective is to enhance her clients’ individuality and increase confidence by advising on flattering styles, wearable trends and exciting colour, texture and print combinations. Keeping an eye on minimising clothing waste is hugely important to Chantelle as well as ultimately achieving an exceptional outcome beyond her clients’ expectations.

You can find out more about Chantelle on her website or follow her on Facebook, Pinterest or Instagram.


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The lotus grows in the mud: Stories of creative growth during lockdown

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The lotus is a flower that grows in the mud
The deeper and thicker the mud
The more beautiful the lotus blooms

This was the Buddhist proverb we used in our recent Survive to Thrive Toolkit. For me, it captures the spirit of thriving, of something beautiful arising from times of difficulty.

While lockdown has certainly come with plenty of adversity, for some, it has also unleashed a deeper, freer creativity. Here, we share the inspirational stories of creatives from the world of art, photography and writing, to hear how the challenges of lockdown have liberated or shaped their creativity in some significant way.

JENNY SHEPHERD and her husband Bob have been pouring their creative energies into recreating famous works of art. Here’s Jenny talking us through their experiences via a series of posts, originally on Facebook. This is particularly impressive as Bob works long hours in their shop Second Nature.

“I showed Bob an article about people recreating famous works of art and it was him that got excited. I have no idea why, as he is quite shy, really! Maybe because he thought it would distract us both, and give us something besides work/the virus to focus on?

A different perspective…

I think there’s something about doing this, which is a bit about problem solving or lateral thinking. We enjoy cryptic crosswords, and I think there’s something similar going on. You have to look at things from a different perspective, and with the recreations, you are having to look at the objects in your house, and think “how can I make this look like x?” Hence, knotted, black socks to make hair.

Grant Wood
Our version of American Gothic took a few attempts, using the timer, but on the whole, we thought it wasn’t too bad!









Is this becoming addictive?! Probably not, as this took over 4 hours yesterday, and we gave up before we were totally satisfied with the result after 22 attempts, involving the wreath falling off, both of us cursing, and Bob’s heavy- wineglass-holding hand getting tired. Bob did shave (half of) his chest, such was his dedication to authenticity. And, no, that is not red wine. It’s home-made, raspberry vinegar.










Frida Kahlo
Not being able to get my eyebrows threaded during lockdown has taken its toll. No, it’s just our 3rd attempt at recreating a work of art.












The artist is well-known. We chose it because it didn’t involve any live animals, as we didn’t feel Theo, our cat, would be a compliant model.

We thought it looked much easier than last week’s, but it actually took five hours and 69 shots, and again, I still wasn’t happy, but we had to give up, because I was in agony!

Henry Wallis
I think it is quite a well-known painting, but I’m not sure the artist, Henry Wallis, or the subject, Thomas Chatterton (an amazing story!), are particularly famous! I certainly had never heard of either, till I studied the play “Chatterton” by Alfred de Vigny at university.

The importance of detail…

Naturally, I am bothered by the fact our sofa was too short for Bob to lie in the proper position, but may I draw your attention to the smoke from the extinguished candle to the right? A completely invisible, but important (to us!) touch, is that the crumpled paper in Bob’s hand is, appropriately, torn from Poetry News!”


is an artist who discovered the value of mentoring… and letting go.

Finding Inspiration…

“As the pandemic caused the world to close down, everything was stripped back to the essentials. I began to work with a mentor, Anne Seims. I’d been a fan of her work for a long time and knew immediately that she would be an amazing mentor. I had been feeling stuck. working on the same few paintings for months and could never finish them. Anne encouraged me to strip back my work, to let go of the crutches and shortcuts I’d been relying on and was confronted by an empty page.

I let go…

I let go of the collage, leaves and images that I had been working with for the past few years, which felt very scary as I had always seen myself as a collage artist. I didn’t know what I was without that. I directed my process inwards. What I found was these faces waiting to be revealed, to be set free.




My work has changed a lot. It has been a revolutionary, challenging, anxiety inducing and amazing experience.  If you ask any artist what they fear the most and they will probably say their work going badly, but sometimes you have to put yourself in that place to make the leap you need to make.

I’m very grateful that during the COVID-19 pandemic I was able to have such a surge of creativity and coaching.

I haven’t shared them much yet as I’ve been enjoying making them for myself, but am now ready to start sharing them with the world.”



You can find out more about Claire and her work at and on Instagram at @Claire_brewster.


