Have you ever wondered whether Maslow’s hierarchy applies to style psychology? Let me tell you a story …
Maybe fifteen years ago, I was taking a nonverbal communication class at university. For an enhancement project, three friends and I dressed as people experiencing homelessness and went into stores at the fancy mall downtown. We changed everything about our appearance and body language.
It was one of the worst days of my life. Not because anyone treated me poorly, but because I felt terrible. Even though I was technically covered and clothed, I felt completely disconnected from who I was.
That experience taught me something important. Our clothes do way more than just cover our bodies. They affect how we feel about ourselves and how we move through the world. Today I want to share the five levels of style psychology and help you understand where you might be operating from.
The Five Levels of Style Psychology
I was inspired to develop these concepts by Mili Velikova while she was explaining Ellie Jean’s Style Roots system (download the Guide to Design Psychology to connect Style Roots to universal design archetypes). What I realized is that our style psychology choices operate on a hierarchy, much like other human needs.
Most people who come to me are stuck somewhere in levels one, two, or three. They tell me their goal is to “look competent,” and I can absolutely help them with that. But my program is designed to take them all the way to level five: authentic self-expression.
This is basically Maslow’s hierarchy of needs applied to style.
Level 1: Not Being Naked
This is the most basic level: having your body covered and protected from the elements.
• Meeting basic modesty requirements for your culture
• Having clothes that provide appropriate coverage for weather
• Simply not being undressed in public
I had a neighbor years ago who consistently wore clothes with holes in them. It was questionable whether she was stuck at this first level, where basic coverage was her primary concern.
This level is about survival and basic social functioning. You’re clothed, but there’s no thought to how the clothing makes you feel or what it communicates.
Level 2: Feeling Relaxed
This is where comfort becomes the driving factor in clothing choices.
• Prioritizing physical comfort above all else
• Choosing clothes that don’t restrict movement or feel uncomfortable
• Often defaulting to athleisure, sweats, or very casual options
People operating at this level have moved past basic coverage to wanting their clothes to feel good on their bodies. There’s nothing wrong with this, but it can become limiting if it’s your only consideration.
I believe it is a basic human right to be comfortable in your clothes and in this hierarchical model each succeeding level includes the ones before. You don’t have to give up being comfortable to ascend the ladder of style.
Level 3: Affiliation and Belonging
Here’s where most people get stuck. This level is about fitting in and being accepted by your social group.
• Dressing to match your peer group or workplace expectations
• Following trends to feel included
• Avoiding standing out or being different
• Shopping where your friends shop or wearing what they wear
This is actually a healthy and important level. We’re social beings, and wanting to belong is natural. The challenge comes when you get stuck here and never move beyond it.
Level 4: Looking Put Together and Competent
This is where most of my clients say they want to be when they first come to me.
• Wanting to appear professional and capable
• Caring about how others perceive your competence
• Understanding that your appearance affects how people respond to you
• Moving beyond just fitting in to actively managing your image
Here’s a competency checklist to help you nail this level:
10 Ways to Look Competent Through Your Style Choices:
- Make your face the focal point – avoid high contrast elements elsewhere that compete for attention
- Ensure proper fit – clothes that are too tight, too loose, or the wrong length immediately undermine competence
- Choose pieces that feel like you – when you feel authentically dressed for where you’re going, confidence shows
- Finish your look – add a completer piece like a blazer or cardigan, or intentional accessories
- Coordinate your colors – pieces that work together show planning and visual awareness
- Be intentional with styling choices – a messy bun that looks purposeful reads differently than one that looks accidental
- Avoid constantly adjusting your clothes – if you’re tugging, pulling, or fidgeting, it distracts from your competence
- Stay current but not trendy – avoid obviously dated pieces, but you don’t need the latest trends
- Maintain basic grooming – clean, well-maintained clothing shows attention to detail
- Match your environment’s formality level – understanding and respecting dress codes shows social awareness
These guidelines will absolutely help you look competent and put-together. But here’s the thing: deep inside, people really do want to look like themselves.
Level 5: Authentic Self-Expression
This is where the magic happens. You’ve mastered competence, but now you’re ready to let your true self shine through your style choices.
• Expressing your personality, values, and identity through clothing • Making choices that feel authentic to who you are, not just appropriate • Using style as a form of creative self-expression • Feeling confident enough to stand out when it serves your authentic self
At this level, you’re not abandoning competence or appropriateness. You’re building on those foundations to create something uniquely you.
This is exactly what I help clients discover in my Essential Signature Style Guide. We go beyond just looking put-together to uncovering your authentic aesthetic, your natural silhouette, and the foundational style concepts that help you express who you really are.
Moving Through the Style Psychology Levels
The goal isn’t to judge where you are, but to understand it. When you know which level you’re operating from, you can make conscious choices about whether that’s serving you.
Understanding the five levels of style psychology helps you move beyond just looking competent to truly expressing who you are. This is the journey I take my clients on, from wherever they’re starting to discovering their authentic style expression.
Here’s something simple you can do this week to integrate these principles into your wardrobe: Try on your favorite outfit and identify its level of style psychology.