What is Image Consulting?

Suzaan Sylliaasen
Aug 8
3 min read

It’s the question I get asked the most: “What exactly does an image consultant do?”

To answer that, we need to first understand what image really means.

What is image?

Image is all about perception. It’s the impression people form when they first see you, based on your appearance, behavior, and communication. While it’s not a full reflection of who you are, it’s a powerful introduction to the world.

There are three key perceptions at play:

How you see yourself
How you present yourself
How others perceive you

Image consulting helps align all three in a way that feels authentic, confident, and intentional.

Why does image matter?

You can’t always control what people think, but you can influence their perception. The clothes you wear, your tone of voice, and your posture, these details send a message before you say a word.

For example, wearing a well-fitted blazer won’t magically make you successful, but it can suggest you know where you’re going and deserve to be taken seriously. It’s about amplifying your confidence, not masking your identity.

So, what does an image consultant actually do?

An image consultant helps you refine the way you show up in the world. This includes:

Personal styling
Wardrobe consultations
Color analysis
Shopping assistance
Hair and makeup recommendations
Communication coaching
Etiquette training
Body language improvement
Executive presence coaching

While some consultants focus only on outward appearance, I believe real transformation comes from the inside out. That means addressing mindset, self-worth, and the deeper emotional ties we have to our style and self-image.

Sometimes, that means gently challenging limiting beliefs. Sometimes, it means helping a client see herself — truly see herself — with fresh eyes. That’s where the magic happens.

*You can’t always control what people think, but you can influence their perception. The clothes you wear, your tone of voice, your posture — these details send a message before you say a word.*

A short history of image consulting

The modern image consulting industry took off in 1975 when John T. Molloy published Dress for Success. His research on power dressing sparked a global interest in using image as a strategic tool.

In the 80s and 90s, image consulting was mostly reserved for celebrities or high-level professionals prepping for special events. But in 1990, the Association of Image Consultants International (AICI) was founded, and the industry evolved.

Today, image consulting is accessible to anyone, regardless of age, status, or profession. Whether you're building a personal brand, stepping into a new season of life, or simply want to feel more aligned with how you present yourself, image consulting meets you where you are.

Why image consulting matters

Because it’s not just about the clothes.

When a client invites me into their image journey, it’s often a deeply personal, vulnerable space. Maybe they’ve lost confidence after a major life change. Maybe they’ve never felt “stylish” and don’t know where to start.

Whatever the story, image consulting gives them permission to evolve — and offers tools to do it with grace. Through style, color, behavior, and mindset, we uncover the version of themselves that’s been waiting to shine.

It’s healing. It’s affirming. It’s transformative.

Who can benefit from image consulting?

Everyone. Truly.

Whether you're:

A business owner wanting to align your team's image with your brand
A young professional preparing for job interviews
A stay-at-home mom rediscovering her style after a season of giving
A creative entrepreneur building a visual identity
Or simply ready to step into the next version of you

Image consulting meets you at that crossroads and helps guide you through it — with support, expertise, and a tailored plan.

Final thoughts

Image consulting isn’t about “fixing” someone. It’s about helping them feel seen, confident, and empowered to express who they really are — inside and out.

Whether it’s through a color that lights up your face, a silhouette that makes you stand taller, or a mindset shift that changes everything, the goal is always the same: To help you show up as the best version of yourself.