MATTHEW SWIFT is an abstract painter who has tuned into life’s details during lockdown,  bringing a different awareness of the everyday into his studio practice.

“When lockdown occurred, I thought I had been handed an amazing opportunity to get on with painting and be productive; suddenly finding extra time in the studio with no more commuting. However, initially it was difficult to focus on creating new artwork. The cause of this seismic shift in my routine, Covid 19, was unsettling and scary and my nuanced preoccupations with colour, form and surface seemed trivial and disconnected from the bigger picture of what was going on beyond my workspace.

I began to notice…

As the shock wore off and the new normal became routine, I began to notice details around me more poignantly. I am lucky to live on the North Kent Coast which allows me to take daily walks or cycles by the sea. I have become attuned to the changes in weather, particularly the wind, which has an impact on how my cycling experience goes. The wind’s elemental nature has crept into aspects of my artwork in the form of short videos recording plastic bags flailing around or feathers, caught on a leaf bending to the force of a breeze. The routine of repeated routes and journeys through changing elements has sharpened my awareness and senses; it has enriched my engagement with my immediate environment and through a strange process of internal psychological osmosis resulted in a new sense of purpose in my studio practice.

Technology has become a friend…

Having previously been very conflicted by Instagram and its endless rolling images, in lockdown it has become my friend. In particular it has spurred me on to make smaller prototypes of my sewn together painted canvases. This was born out of the #artistsupportpledge, inventively set up by @matthewburrowsstudio as a way of helping Visual Creatives remain financially afloat whilst galleries are closed. I no longer see scrolling through Instagram as a mindless distraction, instead it has become a helpful way of staying in touch with talented and inspiring artists. Over the last few weeks I have been discovering work by people from all over the world that is engaging and resonates with similar creative concerns as my own.

Swift’s work, oil on sewn together canvas, previously offered as part of the #artistssupportpledge

The week after lockdown an artist friend of mine asked me to join a crit group with her and a sculptor who I did not previously know. Remotely we have been meeting up every four weeks from our studios. It has been hugely productive and it has opened up dialogues and ideas in a very direct and beneficial way. Firstly, we do not have to spend time travelling but more importantly there is an equality of presentation, as we can take it in turns to address live issues in our work individually.

Another work by Swift, oil on sewn together canvas, which was offered as part of #theartistssupportpledge

Feeling more connected…

The lockdown has pushed me to access technology that I would not have dreamt of engaging with previously, this is now a platform and format I will continue to use and explore. Since lockdown I feel, strangely, not only more connected to my own practice, but also much more connected to the wider artistic community beyond more studio walls.

I am currently curating Ground Work, an exhibition of work by seven artists and a writer, that will open this October at APT Gallery in London. It will be one of the first exhibitions the gallery is planning as it opens up into a new socially distanced public realm. It was planned pre-lockdown with a specific agenda of public engagement. We won’t be able to run the original workshops we were planning, but we are all excited by how we can overcome this challenge and be at the vanguard of how Visual Creatives surmount these obstacles to make a new viable art and gallery scene.”

To find out more about Matthew and his work, check out and find him on Instagram at @mrswiftyart.

Both Claire Brewster and Matthew Swift have participated in #artistssupportpledge, an Instagram movement where artists selling pieces for £200 pounds or less use a percentage of earnings to buy work by another participating artist. It has helped foster a thriving and diverse creative community.

wrote and published a book of poetry during this time. Love, Me s a collection of Coronavirus inspired stories.

It felt relevant…

“I’m not new to writing, having already written a novel which I finished editing it during lockdown and sent off to the editor. However, I haven’t felt inspired to start a new book, it has felt too much at the moment. But a poetry book felt relevant. A number of the poems represent how I feel about lockdown and Covid. I think about a future where someone else is wanting to be seen and reads a poem of mine and has that moment when they realise they aren’t alone. I wanted that for this book.

Time for rediscovering…

Poetry is my first writing love. It’s the place I always go back to when I need to express myself or work through something. I wrote my first poem at the age of eight. I love reading poetry too. I love the classics, but there is an Australian poet who I discovered her at a time I needed to be seen and her poetry gave me that. She wrote under the pen name Nanushka. But my favourite poem is The Highway Man. I still have this memory of standing my Nanna’s house when I was maybe 7 or 8. She wanted to read her favourite poem. I didn’t really understand the poem or really like it, but I loved the rhythm, which is why I still love it to this day.

If I sit down to write, I can usually write something. It flows very easily. Although some poems are definitely better than others. I have to write in the mornings. Generally, before my day has started, or late at night when my head is churning.

