I am very comfortable with my freedom from make-up, power dressing etc. In fact, I’ve never embraced even the typical ‘coach’ look and prioritise my delivery over ‘looking the part’. So, I was sad to hear that some people STILL predominantly judge people by their clothes, makeup, hairstyle etc, especially since, if anything, a focus on appearance can mask personal insecurity and a lack of ability.
In the world of coaching, there’s often an unspoken expectation that a coach should dress the part—typically meaning traditional “executive” attire. But is this really necessary, or even beneficial? For many women, this advice doesn’t just feel limiting; it reinforces outdated standards that undermine authenticity, comfort, and individuality. Today’s coaching clients are increasingly looking for genuine connection and insight over image. By challenging the need for “executive” clothing, we can open up a broader, more inclusive vision of what makes a great coach, focusing on what truly counts: expertise, empathy, and effectiveness. I’m not talking about shoulder-pads here but the new uniforms that still define status. I think there is a strong need to redefine ‘professionalism’ in general. Here are some of the big wins of dressing in a humble/uncontrived way:
Authenticity Over Image: Clients, especially high-level professionals, often seek authenticity and a genuine connection with their coach, not just an “executive” look. Showing up in something that feels inauthentic can create a barrier to building trust and rapport.
Challenging Gendered Expectations: For women, “executive” attire has historically been code for looking both formal and “non-distracting,” a standard that can feel restrictive and disempowering. Wearing typical “executive” clothing may reinforce outdated expectations about how women “should” appear to be credible, rather than focusing on the quality of their expertise.
Comfort and Confidence: Comfort can directly impact confidence. Many people, especially women, feel more empowered and relaxed in attire that fits their personal style, rather than rigid or uncomfortable businesswear. Coaching demands mental clarity, creativity, and a supportive presence—all of which can be hindered by discomfort in rigid attire.
Shift Away from Traditional Leadership Stereotypes: Modern executive coaching should reflect a more diverse approach to leadership and executive presence. The notion that executives (or their coaches) must dress in a certain way can reinforce a narrow, homogeneous view of leadership, which doesn’t serve today’s more diverse workplaces.
Reducing the Focus on Surface-Level Judgments: Encouraging coaches to dress in “executive” clothing can unintentionally shift the focus to appearances rather than substance, limiting room for diverse styles that could better represent the coach’s personal values and approach.
Empathy with Clients’ Diversity: Clients themselves come from diverse backgrounds and roles, and they may not resonate with an “executive” look. Dressing with flexibility or creativity can signal that you meet clients where they are, rather than enforcing corporate conformity.
Breaking Down Outdated Industry Norms: Challenging these norms also challenges the executive coaching industry’s sometimes rigid traditions. Women, in particular, have an opportunity to redefine what professional “executive” presence looks like, paving the way for a more inclusive standard that suits different personalities, cultures, and roles.
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