The personal shopper has always been a discreet but influential figure in the fashion world. Their mission is to help clients understand and express their visual identity, offering guidance that blends aesthetic expertise with deep awareness of body shape, lifestyle and personal goals. What began centuries ago as a privilege reserved for the powerful has evolved into a widespread profession transformed by culture, media and technology.
Royal courts and the birth of delegated taste
The idea of seeking expert help to craft one’s image is far from new. In the eighteenth century, European courts used clothing as a marker of status and influence. Marie-Antoinette embodied this dynamic vividly. Her elaborate wardrobe, often criticised for being provocative, was part of a deliberate political strategy. Her collaboration with Rose Bertin, her trusted milliner, prefigured the modern personal stylist. Bertin understood the queen’s aspirations and translated them into a defined visual language, building one of history’s earliest examples of “delegated taste.” By the nineteenth century, elites in London and Paris were already relying on specialised assistants to curate their garments and accessories.
Hollywood and the rise of cinematic style
The early twentieth century marked a cultural shift. The rise of fashion magazines such as Vogue and Harper’s Bazaar, driven by visionary editors including Diana Vreeland and Carmel Snow, established the idea of fashion as a tool for self-reinvention. At the same time, Hollywood was producing global ideals of beauty through stars like Audrey Hepburn and Marlene Dietrich. Behind their images were stylists such as Edith Head, whose work shaped cinematic aesthetics and elevated styling into a recognised profession. These stylists created the foundations of image-making that future personal shoppers would build upon.
Professionalisation and scientific styling
The 1970s introduced a more analytical view of clothing. John T. Molloy’s bestselling book Dress for Success presented dressing as a science, linking specific visual codes to professional credibility and advancement. His approach laid the groundwork for image consulting as a structured discipline and reinforced the idea that personal style could be strategically crafted.
The 1980s embraced bold aesthetics and growing individualism. Creatives like Ray Petri disrupted traditional rules and blended street style with editorial fashion. Personal shoppers began offering exclusive services to celebrities and business leaders in cities like New York, London and Milan. Luxury department stores quickly integrated personal shopping as part of the VIP experience, solidifying the role within mainstream fashion culture.
Media exposure and public fascination
In the 1990s and 2000s, personal shoppers moved into the spotlight thanks to television. Shows like What Not to Wear, hosted by Stacy London and Clinton Kelly, argued that personal style could be learned and refined. Stylists such as Rachel Zoe became household names through reality TV, revealing the behind-the-scenes work of transforming clients’ wardrobes.
Fashion editors like Nina García contributed to the profession’s credibility by publishing accessible books that blended practical advice with the psychology of image. The personal shopper’s role shifted from exclusive consultant to cultural educator.
Digital tools and the new era of personalised styling
With the arrival of the digital age, the profession expanded again. Online personal shopping services began using algorithms, questionnaires and remote styling systems that allowed people to receive curated clothing selections from home. Social media platforms opened opportunities for stylists to build independent brands, connecting directly with communities without relying on traditional media gatekeepers.
Today, influencers often overlap with personal shoppers, using their platforms to inspire, teach and guide audiences. Concepts such as capsule wardrobes, sustainability and mindful consumption have reshaped the profession into one that blends aesthetics with well-being.
A democratised and growing profession
Thanks to digital platforms, personal styling has become more accessible than at any other point in history. Companies like Lookiero, Outfittery and Clic and Fit—alongside department store services at Le Bon Marché, Printemps and Galeries Lafayette—are expanding the market and reshaping expectations. What was once an elite privilege has become an attainable service helping people articulate identity, confidence and lifestyle through clothing.