This is my favourite. I wrote it based on a jumble of memories and each time I read it, I have such sweet memories of her and myself at that young age.


I bang the keys,
Singing jingle bells.
My voice warbles tunelessly.
And yet you smile.
As if I’m playing,
A sonata by Beethoven.
I sing louder.
Punching the air with my voice.
Puffing my chest out with pride.
Smiling wide.
Happiness bursting in my chest
Feeling like my Sunday best.

This has inspired me to think about publishing a second book as I have books and books of old and new poetry.”

To learn more about Melanie and her work, check out Love, Me and other books by Melanie can be found on amazon.

We hope the stories of these creatives might inspire you to nurture a little of your own lotus during these challenging times!


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Looking to find a little more joy during lockdown? Here are five stories to inspire you

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While restrictions surrounding this pandemic have taken away many of our freedoms and pleasures, there are those individuals who have managed to relish their time in lockdown, and not just because of the extra hours to breathe or take stock either. Some have found themselves busier than ever, uncovering a brand-new passion or indulging in an existing one.

Here are five ideas from individuals whose stories will hopefully inspire you to discover a little more joy of your own during the remaining lockdown.

Get YouTubing, like Hulya.

Chef Hulya Erdal has used lockdown as an opportunity to experiment with filming YouTube videos around her take on life, food and living.

“Lockdown has given me the opportunity to push my business forward by giving me some time I would never have had, and I’ve used it wisely. I’ve completed a rebrand and update to my website. I’ve also been able to develop my YouTube channel and shoot regular videos as part of my business brand.

Getting out there on video has been scary but worth it. I wanted to create a presence online and make known what area I was in now. To be able to put out my message to the world. Plus, it was a way for me to push myself out of my comfort zone. Face my fears. It was a way to speak my truth and build confidence in myself too.

It’s certainly made a difference in terms of exposure – a real kick-start, and it’s been fun.”

You can find Hulya’s YouTube videos here.


Bang out that book, like Paula.

Paula Gardner has spent much of her time in lockdown writing a career book, The Career Pause and Pivot.

“I was speaking to so many people about how this crisis has changed the way they look at their current career path. There are some who don’t even have a career path at the moment, such as those in the travel industry. I wanted to do something to help them make sense of this, and what comes next and so poured all my careers psychology know-how into a book that addresses just that.

I’ve got a lot out of writing it myself as it has kept me to a routine of writing in the mornings, much of which I’ve been doing out in the garden. Having this uninterrupted time has allowed me the space to really think about what I want to include and the opportunity to put it together. As well as lockdown itself, I’ve been going through a bereavement, and the pure act of writing has a lot of comfort in itself.”

The Career Pause and Pivot is available on Amazon.

Get down and dirty, like Pete.

Pete Maclaine is a news and portrait photographer but during this lockdown, Pete has been doing something he never thought he would: getting his hands dirty, growing vegetables.

“The idea came to me during the food shortages at the beginning of lockdown, it seemed so passive to sit there and rely on other people when we had all this space in the garden. I’d worked in a florist in the past, tending people’s balcony gardens, but nothing on this scale.” Pete has planted potatoes, cauliflowers, leeks, tomatoes, beetroot and carrots amongst others.

It’s brought out a whole new side of my personality. I am now very slug alert, and have a potting shed! I’ve also toned up and lost some weight with all the physical exercise, and I’ve enjoyed asking my Mum who is a keen gardener for her advice. The garden has become a big focus for me, I’ve bought myself an Infrared camera, and we can now see what the foxes get up to in the garden when we are asleep which has been huge fun.”

Sketch away the day, like Sophie.

Sophie Dique is a 17-year-old who has had her A levels cancelled on her. She’s spent her lockdown indulging her passion of art, painting her bedroom, drawing at the living room table and allowing herself to spend slow, lazy days just creating whatever she wants.

Her recent project has been to fill a notebook of artistic creations. Once finished, she has been uploading these onto a newly created Instagram account which you can find at @artbysophied.

This is the time Sophie would have spent studying for exams, stressed and anxious and instead, with an unconditional offer under her belt, she has been able to pour herself into creative work. She has experimented with new styles and materials including Gouache paint, and is quite happy to say that lockdown has been one of the best times of her life so far!

Get your business online, like Rachel.

Rachel McGuinness is a wellbeing consultant who has seen her business explode during this crisis.

