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Typecasting

Quote Magazine – March 2004

You're always buying the wrong clothes? And you never know what to wear? Just tell Sarah Whittaker who you are and she will tell you what to put on.

That jacket looks so good on display in the window, you just have to have it. You try it on, look into the mirror and think: well, it feels alright. Perhaps the colour isn't great, but that will probably be different in summer. You buy it, you wear it once or twice, and then the jacket disappears into your wardrobe, next to all those other clothes you just had to have, but never wear anymore. Does this sound familiar? Then why don't you go see an 'image profiler', in order to break this cycle? The London-based company of Sarah Whittaker is named Insideout. And that's not just a name.

'Your looks should reflect your inner self. If that's not the case — if an aristocratic type attempts to dress seductively, for example — there will be confusion, for the simple reason that this person will radiate two different messages.'

Whittaker developed 35 different Image Types. When determining which category a certain person belongs to, she will look to that person as a whole: what's your personality, how do you come across, what's your build and what colours look best on you? Ideally all of those things are one, in a logical way. Whittaker believes there's no such thing as coincidence. There's a reason for everything.

Once you've found out which type you are, you also know what to wear, what clothing can be the continuation of your deepest being. In Whittaker's words: authority dressing.

Mona Lisa

Sarah Whittaker looks friendly: silver hair, a funky haircut and a very young, almost childlike face. She explains she's 'rebel chic'. A 'punchette'. Whittaker is also a sharp observer. She thoroughly looks me over, but in a way that doesn't make me feel uncomfortable. She asks about my childhood, as she presumes that people are most faithful to their 'authentic self' while they're still young. Then she starts asking questions about my style of clothing, now and in the past. Finally, I undergo a personality test, which has to show how my yin side relates to my yang side.

My style type, Whittaker concludes as the analysis has come to an end, is that of the 'goddess'. My archetypes are Mona Lisa, Eve, Venus and Mother Maria, in other words: the 'protowomen' of the world. This is due to my 'classic face, porcelain-like complexion and ultimate Botticelli figure'. Pretty good for one's ego, such an 'image profiling' session. I am no longer pale and plump, but I have a 'porcelainish skin' and 'Botticelli roundings'. Right. That's quite something! I must admit I'm not at all unhappy with that. I mean: how bad can it be to be called a goddess? Liv Tyler is a goddess type also, says Sarah. Well, I have no problems with being in her league...

Now then: what does a 'goddess' wear? According to Sarah Whittaker: supple fabrics. Loose trousers, zip on the side or the back. Skirts must be longer than knee-length, as I shouldn't show too much flesh. A round, quite modest décolletage. Classical antiquity, high waistlines, wide sleeves and long dresses should be my sources of inspiration. The pearls I am wearing are good, and so is my red lipstick. I should not be afraid to be too feminine.

Polar expedition

Anyway, enough about me. I want to show the image profiler a few pictures of other people. What style type are our own W.A. and Máxima, for example? Whittaker is willing to comment, although she stresses that it's hard to say something based on photographs. 'They have very nice, open faces. And she has a beautiful smile.' At first sight Sarah typifies both of them as 'American classics', just like JFK and Cindy Crawford. 'They both have healthy, open, fresh faces. That suit is too tight on him, though. I think he'd be more comfortable in casual wear, of brands such as Ralph Lauren and Nautica.'

And what about Dirk Scheringa? I show her a famous picture in which the northern Dutch credit lender wears knitted, wool socks under his suit. First Sarah wants to know what his job is. 'He looks like an "eco warrior" to me', she says. 'Someone who goes on polar expeditions.' And what about the socks? 'Actually, he should adjust the rest of his outfit to the socks. I don't think he is a man for suits. And if he really wants to wear suits he should wear rougher materials.'

On to Herman Heinsbroek. Whittaker can hardly believe he once was a politician. She thinks he's more of a 'creative media type', like Richard Branson. The type of person that always has all of the latest gadgets. And she thinks he's kind of a 'Casanova'. And she said she had trouble typifying people from pictures...?

Sarah Whittaker noticed it immediately when she first visited The Netherlands: Dutchmen wear far more casual clothing to work than the slightly hierarchic English.


That style of dressing reflects the direct and open way in which the Dutch approach one another. Whittaker says she can appreciate that. So there's nothing wrong with our rubber soles, Winnie the Pooh ties and slack jackets? Well, that's not what she meant to say. Openness is a good thing, but your clothing should reflect what you want. "How can you ever radiate that you have a keen eye for detail when your jacket hangs from your shoulders like an old bag?"


This is one of the great mistakes in clothing: the poorly fitting jacket. Sarah: "Buy a suit that fits you! I see too many men wearing jackets that are simply too baggy. And the worst thing is that they keep half of their belongings in their pockets, so that you can hear 'em coming closer: kloink, kloink, kloink. Why would you have to wear your latchkeys on you all day?"


Another problem: men don't go to the hairdressers frequently enough. "They don't know where to draw the line when it comes to their hair. When they've just had their hair cut it's mostly too short, because they don't want to bother about it for a while. Then it'll look good for a few weeks and after that it will be too long for quite a while. Just have it cut more frequently."

Sarah Whittaker composes image profiles, hosts workshops on request and also works as a 'personal shopper' and a 'style coach'.

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