Getty Images; iStock; Natalie Ammari/BI
Turner Allen tried a few jobs when he first entered the fashion industry.
He worked as a buyer for marketing firms and eventually moved to technology startups, where he occasionally put outfits together for photoshoots.
But when he left to pursue freelance opportunities, he noticed that his old coworkers needed help getting dressed.
"A lot of my former tech colleagues were coming back to me and saying, 'Hey, I'm going to meet my girlfriend's parents for the first time,' or 'I'm going to a wedding. Can you help me with an outfit?'" he recalled to Business Insider.
What began as a small side hustle became a lucrative full-time business for the 31-year-old stylist, now based in New York City.
And it's a service that many men are learning they can't live without.
"A lot of guys just don't have the time [for fashion]. They'd rather spend the cash to have someone spearhead that aspect of their lives," stylist Maiya Simone told BI. "Nowadays, I'm seeing that guys aren't really afraid to ask for help in that department."
Styling has long been considered a tool reserved for celebrities, but it's also become increasingly popular with everyday men.
Both Allen and Simone credited the COVID-19 pandemic with shifting men's perceptions of their styles, giving them a chance to be more free and present themselves in unique ways.
While Turner said most of his clients work in tech, he's also styled writers, actors, surgeons, and finance professionals.
"Most of my clients come to me because they are at some pivotal moment in their lives and feel like they need a new wardrobe to go along with this change they're experiencing," he said, citing new jobs and divorces as common cases.
Those searching for stylists often have the same fashion issues, too.
According to Simone, many men are unsure of their body type, the styles that suit them, and the best places to shop.
"A lot of guys, even those with more affluent careers and lifestyles, are still stuck in that phase of shopping fast fashion, whether it's H&M or Banana Republic," she said.
So as a result, many find their wardrobes filled with temporarily trendy pieces and poor-quality garments.
It's also common for men, Allen said, to find themselves stuck between gym and work styles.
"A lot of men have difficulty when it comes navigating the more ambiguous parts of style, like 'smart casual,'" he said. "…a lot of guys have issues figuring out what is ultimately going to work for them."
And the issue becomes especially prevalent as they age.
"When men enter their 30s, they realize that they're no longer the target market for what's new and cool," Allen added. "They can feel a little lost as to how to navigate this world of fashion that they have sort of been removed from."
That's where styling services come in handy.
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The styling process and the price of styling packages vary across the fashion industry.
Simone, for example, said her main package is a comprehensive service that includes an introductory meeting, a color and body-type assessment, and a "game plan on how to take their style in a new direction." Her starting price is $5,000.
From there, Simone gets to work on shopping to find the perfect pieces for her clients.
"That's one of the perks of having a stylist," she said. "I've built relationships with different stores and boutiques across different cities, so I have really good and broad access to different options."
The process, she said, takes about two weeks, after which she meets again with her clients so they can shop her selections and learn to put pieces together.
"I want clients to think of me as their style bestie," she said. "They can always text or call me if they have questions. I call it extended consultancy."
Allen works differently. He offers a three-step process that starts in the client's closet to find fashion gaps.
He also takes body measurements, provides a color analysis, and creates a "style board" for inspiration.
Step two is all about shopping — Allen purchases some pieces ahead of time, books store appointments with private dressing to attend with clients, and tailors purchased garments.
Finally, Allen creates a lookbook of outfit options for clients and offers them ongoing styling support for four weeks.
He said that, typically, those being styled spend between $5,000 and $7,000 on clothes alone before paying additional fees for optional services he offers, like grooming.
Styling is undoubtedly an investment. Services can be pricey, and the effort is time-consuming.
It's also massively beneficial in more ways than just getting a closet full of new clothes and shiny shoes.
"Having good style can give such positive benefits to your life and accelerate your career," Simone said. "With a stylist, you save yourself so much time. I know guys dread online shopping and going into stores."
"You also learn so much knowledge: where to shop, what makes sense for your lifestyle, what works for your budget, what suits your body type. You're not wasting money anymore," she added.
But maybe most importantly, according to Allen, is the earned confidence of men who employ stylists.
"I want men to gain the confidence to shop on their own and understand how to curate their closets in a way that's intentional as opposed to this continual cycle of trial and error that maybe never really lands on a look that truly speaks to who they are," he said.
"I put clients through this comprehensive experience so that when they leave," Allen continued, "they feel like they have a holistic understanding about how to take style into their own hands."