Since it all began, I have launched an online wellbeing hub – workplace wellbeing for small to medium sized businesses. It was already planned to launch on 1 April and it did, however this crisis means that businesses are really realising that they need to look after the mental and physical wellbeing of their staff.

I’ve really enjoyed thinking on my feet, pivoting the business, looking at different opportunities and actioning ideas. Prospects and clients are very amenable at the moment because they want to do the right thing and look after their employees.

I’ve loved being in ‘flow state’ and being really proactive during this time.

It’s also changed the way I work. Whatever the new normal looks, I will certainly be doing fewer face to face meetings in London in the future as I’ve saved so much money and time during lockdown!”

Rachel’s business can be found here


We hope you found inspiration in the stories  shared by our fab five above. If you’d like to share your own story about a joy discovered during lockdown, please feel free to share it with us in the comments below!


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The “Inspiration of the Month” goes to…

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In lieu of my regular “Brand of the Month”, I’ve decided to feature inspirational individuals during these unprecedented times. This “Inspiration of the Month” goes to

Alessandro Michele

Photo: Shutterstock

Here’s why…

The Coronavirus has shaken a lot of industries, but Alessandro Michele, creative director of fashion powerhouse Gucci, is doing the shaking from the inside.

The pandemic has brought the non-stop carousel of the fashion world to a screeching halt. While the industry waits to resume its seamless rotation of spring/summer, autumn/winter, cruise and pre-fall shows, Michele has other plans for Gucci. In a recent virtual press conference, he announced that he will be limiting the number of fashion shows going forward, from five to two per year. Gucci will be stepping off of the carousel.

What I find interesting (and inspirational) here is the power of pause during the pandemic and its influence in this. In our Survive to Thrive Toolkit, Part II, we recently explored ways in which the pandemic offers us an opportunity to pause and examine our experience, to see what we can learn from these extraordinary times. What comes to the surface might just have the potential to bring about significant change.

We see exactly this in Michele’s “Notes from the Silence” entry, posted on Instagram on 29th March. In the post, he reveals doing a fair amount of reflecting during the lockdown, and this is starting to translate into radical action. Michele has come out in support of moving towards a leaner, more sustainable fashion culture, and his passion and purpose shine through in this post (and I personally love that Michele’s proclivity to flowery maximalism extends beyond his bold creations, what consistent branding!):


Michele has declared the fashion week calendar and labels like “Spring/summer” obsolete, stating “I think these are stale and underfed words … clothes should have a longer life than that which these words attribute to them.” Instead, Gucci will have “seasonless” collections twice a year.

The label will therefore be glaringly absent from the September catwalk, where it would have been a crown jewel of fashion week. Similarly, Saint Laurent, also owned by the Kering parent company, recently announced it would sit out Paris fashion week this September, as they are “conscious of the current circumstances and its waves of radical change”. Dries Van Noten has also led a number of independent designers in calling for an “overhaul of the industry”, with less shows and product.

While talk of drastic changes to the fashion industry have been going on for the past month, mega-labels have remained mostly silent…until now. As Gucci is the mightiest brand to come to the table, Michele’s announcement packs quite a punch, with real potential to create a sea change within the industry.

Michele has created a strong name for himself in the fashion world by bringing edgy culture into fashion and embracing gender fluidity (think the Harry Styles in pearl earrings and ruffles and the actor Jared Leto in a floor-length evening gown at the Met Gala). However, influencing sustainable development in the fashion world may just be his greatest contribution yet.


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From Survive to Thrive: A Toolkit for Getting Through Covid-19, Part II

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Dear Reader,

Welcome back to our toolkit, where we offer insights, questions and coping strategies to help us better survive and ultimately thrive during these challenging times.

In Part I (available here), we looked at very real issues that came with the pandemic: Coronavirus anxiety, dealing with change, isolation and other practical problems, and offered personality-specific guidance and coping strategies. A lot of this centred around the survival side of things; how to deal with this abrupt change and this new way of living and working.

In Part II, we are going to try to make sense of what we have all been going through, and see what we can learn about ourselves from these extraordinary times.  By examining our experience, we might discover another way of coping, one that allows us to move our focus past current fears and challenges to our personal growth.

In other words, we can move from survive to thrive.


Download the toolkit for free here:




Be safe out there everyone!



