I N N O C E N T
Chocolate is the answer. Doesn’t matter what the question is
Life orientation: Life is beautiful
Description: Just like kids. That would be enough to describe the essence of Innocent archetype. Simple-minded, friendly, amazingly open, they believe in global justice or, at least, desperately try to. Where Innocent is, it’s always sunny, cosy, and joyful, as if you have returned to your childhood. At the same time Innocents can act moody, if they don’t get what they think they deserve. It’s also easy to hurt Innocent’s feelings, by chance or on purpose, while these folks are rather touchy in interpersonal and self-esteem matters. Youth is the most common period for prevalence of the archetype in one’s character, yet mature Innocents are frequent as well.
Fashion life hacks: Simple cuts, natural shades, romanticism. Innocents benefit from looking young and playful. If this archetype finds a response in your heart, make sure you don’t try ‘growing up’ through your outfit. Pastel colors, ruching, flounces, lace, rococo ornaments will certainly give the desired effect of ‘innocence’. More than that, mini is your ideal length, while the entire silhouette should be compact and recognizable. For those types of Innocents who are not as easy as they seem, it’s worth experimenting with multiple layers, small details, and a delightful patchwork.
Brands you may prefer: Giambattista Valli, Alena Akhmadullina, Valentino
Valentino Spring 2021 Ready-To-Wear Collection. Photo_ Alessandro Lucioni _ Gorunway
Giambattista Valli Spring 2021 Collection. Courtesy of Giambattista Valli
Alena Akhmadullina Spring 2019 Ready-To-Wear Collection. Courtesy of Alena Akhmadullina
E X P L O R E R
Adventure is worthwhile
Life orientation: Life is a journey
Description: Every Explorer will convince you that it’s all about the process, not destination. However, that doesn’t mean, this archetype lacks ambitions or persistence. Just the opposite, Explorers are driven by the desire to discover the world, research interesting phenomena, and meet new people. Really easy-going and open-minded, Explorers are far from prejudice, thanks to their rich life experience. Yet they get annoyed quickly, facing restrictions or other frustrating factors. Measuring twice? No, Explorer is far better in cutting, which (s)he constantly demonstrates.
Fashion life hacks: It’s the freedom of movement, literally and figurally, that Explorer values most. Thus, while choosing an outfit, it makes sense to look for loose, multilayered garments, asymmetrical cuts, and natural prints. By the way, sharing Explorer’s aspiration to be close to nature, you can experience choosing animal prints like those of a cheetah or a zebra, but please be careful not to turn your look into Jester’s masquerade. Forget about artificial colors, organic hues only, as if you were in a forest or on the river and wanted to merge with the surrounding. Hoodies, scarfs, and travel bags with big pockets will just add authenticity to your look.
Brands you may prefer: Kenzo, Salvatore Ferragamo, Fendi
Fendi Spring 2020 Ready-To-Wear Collection. Photo_ Alessandro Lucioni _ Gorunway
Salvatore Ferragamo Spring 2020 Ready-To-Wear Collection. Photo_ Filippo Fior _ Gorunway
Kenzo Fall 2020 Ready-To-Wear Collection. Photo_ Isidore Montag _ Gorunway
R U L E R
Divide and conquer
Life orientation: Life is a quest for power
Description: It’s power, prestige, and wealth that Ruler primarily seeks in life. Obviously, such an approach comes with a pile of responsibilities, but this archetype doesn’t mind that at all. Just the opposite, Rulers enjoy being in the spotlight, having complete control over the situation. Barely suffering from low self-esteem, they perfectly evaluate their own strengths and weaknesses. Rulers usually act effectively and are confident of success, if not, they will hardly promise you anything. It’s important to mention that stability and hierarchical nature of the world are crucial for the quiet confidence of Rulers, thus, they work hard to structure things around them.
