For ultra-high-net-worth individuals (UHNWIs), fashion is rarely left to chance. Instead of relying on personal preference or impulse shopping, many turn to elite image consultants who meticulously craft their wardrobes to align with their status, profession, and lifestyle. In this world, clothing is more than self-expression – it’s a strategic asset, a visual shorthand for power, influence, and exclusivity.
These high-end stylists do far more than pick out flattering outfits. They act as personal brand architects, curating entire wardrobes that reflect their clients’ desired image, whether it’s boardroom dominance, effortless off-duty luxury, or red carpet perfection. Their work spans private fittings with couture designers, securing rare runway pieces before they hit the market, and even coordinating looks for vacation wardrobes that seamlessly blend with the setting – because nothing about a billionaire’s appearance is accidental.
For some, the service is about convenience. For others, it’s about mastery – an assurance that every outfit, down to the finest detail, is meticulously chosen to enhance their presence. In an age where perception is currency, these consultants have become indispensable to the world’s wealthiest individuals.
Here’s an inside look at how billionaires are outsourcing their fashion choices to high-end image consultants – and what it takes to be at the top of this exclusive industry.
The Rise of Luxury Personal Styling for HNWIs
Over the past decade, demand for high-end personal styling has soared, particularly among wealthy men who were once hesitant to seek professional fashion guidance. Joseph DeAcetis, Founder and President of POTRO Menswear and Editor at StyleLujo.com, has seen this evolution firsthand.
“Over the years, the demand for personal styling among high-net-worth individuals has significantly increased,” DeAcetis tells BurdaLuxury. “Today, more men recognise the value of professional guidance in curating wardrobes that reflect their personalities and lifestyles.”
These clients aren’t necessarily looking for an entirely new identity, but rather an expert touch to refine their already expensive tastes. “Most often, HNWIs seek refinement rather than a complete overhaul,” DeAcetis explains. “Their style is already established, but they desire a tailored approach to keep their wardrobe current.”
This focus on refinement is especially pronounced in tailoring and accessories. “We see a strong interest in custom tailoring, high-quality accessories, and specialty items like rare watches or limited-edition pieces that elevate their overall look,” he adds.
Private Shopping and the Importance of Exclusivity
Nowhere is the demand for exclusivity more evident than in private shopping experiences, particularly among Asian HNWIs. Jaclyn India, the CEO of luxury concierge service Sienna Charles, has observed key regional differences in how the ultra-rich approach fashion.
“We see a very strong demand for private shopping experiences among our Asian members, often exceeding that of our U.S. members,” she tells BurdaLuxury. “This means a higher frequency of private shopping experiences and more family members partaking in them.”
Asian consumers, she notes, place immense value on brand heritage and craftsmanship. “They have a keen eye for detail and a deep appreciation for the finer aspects of craftsmanship and quality,” she explains. Another unique cultural factor is the emphasis on gifting. “As gift-giving plays a prominent role in many Asian cultures, both personally and professionally, these shopping experiences allow out members to select unique gifts for family, friends, and business associates in a discreet manner.”
Building strong relationships is fundamental in Asia, shaping not just social interactions but also shopping habits. “It’s a slower, deliberate process focused on cultivating connections with sales associates and designers where possible,” says India. “These connections will provide them with preferential treatment and access to exclusive items in the long run.”
Client preferences vary depending on the region. “Asian clients lean toward more understated luxury, valuing quality and craftsmanship, while European clients often embrace a more classic, tailored aesthetic,” states DeAcetis. “Middle Eastern clients favour bold, opulent pieces, usually incorporating rich colours and luxurious textures into their wardrobes.”
Younger HNWIs embrace experimentation, showing a greater openness to unconventional styles. “They are more inclined to mix streetwear influences with luxury and gravitate toward sustainable, eco-conscious brands,” says DeAcetis. “In contrast, older clients tend to stick with classic, timeless pieces, preferring understated luxury that aligns with traditional notions of sophistication.”
This pursuit of privacy extends to by-appointment-only shopping. “A rise in by-appointment-only shopping is often an early indicator of economic uncertainty,” India notes. “Our members value the privacy and anonymity it provides, allowing them to make purchases discreetly and avoid ostentatious displays of wealth during potential slowdowns.” While they haven’t seen this trend emerge yet in Hong Long, Shanghai and Singapore, it’s been noticeable in Malaysia, the Philippines, and Thailand.
The Allure of Bespoke and Made-to-Measure
While designer labels continue to dominate luxury fashion, UHNWIs are increasingly prioritising bespoke and made-to-measure garments. Lucas Shen, brand representative of menswear label Magnus & Novus, has seen a shift toward “quiet luxury” among Asian clients.