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My “Inspirational Story of the Month” goes to…

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In lieu of my regular “Brand of the Month”, I’ve decided to feature inspirational individuals who have gone above and beyond to help others during these unprecedented times.
This “Inspiration of the Month” goes to

Captain Tom Moore

Here’s why…
This World War II veteran, promoted to Honorary Colonel by the Queen to mark his 100th birthday today, has captivated the nation after raising more than £30m for the NHS by completing 100 laps of his garden. He smashed his initial modest £1,000 target in just 24 hours.

But it’s more than that. Moore has become something of a national hero here in the UK. You may wonder, how could something so mundane like walking laps around the garden be considered heroic?

He’s symbolic

Archetypes, which are often used in branding, are “universal symbols” that may be a character, a theme, or even a setting. The Hero archetype represents the act of overcoming obstacles to achieve specific goals. In mythology, the hero’s objective is often to find a treasure or defeat a villain.

The villain today may be invisible, but a uniformed veteran with three medals on his chest serves as a strong visual cue we can attach to: the good guy taking action. Given our nation’s reverence for both the second world war and the NHS, Moore is indeed well co-branded.

A different kind of hero

In times of crises, we search out heroes. But not all heroes wear capes, as they say. Heroes act courageously, and the meaning of that courageous act is often defined by the spirit of the times. In Moore’s walking, we find an action that would ordinarily be considered mundane reflecting our current limitations. The battleground of the hero has changed.

Given the polarity within politics and the potential for reputational damage over social media, politicians unfortunately don’t make great hero material these days. Moore, however, keeps his politics to himself and doesn’t have a social media history.  Moreover, as the elderly are the most common victims of this invisible villain, it’s fitting that a 100-year-old has become the defiant, heroic face of the pandemic.

Passing the torch

Britain is a country in need of inspiration at the moment, and that’s what Moore has provided. His appeal spans generations, and he’s managed to inspire a following more commonly associated with Instagram influencers. He has inspired artistic tributes, from children sending homemade birthday cards to his local post office to street artists creating large scale murals and artists auctioning his portrait for charity.

Moore has inspired others to take the fundraising torch and courageously move past their limitations. Here are just a few remarkable individuals that Moore has personally inspired:

Moore’s birthday today has been marked by a flypast of a Spitfire and Hurricane from the RAF. The Royal Mail are also stamping all letters with a special message: “Happy 100th Birthday Captain Thomas Moore NHS fundraising hero 30th April 2020.” Downing Street has also suggested it will recognise his “heroic efforts” with an honour.

It certainly sounds like our Colonel Tom is well on his way to becoming a National Treasure.


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Why we need writing, now more than ever.

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I started writing this post “BC” (Before Coronavirus), with the intent of exploring how writing can influence our personal brands. It has since taken on a different shape and significance.

I’ve found journaling to be an invaluable tool during these exceptional times, particularly in processing the changes that are rapidly unfolding around us, and reflecting on my own learnings from these challenges. In addition to specifically exploring writing as a tool during this unique chapter in our lives, I’ve added an additional exercise at the end: the “Isolation Journal”.  If ever there was a time to chronicle our daily experiences, it’s surely now.


Journaling is a vastly under-rated practice. Absolutely free, it can be done almost anywhere. It’s been one of my top tools as a psychologist and personal brand consultant over the years.  I started doing my own morning journaling after it was assigned as a task during a writing course. It is a practice that was made popular after Julia Cameron included it in her book The Artist’s Way, where she called it the Morning Pages. According to Cameron, it is an activity that can help with artist’s or writer’s block, but journaling has also been prescribed by therapists and coaches for many years.

Benefits of journaling …why we need it now.

It’s cathartic
Of course, this is the main way writing serves as a therapeutic tool. Sometimes people aren’t around to help us talk through an issue, and sometimes we face problems we don’t even like to admit to people. Writing gives us the ability to create a private space for these thoughts, and having the space to write about them and perhaps analyse them from a different angle can give us some clarity. Frustrations related to working at home, worry about vulnerable friends or family still going to the shops, or even concern regarding the larger situation may be things you wish to keep private, but they are still there all the same. Think of writing as venting or even “sweating out” your worries or concerns. By getting them on paper, it can help us process these thoughts or feelings and “stare them down”. In this way, these issues are less likely to manifest as obstacles down the line.

It helps problem-solve
Building on the above, sometimes the very act of writing something down can help us see a way through. Some find it helpful to write the pros and cons of a situation, or list out potential solutions to navigating an obstacle or difficult situation. It can also helpful  to “map out” what personal attributes you’d like to exude in the face of the problem. Who would you like to be in this situation that is true to your authentic personal brand?  What values can serve as a compass in the situation, and what strengths can you draw from?

