What to Wear for Your Personal Branding Photoshoot: A Strategic Style Guide for Women in Business
If you’ve found yourself staring blankly into your wardrobe wondering what on earth to wear for your personal branding shoot, you’re not alone. Most of my clients arrive with armloads full of clothes and a look that says “please help me.” And help you, I will—because what you wear matters. But maybe not in the way you think.
This isn’t about being “on trend” or squeezing into the most Instagrammable dress you own. This is about showing up as the most confident, polished version of YOU—and choosing outfits that tell your brand story, flatter your figure, and photograph like a dream.
In this post, I’ll guide you through everything you need to know to feel camera-ready, and genuinely excited about your photoshoot wardrobe. You’ll walk away with a clear idea of what works, what doesn’t, and how to plan four strategic looks that capture the full spectrum of your brand personality.
Let’s get into it.
Why your outfit matters more than you think
Before someone reads a word of your website or hears your elevator pitch, they’ve already made a judgement based on how you show up. No pressure, right?
But here’s the good news: the right outfit can instantly boost your confidence, communicate credibility, and help your dream clients see themselves working with you. It’s not about being “perfect.” It’s about being intentional.
The Four Strategic Looks you should pack for your brand photo shoot
Let’s start with a wardrobe framework that works for almost every business owner. I recommend bringing four distinct “key looks” to your session, each designed to reflect a different facet of your brand.
1. Your Everyday Work Look
This is your go-to look when you’re working with clients. This might be a sleek blouse and trousers, or a smart-casual dress layered with a blazer. Aim for something you’d actually wear to a client meeting—not what you think you should wear.
Visual Tip: We’ll photograph this look in a realistic work setting—your desk, laptop, coffee in hand, headphones nearby, so that these images feel authentic and approachable.
2. The Elevated Expert Look
Think of this as your power outfit. You might wear it for speaking gigs, networking events, or filming a course. It should feel a little more polished—think a blazer, structured dress, or chic monochrome (tone-on-tone) set. Bonus points if it echoes your brand palette.
Visual Tip: We could photograph this with a clean background, confident poses, and direct eye contact to reinforce your authority.
3. The Personal/Behind-the-Scenes Look
Let’s peel back the curtain. What do you wear when you're brainstorming, packing orders, or doing your creative thing? This outfit should show a more relaxed side of you while still being on-brand.
Examples: a beautiful knit with jeans, a linen two-piece, or even cool-girl workout gear if movement is core to your brand.
Visual Tip: Let’s use props that connect to your process in these shots—your planner, tools of the trade, a cuppa, or your pet!
4. The Lifestyle or Personality-Pop Look
This one’s for the “About Me” page, your playful reels, or the welcome email. It’s your fun look—a bit of colour, maybe a bold accessory, or something else that just feels unapologetically you.
Visual Tip: We could shoot this in a space you love (a favourite cafe, studio, or your garden), and lean into movement to make it feel authentic.
What to Wear (and What to Avoid)
Now let’s break down some practical wardrobe wisdom. These aren’t just tips—they’re the tricks I use with every one of my branding clients.
✔️ DO: Choose Flattering Fits
Avoid anything overly tight or too loose (I know, let me vague that up a bit more for you…).
To clarify, clothes that skim your body tend to photograph best. Oversized outfits can make you look boxy, shapeless and bigger than you actually are. Meanwhile skin-tight ones highlight every line.
Try everything on well before shoot day—including the underwear you plan to wear. This will leave you with time to shop to fill gaps.
✖️ DON’T: Wear Distracting Prints
Busy florals, pinstripes, and ribbed fabrics can create a visual distortion on camera (called moiré). If your shirt is fighting for attention, your face loses the battle.
Stick to solid colours and subtle textures that enhance rather than compete.
✔️ DO: Think in Layers
Knits, blazers, scarves, and jackets add dimension and variety to your gallery. Plus, layering gives you options without needing a full outfit change.