“In recent years, there’s been a noticeable shift towards quiet luxury in Asia,” Shen explains to BurdaLuxury. “Discerning clients are seeking timeless, iconic designs, the functional and aesthetic beauty of intricate age-old craft, combined with the world’s finest textiles and bespoke personalisation.”
Customisation is no longer just an option – it’s an expectation. HNWIs often seek hyper-personalised experiences. One such request involved a bespoke riding jacket for an equestrian enthusiast. “Since our existing collections did not include equestrian designs, the process required an extensive review of the client’s wardrobe, including heirlooms from previous generations, to conceptualise the ideal jacket.”
DeAcetis also emphasises the growing preference for bespoke. “There has been a shift toward bespoke and made-to-measure items, particularly for those looking to stand out or create something unique,” he says. “The experience of having something crafted to personal specifications is immensely appealing, as it offers a level of individuality that ready-to-wear cannot match.”
Beyond Fashion: Access to Exclusive Luxury Experiences
For the ultra-wealthy, luxury shopping extends beyond clothing. Our UHNW clients are increasingly requesting access to events that align with their interests,” says Jaclyn India of Sienna Charles. “Notably, they often decide to attend with very short notice, after tickets are sold out, and rely on us to secure their entry.”
Dining and travel are also high priorities. “Dining remains a significant priority, too, as our clients seek to be present at exclusive venues, and we consistently obtain reservations at the most sought-after restaurants,” she notes. “Additionally, there is high demand for luxury hotel accommodations, with both established and emerging affluent individuals competing for premier suites.”
Sienna Charles has facilitated exclusive experiences, including visiting the Brunello Cucinelli factory, meeting the designer, and ordering custom pieces. They’ve organised similar experiences at Fendi in Rome and Chanel in Paris. “We also organised meals with the Fendi and Hermès families,” explains India. “Fendi was in their home in Rome for four people, and Hermès at their Paris office for two people.”
Clients are often interested in the product, its story, the craftsmanship, and the process behind the garments that they wear. “Private fittings with designers or visits to the ateliers provide a more personal and intimate connection with the fashion world, which has become an integral part of luxury consumption,” says DeAcetis.
Shen echoes this sentiment, emphasising how his clients seek “investment requisites” rather than fleeting trends. “Magnus & Novus is a purveyor of investment requisites that are intended to last a lifetime,” he says. “Each piece incorporates four key pillars of the brand philosophy – timeless iconic designs, intricate heritage handcraft, the world’s finest textiles, and finally, the added opportunity for personalisation.”
The Shift Toward Stealth Wealth and Quiet Luxury
Despite their immense wealth, many UHNWIs are moving away from overt displays of affluence, preferring understated luxury over logo-heavy branding. Dana Thomas, a renowned fashion journalist and author, is blunt about the motivations behind this shift.
“HNWIs already moved away from logos – I’m not sure they were ever terribly logo-hungry to begin with, beyond Louis Vuitton, and maybe Chanel,” Thomas tells BurdaLuxury. “They go for Hermès, where there are very few logos. They have long shopped Armani’s top line, which has no logos, and now The Row and Brunello Cucinelli, which also don’t have logos.”
According to Thomas, visible branding is often seen as a marker of middle-market aspiration. “To the wealthy, logos are seen as crass – a way for people who can’t afford a luxury life to pretend they can,” she explains. “It’s a show-off practice, and HNWIs show off in other ways: with big houses that are perfectly decorated, mega yachts, Ferraris and Maseratis.”
Generally, HNWIs prioritise luxury and aesthetics over social or environmental impact – they shop to indulge, to look good, and to project wealth. There are exceptions, often vocal about their values, like Cate Blanchett, who at least champions sustainability on red carpets and public stages. “In the end, HNWIs and UHNWIs will still fly private, sail on giga-yachts, drive gas-guzzling luxury automobiles, and not ask if the gold in their high jewellery is recycled,” says Thomas. “It doesn’t even cross their minds.”
Top-tier stylists extend their influence far beyond private clients, shaping industry trends, driving designer collaborations, and even steering brand strategies. Many consult for multiple labels, working behind the scenes in studios to co-design collections, then bringing them to life on the runway and in campaigns. “They dress their clients in the clothes – getting paid by both the client and the brand, they promote it all on Instagram, and get payment from brands for that, too,” explains Thomas. “Stylists are the true, if secret, force in fashion.”
BurdaLuxury’s Lens
Personal stylists and luxury consultants remain the hidden figures behind the wardrobes of the world’s wealthiest individuals. As the ultra-rich continue to refine their approach to fashion – embracing quiet luxury, prioritising bespoke craftsmanship, and demanding private access to the world’s most exclusive designers – these professionals are more essential than ever.
In this world, fashion isn’t just about what you wear; it’s about what your clothes say before you even speak.