It’s grounding
The ritual of writing can be very grounding, relaxing and comforting, particularly during times of uncertainty. It can also become a habit that is incorporated into a routine or even help to bookend your schedule. Make it into a ritual that you really love – perhaps journal with your favourite mug and a really good coffee, or buy yourself some beautiful notebooks. You could do it in bed in the morning, luxuriating a little longer before hitting the day, or unwinding before you go to sleep. It really is an activity that you can tailor to suit you, and one that can stay with you throughout your life, perhaps helping you chart how your own personal brand changes with your age and experiences.

It’s revealing
It takes a little time, but as you write daily you may notice themes, patterns, habits, and values emerging in your writing. It could be that your thoughts continuously turn to a certain situation or person, or that you notice that you are harbouring resentments but never able to say them out loud. This type of noticing also gives us insight into our own habits and patterns, for example if we are drinking more than we’d like or spending too much time on social media. Certain values might also emerge; the things are important to us – like fairness or creativity – might be important sides to our personal brand. Even if you don’t go back and read your journal you can often pick these themes up by noticing “oh I’m writing about that again.”

“Morning pages map our own interior.
Without them our creative dreams may remain terra incognita.”

Julia Cameron

It fosters creativity
In The Artist’s Way, Julia Cameron cites many stories of people who have changed their lives by writing the Morning Pages, such as a man who took up the guitar after years of not playing.

Even if you’ve never thought of yourself as creative, you may notice that a little creativity starts trickling in. You might start off by writing about mundane things like downloading all the bits and pieces you are going to do that week, but end up writing a little narrative, or a silly poem about the bloke you fancy. Just roll with it and have some fun.

Of course, if you are being deliberately creative, like writing a book, journaling activities like the Morning Pages can be a great way to “warm up” your creative muscle, and even create content without even trying.  As I prefer to write in Word, I sometimes cut and paste anything I think has merit and relevance into my book document. And presto, I may have written another couple of hundred words I could use in my manuscript before the day has really begun (this is more of a by-product than an intention!).

Journaling How To’s:

Next, let’s take a look at how to start journaling. There are no hard and fast rules, apart from following what feels right for you.

As mentioned, I personally prefer journaling in a Word document, however others prefer a notebook or plain paper, with pens, pencils, fell pens, etc. Julia Cameron’s suggestion is that the Morning Pages be written by hand as she believes the very physical act of the hand on the page helps unleash creativity. Others might prefer using journaling Apps, of which there are a number:  Momento, Daylio, Grid Diary, Moodnotes, Penzu and Five Minute Journal, and even one called Morning Pages!

You can save it (and read at a later date if you desire), or you can just do it and chuck it away.

You can journal in the morning, like me, which gives you space to contemplate the day, process events the day before, or even process dreams. I find it helpful to avoid news, email or social media before writing. I write off the top of my head, downloading any brain chatter in more of a “stream of consciousness” approach.

You can just as easily journal in the evening, as a reflection on your day, or midday when you have some fee time during  your lunch break.

Some like to start writing for a set amount of time, words, or pages, and don’t stop until they reach their goal.  This is a helpful guideline, but not a hard and fast rule.

Lastly, it doesn’t matter if you write utter garbage, as this is meant for your eyes only — and it’s the process that’s valuable, not necessarily the output. Don’t worry about spelling mistakes, formatting or grammar if you don’t want to. You can do what you like, perhaps even doodling in your notebook, adding illustrations or a mind-map if you like.

Writing Exercises

Exercise 1: Trying on the Morning Pages

Write as close to waking up as you can manage, preferably before you engage with the outside world through news, emails, or social media. Decide beforehand how and where you are going to do your writing and what your measure or target is going to be, if you have one. Scribble down (or type out) whatever comes to your mind, even if you think it’s just dribble. Do not go back and re-read or edit your work.

If needed, some writing prompts might include:

  • What can you observe around you in the present moment?
  • What are you feeling and/or thinking?
  • What are you worried about?
  • What did you dream last night?
  • What are you grateful for?
  • What did you do yesterday?
  • What are you planning to do today?
  • What are you looking forward to?

Commit to doing it for at least a week. You may be surprised by the results!

Again, this is just for you.

Exercise 2: Keep an “Isolation Journal”

The aim of this diary is to chronicle your unique experience during a very unique time in our lives.

