Arts Desk

What Not to Wear‘s Stacy London Tours D.C. Boutiques, Aims to Tap Obama Cool


Stacy London (left) and Cindy McLaughlin. Photo: WWD.

If you rush, and if it's your thing, you can still catch  Stacy London on her shop crawl around town today to promote Style for Hire, her new, just-launched personal styling service. The What Not to Wear co-host started the service with friend and D.C. resident Cindy McLaughlin–the pair intends to open services in New York, Houston, Chicago, and Los Angeles in the future.

Her attitude today was appropriately recessionary. The future of style lies in “the idea of recycling,” London says. “It’s not that no one wants luxury items [but people] don’t know how to budget themselves and still love what they have.”

Style for Hire's philosophy is about maximizing what you have in your closet, London says. It’s not about helping clients buy a new wardrobe, but rather encouraging them to “tweak to their own style,” she says.

Style for Hire currently has 11 D.C.-area stylists—four of whom are apprentices—vetted by London andMc Laughlin. The stylists all trained with the founders.

One reason the reality star says she's setting up shop in the District? Like Real World and Real Housewives, London wants to tap some Obama Cool.

“The Obama Administration has brought in a very different kind of character into D.C.,” London says. “There’s always been a social, environmental, and political environment," she says—now she sees an increased awareness of fashion. London says her dream client would be Michelle Obama. She admires the first lady's attitude, not to mention her mixing of J. Crew with designer pieces. She'd make a few adjustments, though. "I’m just not happy with the accessories,” London says.

Stacy London speaking at Puro Cafe breakfast.

Stacy London speaking at Puro Cafe breakfast. (Photo: Kim Chi Ha)

Style for Hire’s goal, ultimately, is to help clients find a style that fits their life. When McLaughlin tried to return to the workforce after having children, she found herself at a loss: What do you wear after being a stay at home mom for so long? She ultimately turned to London for help.

“I recommend a woman stand in front of a mirror for a really long time,” London says. Everyone has flaws, “but you have to accept that. That’s your clay, your raw material.”

So how much does a move toward self-acceptance cost? Hourly sessions run from $105 to $250 per hour, while apprentices range from $65 to $75 per hour.

Today, London is inviting the masses to bring her an orphan garment that needs an outfit. She and her staff will then offer some styling advice. Here's the rest of today's schedule:

3:00 ­– 3:45 p.m. Urban Chic, Bethesda

3:45 – 4:00 p.m. Sassanova, Bethesda

4:00 – 4:15 p.m. National Jean Co, Bethesda

4:30 ­– 4:45 p.m. Denim Bar, Bethesda

4:45 ­– 5:00 p.m. Daisy Too/Zelaya Shoes, Bethesda

Blog Widget by LinkWithin