Lana Consult is a bit of an enigma: a self-avowed non-fashionista that engages the world of fashion head-on through her work as a personal branding consultant. However, it is precisely this detached point of view towards fashion overall that allows her to see trends and personal imaging from a broader perspective: as a fashion manipulator that can help her customers to present themselves in the best manner possible. From her past work as a marketing and PR-executive, public speaker and trainer, employee and entrepreneur, she brings a disparate set of skills and unique outlook to both her brand and image consulting. We sat down with her for an interview and to learn the in’s and out’s of her personal branding business.
Have you always been into fashion and style? How did you get into personal branding?
In my childhood I was always more interested in learning about people and cultures, more than the typical little girls idea of a prince charming. I have studied psychology and learned a lot about people. As I grew up and gained confidence, learned more about art and business, I began to develop the leadership skills that are necessary when building your personal unique brand. Five years ago I started developing loyalty programs for high-end boutiques in Russia. This led me on a journey through studies with mentors in the London and Milan fashion schools, which of course eventually led to my own private practice.
How important do you think personal branding is in today’s world?
Well, from the experience of my own customers I can say very important. One of them, for example was a VP level client who was not able to attract the right seminars and clients. She had both style and communication issues. Further as a strong assertive woman, she could come off harsh. I was able to help her round off the hard edges and expose a bit of femininity to her own advantage. This worked tremendously in her favor.
What services do you offer as a personal stylist (or brand coordinator) and as a trainer?
I am here to assist people with the full service of image branding. This begins with basic coaching sessions to determine desired lifestyle and corresponding personal goals, al the way to the eventual implementation of the plans we come up with. My secret weapons are overall style, wardrobe audit, and self-management to continue growth.
Tell us some basics on how different styles flatter different bodies/faces?
A figure-flattering wardrobe is not just an elusive dream; it is very real; the short version is to always emphasize the positive traits you have. For example, a thin wrist can be offset with a refined bracelet; a long neck can be disguised with bright accessories, vivid green eyes or sensual full lips. One trend we currently see here in Kuwait is a total obsession with skinny pants. Unfortunately though, most of the time, a mature body wrapped in such ‘pantyhose’ jeans will never be attractive. Swapping these out for a long, elegant monochrome skirt or dress, or event pants that are straight and flowing are great replacements.
Please tell us about Color Psychology, as it relates to fashion, style, and your business overall?
This is my favorite topic, honestly: I am inspired by the power that color has and its ability to subconsciously affect our perception of others—and of course, how we can use it for our benefit! For example, for business negotiations: I strongly recommend cold-minded blue or gray shades. To add some warmth into the contact and attract people: use vibrant colors like yellow and orange. To calm-down and give a feeling of comfort: dress in beige or green. A woman in red, by contrast, is always a victim of her own passions inside and not a hunter as we used to think. There are so many interesting and very practical inventions you can make. Do not forget about color combinations and visual illusions.
There you have it-fashion advice from a woman in the know. Lana is currently running a contest here in Kuwait. Her BRAND ME-“Winners take it all” contest includes the prizes of a personal illustrated guide to your new brand, a total image book, and other prizes. The competition ends on the 15th of August, so hurry up to submit your application on her website below.