You may wish to write about the challenges each day brings, the rules or parameters by which you now must live, or perhaps your feelings about the wider situation. You may find yourself choosing not to focus on the wider pandemic and instead gravitating towards a more intimate account,  just chronicling how Covid-19 is specifically affecting your life and those around you.

Resist a rigid structure or rules for writing. Allow yourself to experiment and be playful with your writing.

Some writing prompts if needed:

  • What’s happening to you?
  • How are you feeling in this moment?
  • What has been taken away?
  • What has been gained or discovered?
  • What are you grateful for? *
  • What are your larger fears
  • What are your daily worries?
  • What are your hopes for the future?
  • What do you miss about life “BC” (Before Coronavirus)?
  • What are you discovering about yourself?
  • Who would you like to be coming out of this?

*Another tool to consider is a gratitude list. Each day, list out all the things you are grateful for.

There’s no pressure to keep up this diary, the aim is to try to keep at it while isolating. If it carries on, great.

Whatever shape your writing takes at the moment, you might find that it not only becomes a great coping tool, for the present, but also a real gift to yourself for the future.

So keep calm and write on everyone!


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The “Inspiration of the Month” goes to…

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In lieu of my regular “Brand of the Month”, I’ve decided to feature inspirational individuals who have gone above and beyond to help others during these unprecedented times.
My first “Inspiration of the Month” goes to

Joe Wicks 

Here’s why…
By now, you’ve probably heard about Wicks, also known as The Body Coach,  and his online fitness sessions. To help kids stay active during the UK lockdown, Wicks is currently hosting live fitness classes for children on his YouTube channel. In the first two days of offering his programme, Wicks’ YouTube channel, The Body Coach TV, had more than five million viewers.


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Words can’t express how happy and proud I have felt every day this week as the nations P.E. teacher. I’ve been overwhelmed with the response and the support it’s had from everyone. ❤️ As a result of so many people viewing the #PEWithJoe workouts on YouTube the advertising revenue generated has been unlike anything I’ve seen or experienced on my channel before. So I’ve decided that as long as I’m the nations P.E. teacher, every single penny of the money generated on these videos is going to the place where we need it the most right now. All of it is going straight to the NHS, to support the real heroes right now. Thank you for watching, joining in and sharing… I’m loving being your P.E. Teacher and now you can watch again, knowing you’re not only staying fit, you’re also helping raise money for the NHS. See you Monday at 9am 😃

A post shared by Joe Wicks (@thebodycoach) on


“It’s about giving people that 30 minutes in the morning to get up off the sofa, move your body and get your heart pumping.” He went on to say that “this isn’t about getting people lean, it’s about saying, ‘Do this today to feel good’. Then, when your kids sit down to do some academic work, they’re energised and mentally prepared for a lesson at home.”

Wicks shared that his channel had seen advertising revenue “unlike anything I’ve seen or experienced on my channel before”. He is therefore donating “every single penny” of money made by his online sessions during the coronavirus pandemic to the NHS:

“So I’ve decided that as long as I’m the nations P.E. teacher, every single penny of the money generated on these videos is going to the place where we need it the most right now. All of it is going straight to the NHS, to support the real heroes right now.”

Before finding fame on YouTube, Wicks originally trained to be a PE teacher at St Mary’s University. He has now become the (virtual) PE teacher for the entire UK during a time when staying activity and healthy couldn’t be more important.

We at Golden Notebook salute you, Joe.  THANK YOU!


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From Survive to Thrive: A Toolkit for Getting Through Covid-19 , Part I

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Dear Reader,

We at Golden Notebook have decided to do what we can, and have created a quick and dirty toolkit to help us deal with the changes that are occurring almost hourly. This part of the toolkit will look at the very real issues that are affecting us right now: Coronavirus anxiety, dealing with change, isolation, and other practical problems. In addition to general tools to manage these challenges, we also offer insights and tools specific to your personality type. 

We hope this toolkit will not only help you as an individual, but also allow you to better understand why and how others might be coping around you, and provide some insight into how we can help each other.


Download the toolkit for free here:



Be safe out there everyone!


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One man’s journey to discovering his authentic personal brand

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This month’s guest post is a story of inspiration. It’s a story that encourages us to step back and look at where our compass is truly pointed. Following it takes courage, but you may just find this journey realigns your brand, providing it with direction, purpose, passion, vision, and values direction.

Our guest blogger, David Harden, started travelling aged sixteen when he hitch-hiked to Greece from London during a school summer holiday. After leaving school he set out from the UK to travel overland to Australia, but only made it as far as Afghanistan.

