Office Style Influencers: Turning Workspaces into Runways
Before 8 a.m. daily, Xander Maddox arrives at his workplace and heads to the kitchen and lounge, a space illuminated by expansive windows and abundant natural light.
Typically, his coworkers have not yet arrived. He prepares coffee and positions his phone by the window, camera facing him. He initiates recording and steps back to capture his daily ensemble.
Daily Outfits: A Glimpse into Office Fashion
- A black leather jacket.
- A vibrant blue sweater from COS, Margiela loafers, and Raisin Bran for breakfast.
- A white T-shirt, gray trousers, and cherry red Nike Air Rifts, described as a “calm office fit.”
This entire procedure takes approximately five minutes, followed by uploading the video.
“I aim for a consistent routine each day for a sense of cohesion,” he stated in a phone interview.
The Side Hustle: Fashion Content Creation in the Workplace
Mr. Maddox, a 31-year-old executive assistant in Jersey City, N.J., pursues this not for his primary job, but as a secondary occupation: a fashion content creator on TikTok. His curated looks inspire numerous followers.
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Fashion influencing represents a multi-billion dollar industry, and many creators aspire to full-time engagement. For office-style influencers, this secondary income stream is interwoven with their primary employment. They showcase their style within real office environments – from law firms to tech companies and advertising agencies. Several times weekly, they subtly locate ideal spots in break rooms or restrooms to film their outfits for online platforms.
Where else, after all, is more appropriate for #professionalfashion, #officeootd, and #workfashioninspo videos than an actual office setting?
Conversations with several office-wear influencers reveal a crucial element: timing is paramount.
Navigating Workplace Sensibilities: Potential Backlash
However, promoting personal style within the office context can carry risks. McLaurine Pinover, previously a spokeswoman for the U.S. Office of Personnel Management, faced scrutiny after CNN reported on her workplace fashion videos. These videos, recorded in her office and shared on Instagram under the handle @getdressedwithmc, surfaced as her agency oversaw federal worker layoffs. She subsequently deleted her account after media inquiries.
Reading the Room: Common Sense in Content Creation
“Current sensitivities around government and global affairs are heightened, necessitating awareness,” Mr. Maddox commented regarding Ms. Pinover’s situation. “In prominent roles, actions perceived as insensitive to public sentiment require prudence.”
Mr. Maddox, who is 5-foot-10 and of broad build, emphasizes meticulous shopping to find well-fitting trousers and shirts. He characterizes his style as “cozy, yet elevated,” intending to inspire men, particularly those with similar physiques, to cultivate personal style in professional settings. He reports enthusiastic online support from colleagues and believes his supervisor is aware and accepting of his content creation.
“As long as work remains unaffected,” he clarified, noting his boss’s significant social media presence in their role as company CEO.
Post-Pandemic Office Dress Codes and Emerging Trends
Five years after the COVID-19 pandemic shifted many to remote work, blurring lines between professional and casual attire, many employees, especially those entering the workforce during this period, still seek clarity on appropriate office attire.
Seeking Guidance: Post-COVID Style Evolution
“Post-COVID, deciphering dress codes was a challenge,” acknowledged Whitney Grett, a 27-year-old I.T. account manager in Houston. “Initially, casual wear dominated.”
Ms. Grett joined her current company remotely in early 2021, shortly after graduating college. Returning to the office sparked her interest in exploring diverse workwear styles. Following positive feedback from colleagues, she began documenting her outfits on TikTok last summer.
“It evolved into a hobby, a creative outlet,” she explained.
Filming in the Office: Strategy and Support
Ms. Grett’s videos, viewed by thousands, feature her posing in front of unoccupied conference room glass doors. She and a colleague typically use a tripod around lunchtime to minimize disruption. If the office is busy, filming may be postponed until day’s end.
“Some viewers express hesitation about filming in their workplaces,” she noted. “I understand that sentiment. My team is very supportive, and I’m not the first here to create office-based video content. They appreciate that I use a secluded space.”
Expert Insights: The Appeal of Office Fashion Content
Jaehee Jung, a fashion and apparel studies professor at the University of Delaware, suggests office-wear content resonates because younger audiences, particularly those accustomed to hybrid work models, seek guidance on basic professional dressing norms.
“The workplace context necessitates considering certain guidelines,” she stated. “Professional and industry norms dictate varying levels of formality and etiquette.”
Professor Jung adds that filming office-wear content within an actual office lends influencers inherent credibility. The generic office backdrop suggests workplace experience, implying knowledge of professional attire.
Authenticity and Industry Context: Personal Style in HR and Advertising
Vianiris Abreu, a 30-year-old human resources manager at a Manhattan advertising agency, began sharing office outfits on TikTok in 2021 upon returning to in-person work, motivated by a desire to dress up again. Her somewhat unconventional industry allows for greater stylistic freedom.
“My attire might diverge from typical HR professionals, but it aligns with advertising industry norms,” she explained, adding she maintains some online discretion regarding her employer and specific role.
Engagement and Monetization: Benefits of Office-Based Content
Ms. Abreu believes filming within the office environment enhances authenticity and viewer engagement.
“The office aesthetic is visually appealing, and engagement seems higher,” she observes. “It reinforces the context – demonstrating the outfits in a real office setting, which is the core concept.”
These ventures can be financially rewarding. Mr. Maddox reported earning roughly $2,000 in the past year through sponsorships, payments, and brand collaborations, describing it as “disposable income.” However, he remains selective about brand partnerships.
“I decline many offers as this is not my primary occupation,” he concluded.