Fashion life hacks: Sounds familiar? Then try considering what kind of Ruler you are. If you are inclined to self-expression and artistry, you might be more of a dramatic type. ‘Drama queens’ enjoy emphasizing their elitism, so they don’t shy away from furs, jewels, brand logos, gracefully integrating all these into a royal look. Classic Rulers rather prefer complete, form-fitting garments with straight lines and clear symmetry. In outfits, just like in life the classic type favours statics and specificity. So, your Majesty, Ruler, while dressing up, please don’t forget to choose noble colors only, such as emerald green and space blue, and be careful selecting accessories. Lavish or moderate, they should be refined, anyway.
Brands you may prefer: Dolce & Gabbana, Roberto Cavalli, Louis Vuitton
Dolce _ Gabbana Spring 2021 Ready-To-Wear Collection. Photo_ Alessandro Lucioni _ Gorunway
Roberto Cavalli Fall 2020 Ready-To-Wear Collection. Courtesy of Roberto Cavalli
Louis Vuitton Spring 2021 Ready-To-Wear Collection. Photo_ Filippo Fior _ Gorunway
C R E A T O R
Realm of dream is eternal
Life orientation: Life is a miracle
Description: Good news, Creators live within each of us (actually, like any other archetype). Remember the moments of boundless inspiration that would suddenly take over you or, perhaps, minutes of long-awaited solitude, when you felt close to God and just the whole universe. Yes, it was the Creator speaking inside you. However, those especially gifted like painters, singers, writers or other artists just can’t help following the voice of this archetype in their day-to-day practice. Trusting their intuition and inner impulses, Creators balance between the subjective and objective reality, drawing resources from the former and improving the latter. The way Creators do that is art. Coming up with aesthetically pleasing yet practical things, Creators live their dreams (in the best sense of the word).
Fashion life hacks: Creator is the type who can and should mix styles in his/her look. Blessed with a great sense of beauty, they will easily cope with the task. More extraordinary colour combinations, bizarre textures, and intricate patterns, since it’s the easiest way to tell people who you are without saying a word. The secret of Creator’s charm would be their talent to combine incongruous elements (lace with hard skin, sneakers with tutu, high heels with jog pants among the simplest examples), but to do that in a highly subtle manner. What’s more, Creators navigate skillfully between the street-style culture and their sublime glimpse of existence. The only risk of dressing that way is to slip into a show, which will make people laugh. That’s Jester’s prerogative, so better don’t turn off your path.
Brands you may prefer: Erdem, Emilio Pucci, Marni
Emilio Pucci Fall 2020 Ready-To-Wear Collection. Photo_ Filippo Fior _ Gorunway
Erdem Spring 2020 Ready-To-Wear Collection. Photo_ Salvatore Dragone _ Gorunway
Marni Fall 2020 Ready-To-Wear Collection. Photo_ Alessandro Lucioni _ Gorunway
M A G I C I A N
The world is interconnected
Life orientation: Life is a mystery
Description: You can tell just by his/her eyes, that is Magician standing in front of you. Creator’s elder brother, this archetype craves to cognize the world and its processes, but in contrast to Sage, rather viscerally. Mysticism is not an empty word for Magicians, they can perfectly see it, feel it, perhaps even create it themselves. Having such a great gut, they are rarely mistaken about people. The archetype immediately finds out one’s weak points and won’t refuse to adopt this knowledge, if needed. Not that Magicians strive to run the world, it’s just their superpower, which is hard not to take advantage of.
Fashion life hacks: Dressing like a genuine Magician is a challenging mission. In a perfect world, you, a hereditary wizard, shouldn’t look casual even when you go buy bread. So try to look for complex details, difficult materials of deep, preferably, zero-contrast, dark shades. Actually, if you consider yourself more of a white Magician, light hues will also do, but please don’t forget about the general entanglement of the look. Long sleeves and maxi dresses are clearly at the top, the same can be said of some enigmatic accessories like those with alchemical or outer space elements. Keeping in mind that the devil is in the detail, pay close attention to your purse: it shouldn’t be simple either, a barrel bag or a minaudière is the way to go.