Bonus: they help you feel more “put together” and give your hands something to do.
✖️ DON’T: Rely on Logos or Graphics
Unless your business is a T-shirt brand, avoid clothes with slogans, words, or large logos. They pull focus from your face and age your images faster than you can say “rebrand.”
✔️ DO: Consider Your Colour Palette
Your outfit should complement your branding, not clash with it. If your website is filled with soft neutrals, now’s not the time for a neon green top. And while we’re on the subject of neons, just avoid them altogether—they create an annoying colour cast on your skin that is hard to edit so may impact the size of your gallery.
Pro tip: Think about the colours people always compliment you on—those are your photogenic superstars.
✖️ DON’T: Go Full Black (unless you’re bringing a lint roller)
Black can be slimming and chic, but it also shows every speck of lint and can look harsh in natural light. If you’re very fair-skinned, try charcoal, chocolate or navy as an alternative. If you know you look great in a black-on-black look then think about how to add dimension with simple, chic accessories.
Tailor your outfits to your industry
Here’s the part most generic “what to wear” guides miss: context matters.
What feels authentic on a professional-services consultant is going to look wildly out of place on a yoga instructor.
If you’re a Wellness or Lifestyle Coach
Lean into soft, natural fabrics—linen, cotton, floaty silks. Earth tones and relaxed fits reflect the calm and grounded vibe your clients seek.
If you’re in a Creative Field
You’ve got a bit more creative freedom! Embrace textures, structure, artistic silhouettes, or pops of colour that reflect your personal style and creative energy.
If you’re in a more formal industry (Law, Finance, Planning, Medicine)
Opt for clean lines, tailored blazers, polished accessories, and structure. These visuals help instill confidence and authority.
If You Straddle Multiple Worlds
Choose outfits that align with different client interactions—perhaps one for “boardroom me,” one for “creative director me,” and one for “coffee chat me.” You’re multi-faceted. Let’s show it off.
Shoes & Accessories
Jewellery: Keep it simple unless bold accessories are a key part of your signature style. The goal is to frame your face, not distract from it.
Shoes: We may not see them often, but don’t ignore them. Statement shoes? Fab for a feature shot. Otherwise, keep them clean, comfy, and context-appropriate.
Glasses: Bring a non-reflective pair if possible. Lenses can pick up a lot of glare which will impact the poses you use, and potentially the size of your gallery. Alternatively, consider going without glasses for some shots.
What’s Trending (that you won’t regret later)
We’re not here for fast fashion fads, but here are some timeless-meets-current trends worth noting:
Monochrome tones (especially in neutrals or warm earth hues)
Tailored trousers and wide-leg pants
Soft knits paired with structured pieces
Statement sleeves and minimal accessories
Layered gold jewellery for subtle elegance
Keep trends subtle. You want your images to feel fresh and timeless.
Final tips for a wardrobe that works on shoot day
Steam and prep everything the night before—wrinkles show up way more than you think.
Use a garment bag to keep pieces fresh and crease-free in transit.
Plan outfits head-to-toe, including undergarments and accessories (put your belt on the hanger with the pants).
Pack a little more than you think you’ll need—we can always narrow it down together.
Bring one bold piece you’re not 100% sure about. Sometimes that’s the shot that surprises you!
TL;DR: Your Wardrobe = Your Brand in Fabric Form
What you wear for your personal branding shoot isn’t about fashion—it’s about communication. It’s about backing up your message with visuals that feel like the most confident, polished version of yourself.
By planning four intentional looks, thinking about fit, colour, and brand alignment (and remembering that it’s totally normal to feel unsure) you’re setting yourself up for images that not only look amazing—but work hard for your business.
Feeling uncertain? Don’t worry—I help my clients style their sessions all the time. You’re not in this alone.
Got a question? Flick me an email. I’ll help you figure it out (and talk you out of that dress you only wore once back in 2014).
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