I’m the Hollywood Stylist Dana Asher Levine and This Is How I Work
Even in the world ofazure speech afterMiranda Priestley, working in the field of fashion can be viewed as something frivolous. Stylist Dana Asher Levin foresees this, and in a written interview with Lifehacker, she cleverly explains the psychology of style, how her work helps clients like Shonda Rhimes live their best, and the specialized processes that go into updating a dozen clients’ wardrobes a day.
Location: Los Angeles, California Current job: Personal shopper and stylist Current mobile device: iPhone X Current computer: Macbook Pro One word that best describes how you work: Effective
First of all, tell us a little about your past and how you got where you are now.
I studied fashion at FIDM College and American University. While at FIDM, I worked at California Mart, working in Les Appel clothing salon as a manufacturer’s representative. After graduating from American University, I went into the sewing business, working in a garment manufacturing warehouse where garments are designed, sewn and dispatched. I also worked at FIDM as a consultant for new students. Then I got married early and for 17 years focused on raising three children and running a household.
However, at the age of 40, my marriage fell apart, and I was cut off from the comfortable, safe world I had known before, with no work and no money. I needed to provide for my children, and at that moment I completely went into survival mode. One thing I was really good at was shopping and dressing, so I started shopping and dressing up my friends for a fee. My business grew by word of mouth, friend to friend, and I soon became the leading stylist for influential Hollywood women executives such as Shonda Rhimes, Dana Walden and Dana Goldberg. I currently spend about $ 250k per month on styles and personal purchases for Power Women clients. I always say I faked until I got it!
Tell us about a recent work day.
One day last week, I met Shonda at her house around 7:00 am to do an early fitting for a magazine shoot tonight. Then I flew out at 11:00 to San Francisco, where I met another client at her house, the influential tech company (and the wife of Giants player Hunter Pence) Alexis Pence, to arrange her for a charity gala she attended. that evening. We also wrote a story together on her Twitch and Instagram channels ( @letsgetlexi is her social nickname and @TheClothingTherapist is mine). After that, I went back to my hotel, packed up, and looked over my notes for my group at the Pinterest women’s conference, which I spoke at the next day. Then I went to dinner with the other conference speakers and Pinterest executives, where we got to know each other and discussed topics for discussion the next day. After dinner, I received emails from customers and checked with my assistant to make sure we were okay in Los Angeles.
What apps, gadgets or tools can’t you live without?
Vehicle with GPS navigation: accumulate kilometers while driving around the city; from shops to customer homes and events, I must make the most of my time by avoiding as much traffic in Los Angeles as possible.
Customer Emergency Kit: Wherever I go, I always have my Girl Scout Kit, which includes scissors, baby powder, Listerine pocket strips, safety pins, mineral water facial spray, straws, roller for fluff and bandages. Old school gadgets 🙂
How is your workplace arranged?
I do all my organization, pulling and assembling from my home office. First of all, I need a lot of space for clothes hangers. So my workspace looks like a traditional home office with a computer and desk, but it’s also filled with clothes and shoe racks. I am obsessed with organizing space; it is complete controlled chaos.
In addition to working from home, I also spend most of my time at work in my clients’ homes and toilets. Plus, of course, the clothing stores I frequent are my “out of the office” and the salespeople I have worked with for decades are some of my closest colleagues! I have personal closets in some of the stores that I shop at regularly and use them as additional office space.
What do you want people outside of the fashion industry to understand stylists?
People who do not work in this field may consider my work superficial, but this is absolutely not the case. My clients trust me unconditionally to build their confidence, to help them prepare for their big event, premiere, performance or life-changing event. My role is primarily that I am a kind of “dress therapist” for my clients. Everyone has something in which they are insecure.
I watched some of my clients start out with a fear of my visits and did not want to get out of bed that day because they hated trying on clothes and later fell in love with our visits because, working together, they were able to build that confidence from the outside. in, and now see personal style as a powerful tool for success.
What’s your most popular fashion advice?
Being stylish means being confident in your clothes.
What’s your best shortcut or life hack?
When I go on a trip, I always group clothes by outfit, so they are ready to go when you arrive!
Tell us about an interesting, unusual, or challenging process you have at work.
When I fold a bag of clothes (in other words, sort the clothes before trying them on), I am carefully detailing. I will go to ten different stores and choose from each one what I need for different clients and their events at the same time. I am very good at doing multiple tasks at the same time with clients.
I bring everything home, go through and repack everything individually, for each item (one bag of shirts, one bag of jeans, one bag of dresses, etc. for each person). Then I label everything by person and item, like Dana pants, Dana shirts, etc.
Then my assistant and I will bring everything that says the name of this person to their house for fitting. After trying on, the client keeps whatever he likes, and then I return the discarded clothes to each store. The client pays only for what he leaves.
At the moment, since I have established a close relationship with my stores, I can collect everything on consignment. It is very important to never lose a piece of clothing, which is why my system works for this reason.
Who are the people who help you achieve results, and how do you rely on them?
Parking people are my best friend when I go to the shops all the time. When you have $ 500,000 worth of things in your trunk, you become close friends with the men and women who watch your car. This is not an exaggeration. I have known some valets for over 10 years and I know about their families.
My seamstress! The difference between shopping for men and women is that men expect their clothes to be tailored. Women don’t necessarily realize how important it is to redo a piece to make it fit perfectly. The seamstress helps bring my clients’ garments to life, and I know they will work great with a little tweak.
Alex, my assistant, has been with me for 20 years. He does everything from helping me pick up and return my clothes to delivering my clothes, and usually serves as my right hand.
How do you keep track of what you need to do?
I know it sounds crazy, but to be honest, I don’t record much. It’s all in my head!
How to recharge or relax?
When dealing with personal clients, it is very difficult to take a serious break from work. But I always cook Sunday dinner so that my husband and three children can meet again.
What’s your favorite side project?
Needlepoint! I sold it on the side to make extra money when I was in financial trouble in the beginning.
What are you reading now or what do you recommend?
I like to read. I just finished the second book in the Crazy Rich Asians series and am looking forward to the movie. The clothes look amazing!
My favorite book that I read this year, called Pelmen, was an amazing and funny story and was also used as a film.
Who else would you like to see to answer these questions?
President Obama!
What’s the best advice you’ve ever received?
Treat everyone equally friendly and respectful, regardless of perceived “status” or role.
What problem are you still trying to solve?
How to express your value to clients; the pricing of my services, which reflects my value, is still an issue.