Do work clothes still matter?
In this episode, we are joined by Julietta Dexter, Founder of The Communication Store (a brand and communications partner to fashion, wellness, beauty and lifestyle) and Chair of Smart Works, the charity helping unemployed women access the coaching, clothing and confidence they need to secure employment.
The question at the heart of the episode is simple, but surprisingly loaded:
Do work clothes still matter?
Julietta’s answer: yes, yes, and yes — not because we need to “dress for the rules,” but because what we wear still shapes confidence, identity, comfort and belonging at work. And in a world where work is becoming more flexible, more fractional, and more uncertain, how we show up is becoming more personal and more powerful.
Clothes, confidence, and first impressions
Julietta makes the case that first impressions still count (whether we like it or not) and that clothing can be a practical tool for confidence. Not “dress for other people,” but dress for yourself: what helps you walk into a room feeling steady, capable, and like you belong there.
We talk about the small details that change how you hold yourself (like a sharp shoulder, a blazer, or a signature accessory) and why “confidence dressing” is less about status and more about agency.
“Dress for your day” and the identity of teams
Dan reflects on how different functions inside the same organisation carry different “uniforms” (marketing vs business development, for example), and how quickly workplace style becomes a form of identity (and sometimes pressure).
We also unpack the tension between:
fitting in (especially early career)
and showing up as yourself (especially as your confidence grows)
Appropriate: practical, cultural, and political
Alice pushes into the tricky territory: what does “appropriate” even mean, especially for women…and who decides?
Julietta’s take is grounded and real-world:
consider the job you need to do (function matters)
consider your audience (context matters)
and remember clothing communicates values the same way body language does
The goal isn’t to police people. It’s to help you make choices that support what you’re trying to achieve.
Smart Works: the “magic moment” that changes everything
Julietta walks us through what Smart Works actually does, and why it works.
Smart Works supports women referred to the charity who have a job interview. They receive:
a full outfit for interview, chosen with trained volunteers
bespoke interview coaching to help them perform at their best
Julietta describes the “Smart Works magic moment”: when a client comes out of the changing room and you can physically see the shift — shoulders back, head lifted, that look of “Is this me?”
Last year Smart Works supported 10,000 women, and 67% secured the job shortly after their appointment.
If they get the role, they return for a second dressing: five more pieces to create a basic capsule wardrobe to carry them through until their first paycheque.
We also talk about where the clothes come from (retailers, designers, individuals), and how Smart Works raises funds through pop-up sales around the UK, including standout events like Somerset House.
Work, age, fear - and why confidence is under pressure
The conversation widens into the job market: insecurity, AI, and the reality that many people now feel they need multiple income streams.
Julietta challenges age discrimination head-on and shares why Smart Works sees clients across a huge age range — and why women, in particular, experience career judgement at every stage (too young, might have a baby, time out, menopause, “scrap heap”…).
Dan’s reaction is pure WIWN: furious and honest, and it lands on a deeper truth: when work feels unstable, confidence gets hit first.
Capsule wardrobe advice (with a brilliant twist)
When Alice asks for practical guidance, Julietta’s first “essential” isn’t a blazer.
It’s a proper vest.
Because if you’re cold, you can’t perform. If you’re worried about heating, confidence and concentration take a hit. From there: a small set of durable basics (trousers/jeans, a good shirt, knitwear) plus a pop of colour or signature accessory — especially important in a world of camera-first work where we’re often seen from the chest up.
A final thread: sisterhood and confidence transfer
One of the most memorable moments is Dan sharing a story from her early career: a senior woman quietly handing over her bold lipstick before a high-stakes meeting. I was a tiny gesture that became a lifelong confidence anchor.
It perfectly mirrors what Smart Works does at scale: practical support, emotional uplift, and the belief that you can do this.
Want to support Smart Works?
Julietta shares three easy ways:
Volunteer (styling/dressing or coaching roles; women volunteers in dressing roles due to the nature of fittings)
Donate high-quality clothes — especially handbags
Shop their sales/pop-ups around the country
You can find all routes via the Smart Works website and Instagram.
This episode is for anyone returning to the office, navigating confidence, building a portfolio career, or wondering how to “show up” in a world where the old rules have changed. Clothes still matter…but maybe not in the way we were taught.
