Yes, What You Wear on Social Media Matters. How to Master It.


IT WAS a watershed fashion moment—in my life, anyway. A few years ago, a sartorially adventurous friend bristled when I urged her to wear her monkey-and-banana-print crop top and matching palazzo pants to a summer birthday party. The problem: She’d recently sported the outfit for a friend’s wedding and photo evidence was all over social media. “Everyone has already seen it on Instagram,” she said, frowning.

This exchange made plain a new reality: We are no longer dressing just for in-person soirées and IRL eyes but for the digital realm—an array of small screens blasting our every outfit to hundreds (or thousands—even millions) of followers, from friends and family to co-workers, bosses, potential love interests and complete strangers.

This style minefield has only grown more complicated with the proliferation of social-media platforms, each with its own purpose, vibe and aesthetic. Answering the existential question of “what to wear?” now demands a closet versatile enough to make you look professional on work Zooms, polished on Instagram, flirty on dating profiles and fuzzily relatable on TikTok, while occasionally appeasing your mom on


“The way you dress and the extent to which you showcase an aspirational version of yourself differs depending on what the platform is,” said Anuli Akanegbu, 31, a social media consultant pursuing a Ph.D. in sociocultural anthropology at New York University.

Dressing for success in the endless scroll of digital life can be a dizzying task, so I consulted a team of “extremely online” experts, ranging from a wardrobe consultant to a TikTok-famous dermatologist—about how to dress for six of the most prevalent social and virtual platforms. None of them recommended wearing an already-overexposed monkey-and-banana print.

TikTok | Keep It Casual but Deliberate

Beloved by Gen Z, this short-video platform boomed during lockdown. And with girls-night-in garb like hoodies and teddy-bear knits, it has stayed true to its casual DNA. “It’s about coming as you are, however you are,” said Oludara Adeeyo, 33, a Los Angeles social worker and author who wraps up in a bathrobe-ish white cardigan from Target in her TikToks about learning Spanish. Kate Sturino, 41, a New York body-acceptance advocate and founder of beauty brand Megababe, affixes faux lashes for Instagram but on TikTok wears “no makeup and hair from the gym.” TikTok, she said, is more about the user’s “message” than perfection.

New York dermatologist Camille Howard-Verovic dresses down to share skin-care tips with her 169,000-plus followers. “I made a conscious decision not to wear my white coat all the time.” She wants viewers to feel like they’re FaceTiming with a friend who just happens to be a doctor. Re-wearing her

Warby Parker

tortoise glasses and gray Gildan sweater works to her benefit. Each time a fan asks for outfit credits, “it’s engagement.”

Los Angeles social worker and author Oludara Adeeyo, 33, in her cozy TikTok cardigan.


Oludara Adeeyo

Instagram | Turn It All the Way Up

Founded on the premise of a filtered reality, Instagram is the glossiest social app. “The person who loved fashion magazines as a kid is replicating that fantasy on Instagram,” said social media consultant Anuli Akanegbu. As Instagram pivots from static photos to video with Stories and Reels, 29-year-old Londoner Anny Choi, head stylist at bridal-focused e-commerce site Over the Moon, favors clothes that “have the most movement and therefore the most visual impact.” Bling stands out, too. Her $20 crystal pants “sparkle in a way that never fails me,” she said.

Aspirational pieces are also attention-grabbers. In February, Tina Chen Craig, the Dallas influencer once known as Bag Snob and co-founder of digital talent agency Estate Five, posted a rare $3,290 Balenciaga x Gucci puffer. It has since earned over 3,600 likes. “I got the last one in the country,” said Ms. Craig, 52. Still, uniqueness is priceless, contends Ms. Choi. She’s found that vintage and secondhand pieces bought on resale sites like eBay and the RealReal draw the most DMs.

Tina Chen Craig, the Dallas influencer once known as Bag Snob and co-founder of digital talent agency Estate Five, projecting Insta-ready polish.


Robert Underwood

LinkedIn | Strive for Chic Subtlety

For the professional networking and digital résumé site, “you want to look like you’re meeting your best client, your boss or both,” said Emily Lytle, 38, the Dallas founder of wardrobe consultancy Ready to Where. Ms. Lytle guides clients across the country to project success without falling back on stodgy, Miranda-on-season-one-of-“Sex and the City” suiting. Her recommendations include elevated work basics and necklines that will show up in the frame of LinkedIn’s headshots. Recently, she has urged clients to try a cream-colored tweed double-breasted blazer by Theory and a camel Alice + Olivia shawl-collared suede jacket. In her own LinkedIn profile picture, Ms. Lytle wears a white Erdem blouse with subtle shoulder embroidery. She suggests avoiding ruffles, keyholes and anything trendy at all costs—those clothes can distract from your credentials, as can flashy jewelry. Ms. Lytle advises sticking with subtle, timeless earrings and a simple necklace.

Emily Lytle, the 38-year-old Dallas founder of wardrobe consultancy Ready to Where, in her LinkedIn headshot.

Work Zoom | Make an Effort—for Real

After two years of working from home, summoning sartorial motivation for Zoom is still a battle—but one worth fighting, according to Ms. Sturino. “Zoom has replaced your in-person meeting to an extent. I put myself out there to 600,000 people on Instagram with a struggle bun, but I show up to a [work] Zoom.” In ours, she wore a checked Veronica Beard blazer, a white tee, faux-leather leggings and a favorite accessory: a knotted headband that…


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