Returning home he went studied Management and Engineering before carving out a career in the car industry.

(But) After spending fifteen years in the corporate world he returned to what drives him forward, namely taking photographs and recording ambient sounds, interviews and narratives which he publishes on his personal blog –

Here’s his inspirational story.

It was not a straightforward journey nor a particularly quick one. However, after about a year I can say I got there.

But let’s start at the beginning. The very beginning. I’ve always thought I had a creative streak in me. As a young boy you are not aware nor inhibited by the labels adults like to define you and each other by. To me, being creative was just ‘doing stuff’.

I got my first reel-to-reel tape recorder when I was seven-years-old and an old box brownie camera the following Christmas. My earlier years consisted of many happy hours with my mates recording dramas that we devised which, on reflection, seem to be solely about battling the forces of evil in one guise or another.

Around the same age I spent hours in the local library fuelling my curiosity for far flung countries and cultures. And from that early age I decided that I was going to travel the world recording people and taking pictures. But then life got in the way. Or to be more precise, the education system got in the way, which in my day, restrained creativity to an hour’s art class a week.

Don’t get me wrong, school was good. I enjoyed learning, so much so that I did not notice how less often I was ‘doing stuff’. Later, I was like most other students at university, intent on maximising social enjoyment whilst minimising academic effort. And before I knew it I had gestated into a corporate worker bee.

Soon enough I met a wonderful women and together we had a couple of children. At the same time my career steadily progressed. I worked as an engineering and commercial development manager for a well-known car brand. I do remember once being told by a boss that I had a ‘creative’ approach to my work. It wasn’t meant as a complement. In the car industry the ‘old ways’ were the only ways.

When the children were growing up we encouraged them to be both creative and expressive. And through that wonderful period in a child’s life when experimenting is all, it slowly dawned on me that I was vicariously being creative through our children.

So I bought a camera, started taking photos and began looking at the world in that slightly different way I had so long before. Still, it began to niggle that the photos I took just languished unseen on SD cards. It felt like I hadn’t quite closed the circle.

The vibrant Kalasha community in Pakistan. Photo by David Harden

In parallel with the children getting older and more independent, my small area of expertise took off and with it my reputation and status within the industry. So I set out on my own as a consultant, quickly becoming very busy as I became known as a ‘creative’ problem solver. I was working full-time, often travelling and generally enjoying the sense of freedom working for yourself gives. But, to me at least, that sense of freedom was illusory inasmuch as I was working just as hard as I had when employed full-time.

Then over a few months the stars began to align. The children had all but left home; the mortgage was paid off and I was just finishing a tough assignment working on a project for a Chinese company. On my last flight back to the UK from China I decided it was time to step back. I would work on fewer, shorter and smaller projects so that I could use the time in between to get back to ‘doing stuff’.

I didn’t know it at the time but that became the first stage in weening myself off work entirely.  Between projects I managed to travel for extended periods through those countries I had read about so long before. I spent weeks making my way across Uzbekistan on one trip. Travelling through Iran on another and further afield to South East Asia on yet another. All the time writing notes, taking pictures and recording sounds.

Eventually, I stopped accepting any projects in order to dedicate my time to work on project ‘doing stuff’.

Kalasha woman in Pakistan. Photo by David Harden

But stepping back was not as easy as I may have made it sound. For me stepping back was not so much about risk (loss of income) but more overcoming conditioning. I don’t know if it’s a ‘man-thing’ but during your working life it is easy to be defined by your job. To give an example. Often when meeting someone new you are asked what do you do for a living. Up until a few months ago, I would always tell people what I used to do rather than what I am actually doing. Which for the past year or so has been travelling (Pakistan, overland through Bulgaria and Turkey), taking pictures, recording sounds, producing podcasts and creating my own personal blog.

But now I’m here. I now allow my mind to wander. I daydream. I stare out of the window and revel in the joy of watching trees swaying gently in the wind and autumn leaves dancing on a cold breeze instead of wishing I was somewhere else.

As I’ve already said, it was not a straightforward journey nor a particularly quick one. At times it felt like I took two steps forward and one back, but to my mind that was still going in the right direction.

Knowing what I know now, would I have done anything different when I was younger? Well, of course, 20:20 hindsight is a wonderful thing. But, to be honest I’m too busy ‘doing stuff’ to worry about it.



To learn more about David Harden, his inspirational work, vibrant photos and to discover his ambient sounds, visit




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