Brands you may prefer: Rochas, Givenchy, Aganovich
Aganovich Spring 2016 Ready-To-Wear Collection. Photo_ Kim Weston Arnold _Indigitalimages
Rochas Fall 2020 Ready-To-Wear Collection. Photo_ Alessandro Lucioni _ Gorunway
Givenchy Fall 2020 Ready-To-Wear Collection. Photo_ Alessandro Lucioni _ Gorunway
O U T L A W
Rules are meant to be broken
Life orientation: Life is a dissenters’ march
Description: Guess what Innocent and Outlaw have in common. Though looking like antipodes, the both archetypes, actually, have got stuck in youth. In Outlaw’s case, it’s the desire to go against the view of the majority and always be right. Rebellious and judgemental, Outlaws willingly express their reaction (negative, of course) and stand out of the crowd. Asking an awkward question or protesting against the corporate formalities, this archetype wants people to think of them as nonconformists and individuals with their own position. Those criticizing the ideas of Outlaws take a big gamble and risk facing resentment and strong opposition.
Fashion life hacks: Try thinking what Outlaws might look like. (S)he is likely to dress in a provocative, sometimes even aggressive manner to demonstrate others their exceptionalism and belligerent spirit. The garments can be fitting (leather jackets, tights, mini-skirts) as well as loose (bombers, training pants, boyfriend tees). The main thing is that they should be assembled, giving a sense of integrity. Dirty hues and massive accessories are inherent to the character of the archetype, let alone unisex outfits. Some bright accents like acid yellow sunglasses or a maroon scarf will just add vibrancy to the Outlaw’s look.
Brands you may prefer: Vivienne Westwood, Dsquared2, Alexander McQueen
Alexander McQueen 2021 Ready-To-Wear Collection. Courtesy of Alexander McQueen
Vivienne Westwood Fall 2020 Ready-To-Wear Collection. Courtesy of Vivienne Westwood
Dsquared2 Fall 2020 Ready-To-Wear Collection. Photo_ Lucioni – Oberrauch _ Gorunway
C A R E G I V E R
You become responsible, forever, for what you have tamed
Life orientation: Life is caring about people
Description: A teacher, a tutor, a nurse, that’s what Caregivers most frequently want to become. The life mission of this archetype is to take care of others, giving them attention and kindness. Caregivers are driven by highly altruistic values and find joy in serving people. Cautious, good-hearted, and thoughtful, the archetype knows how to please others, making them feel valuable. Honest and empathetic, they are so preoccupied with humanity issues that usually lose sight of some strategic questions like balance of power. For that reason, Caregiver is often the wingman, not the initiator, preserving energy for the right thing like charity.
Fashion life hacks: Looking tidy and neat is of primary importance for Caregivers. They rather choose conventional design, which meets the definition of timeless classic. However, contrary to Rulers, they don’t seek to prove themselves through outfits. Dressing powerfully is not their path, it’s more about generosity and quiet confidence. You’re a Caregiver? Take a look at tweed garments, non-contrast patterns, and a warm muted palette. Mustard, walnut, mocha, milk chocolate are the hues right for you. It’s the tiny jewelry and retro elements that will make Caregiver’s look shine.
Brands you may prefer: Chanel, Pringle of Scotland, Cacharel
Pringle of Scotland Fall 2020 Ready-To-Wear Collection. Courtesy of Pringle of Scotland
Cacharel Fall 2017 Ready-To-Wear Collection. Courtesy of Cacharel
Chanel Fall 2020 Ready-To-Wear Collection. Photo_ Alessandro Lucioni _ Gorunway
On the cover: Dior Secret Garden 2 —Versailles ad campaign, shot by Inez van Lamsweerde and Vinoodh Matadin. Courtesy of Inez & Vinoodh and the brand