Style counsel (From Bradford Telegraph and Argus)

Sally Clifford chats to the West Yorkshire image consultant who is helping men to get ahead in the style stakes

12:27pm Monday 13th February 2012 in Fashion

Most men struggle when it comes to style.

The fact fashion comes round again gives many men the excuse to hang on to the same outfits, often for years; some cannot bear to fork out for fashion and some simply don’t see the point.

Wives or partners are usually the ones to give them the wake up call to overhaul their image while some are classed as a lost cause.

But a person’s image can leave a lasting impression and in times of redundancy and recession many men are realising how style could give them the edge when competing for jobs in a depleting employment market.

During his days studying for his business management degree at York University, Daniel Johnson wasn’t into style. He didn’t concentrate too much on his appearance either, until he broke up with his first girlfriend.

“I thought I’d have to do something about the way I had been looking, and taking care of myself came into it,” says Daniel.

Working in high street shops during his student days gave Daniel the knowledge he needed to overhaul his look and he is now using the expertise he has perfected through training and reading fashion magazines to help men get ahead in the style stakes as a professional image and style consultant.

Six months ago, and with the help of funding from Yorkshire Forward, the Prince’s Trust and support from York University, Daniel launched his online style advisory website, therulesofstyle.com, offering men a bespoke service to help them overhaul their image whether to change their lifestyle, find a wife or a new profession.

The online service offers clients a 40-page personal style guide compiled from the information and photographs Daniel receives from the client.

Within the guide they will learn everything from necklines to suit their face shape and neck length to clothing which fits their body shape. Daniel also deals with specific problems and offers tricks and tips to help his clients stand out from the crowd.

Alongside that the 24-year-old who spends his time between his home in Halifax, where he grew up, Birmingham, London, Manchester and Paris, runs a one-to-one personal shopping consultancy which he launched after successfully practising his skills on pals.

“I always worked on word of mouth but I wanted a wider audience and launched the website,” explains Daniel.

Ironically, Daniel has had many inquiries from America where, he explains, image consultancy began in the mid-80s.

“People are prepared to travel. It really has got a wide reach,” he says.

Daniel also offers a make-over for men which involves him spending two days with the client, finding out what colours and styles suit them and getting their hair re-styled. “I also get photographs before and after so they see the change,” says Daniel.

Overhauling the client’s wardrobe can be part of the service too. “I tell them what suits them and what doesn’t and take them shopping.”

Most men balk at wandering round the shops but for Daniel it’s his dream job - and that of many women too!

“It is a great job and I do get a lot of women saying ‘I could do that’ but can they do it properly?!” he laughs.

Designing bespoke uniforms for bars, hotels and restaurants is another element of his enterprise.

Conscious of the employment climate, Daniel is also keen to work on interview coaching within the public sector. For him, first impressions count. “It is the first impression and you only get one so you have to make a really strong impression and as much as people say they are not judgmental people do really judge people they instantly see them,” says Daniel.

He says its a fallacy men are only well dressed in a suit and tie. Daniel’s style encapsulates casual and smart such as jeans teamed with a smart blazer, pocket squares and ties.

When it comes to celebrity style Daniel is a great fan of music producer Mark Ronson and he also takes some of his influence from the likes of Hollywood legend Cary Grant. “The famous quote he gave was ‘even I want to be Cary Grant’ because he was so stylish,” says Daniel.

There is a perception that fashion is expensive but certain high street stores have made it more affordable. Whether his clients have limited or unlimited budgets Daniel can make them look the part and that, he says, is his greatest satisfaction. “The fact I am helping someone every day and get to where they want to be,” he says.

No doubt, he’s helping to save relationships too!? “Women push their husbands towards me all the time saying ‘can you do something with him or can you not work miracles!”

Daniel says for some men it can be a ‘break the mould moment’ where they may have been stuck in a rut when it comes to style and suddenly they see how good they can look. “It’s pushing boundaries,” says Daniel.

And, according to Daniel, it’s also a worthwhile investment.