You were taught not to trust your style.

Working in fashion retail, one word I heard over and over again was 'flattering'. Flattering is used constantly on the sales floor by staff and customers. It is also used in product descriptions and sales copy everywhere.

Flattering, it seems, is the holy grail of style. I have definitely bought clothes and also sold clothes to women purely on the basis of flattering.

I remember 12 years ago being in the changeroom of a beautiful store when the young sales woman came in and said 'Your body looks rockin' in that'. It did. I liked that it did, so I bought the dress. I never wore it.

So what does all this talk of flattering mean? Who or what are we so intent on flattering when it comes to our style?

When we describe something as flattering, we are saying that it shows off our body in a way that conforms to beauty standards.

We innately know that 'flattering' means highlighting the 'good' parts and concealing the 'flaws'.

But who gets to decide what is a good part and what is a flaw? Who gets to decide which body shapes are acceptable and which ones need managing?

No one. But you've been conditioned to believe otherwise.

Beauty standards are made up. They are not facts, they are not universal truths.

They are an invisible set of rules made up by culture.

You can decide to break them.

Break them like an artist.

Great art movements arise when visionary artists reject the established rules and traditions that keep them bound, in order to create new perspectives and possibilities. To evolve, to discover new visual territory, to push the boundaries and challenge the status quo.

They don't do this by ignoring the rules. They do this by understanding the rules so completely that they know exactly when and how to break them with intention.

An artist understands colour, shape, composition and form before they decide to subvert any of them. Their rule breaking isn't random. It's informed, it's intentional, it's authoritative.

And so is your style.

When you understand your colours, you stop asking whether something suits you. When you understand silhouettes, you stop dressing to flatter an invisible standard. When you understand your aesthetic, you stop looking outside yourself for proof that you belong.

That knowledge is the foundation of self trust.

And self trust is what transforms getting dressed from a daily battle into a creative act.

You are not a customer, you are the creative director of your own style.

You are the artist. You are the visionary.

This week I want you to start an art movement in your own wardrobe. When you get dressed ask yourself:

What would happen if I wore something that isn't 'flattering' but feels powerful?

You don't need to have the answer straight away, just sit with the question.

A customer asks 'Is this flattering?'

A creative director asks 'What new perspective can I explore today?'.

The most iconic women in style history knew the rules and broke them with intention. Frida Kahlo, Katherine Hepburn, Coco Chanel, Grace Jones. They directed their own vision, and you can too.

Not when you've fixed something.

Not when you've lost weight.

Not when you finally feel confident enough.

NOW.

With the body you have.

With the age you are.

With the life you are living.

Your art movement is waiting.

Julie x