How I styled my husband: ‘I'm not David Beckham, Ginnie'

Telegraph

2 days ago

A man walks into a shop. Alone.
He's on the hunt for a blue shirt. Another one. He sees one on a shelf, rifles for his size, assesses the cut of the collar, checks it's not too shiny, and buys two without trying. In, out, 'just how shopping should be done'.
Sound familiar?
The other day, a friend got in touch. Mother of four boys, wife to one husband. 'Where do I get a men's linen shirt from? It's time…' This from someone who rarely shops, but wants to get it right. 'And it has to be blue.' This is the monotonous shopping blueprint (ha) for so many women.
We laugh, but it's hard for men! Too much attention to detail and they're the crux of jokes – see Rishi Sunak in Adidas.
Too repetitive and they're branded bland. So how do we, as women, help inject variety into our husband's monotonous wardrobe rotations? (We will get to my own husband Ollie's sartorial preferences shortly.)
As a personal stylist, my most memorable appointment was with a male client who was in and out in 45 minutes, despite having booked a three hour appointment. £8,000 spent, no returns. Where women see shopping as a day out, a moment of escape, a chance to mull things over, have a coffee and return to make a decision, for men it's often practical.
Similarly, if mornings are short on time, more attention is likely spent by men on shaving than looking in a full-length mirror. Getting dressed easily becomes a tick-box chore.
Skip to:
Brands to shop
Brands to avoid
What Ollie wore
Seeking out the menswear gems
Sidney Hiscox is co-founder of Fera, a menswear brand that has strategically targeted their audience by telling stories of rural pursuits and culinary delights with humour, beautiful videography, and a collection that doesn't go on and on – because men don't scroll for hours.
'We get a lot of wives and girlfriends buying for their men, but what we tend to hear is that the men have specifically requested something from the brand,' says Hiscox.
'That said, when selling at events (Fera were at Groundswell this year), we do get men making video calls to sign off the purchase with 'the boss'.'
You can picture the scene. Fera is proof that menswear needn't take itself so seriously; that there is life beyond Savile Row stereotypes and the usual high street names.
Earlier this year at the Chelsea Flower Show, I was pleased to discover a wealth of interesting menswear brands out in force (customers want to see things in the flesh, and Chelsea plants the seed). Ones that stood out were Mad About Land, Original Fibres, Carrier Company, Jam Jar Industries and Sirplus. Why?
They all focus on producing merchandise in a better way, at a slower pace; there is confidence in a smaller curation. Something I'm trying to do in my business is encourage more shoppers to really slow down the rate at which we spend and, if you can afford to, to channel said spending power toward brands doing business better.
Swerving the cookie cutter brands
Of course, the high street remains popular for men (and women buying for men). Surely the reason is the ease. You can depend on M&S to have x, and John Lewis to have y.
And yet, when I asked my most clothes-loving friend (a film director, married, three children, who wanted to remain anonymous), where he shops, a very different argument was raised: 'I definitely don't look at the high street, yet so many (independent) brands are too expensive. They spam you on social media. Then you turn up somewhere and everyone is wearing the same thing! Increasingly I lean towards thrifted items but from classic brands where you can guarantee the cut and craftmanship. That's still important to me.'
Now, meet my husband, Ollie.
Background: He won't thrift, he doesn't have the patience for Ebay and he's a stickler for cut. He believes The King is the best dressed man on the planet (and so he should be with everything made bespoke). The last item Ollie bought was a jumper from Campbell's of Beauly.
He's slim, 6ft 4in. He loves fishing. His dream would be a bespoke suit for his tall frame from Montague Ede. For now he'll make do with John Lewis or Gieves (on sale). Mostly, his job now legitimately dictates a new style; he works in regenerative farming. (The great outdoors requires a great new wardrobe.)
What doesn't he like? As I shared on Radio 4 with Ed Stourton recently, my husband has a positive aversion to sunglasses with morning suits, logos on clothing (Fera just passes muster but I agree, no 40 plus man needs don the 'Lager than life' T-shirt any more).
He's also averse to neon block-print shirts (the everyday uniform for many men this summer) and… Nehru jackets. Knowing this, I chose a selection of items from brands he (mostly) hadn't tried. I even threw in red linen. Groundbreaking. It was certainly an interesting exercise, scroll down for Ollie's verdict below.
A few rules for him (and her)
What's reassuring for those of us wanting to invest in newer names is that men's fashion doesn't move so fast. (In 2025, the value of the UK women's apparel market, at £47bn, is nearly double the size of men's). There's less room for error, there aren't trends per se. I truly believe cut and fit and the ability for easy-layering, are the key things to look for. And size up to avoid button 'strain'. The way a trouser leg falls over a boot or shoe is key.
And, to gentlemen who may be reading, you do need a second opinion from an onlooker.
Back to my film director-friend: 'A glance in the mirror doesn't tell you how clothes actually fit your body which arguably explains how so many men (myself included) have been stuck wearing the same trousers for so long, despite them being so unflattering (on me)!' Cue shopping advice from 'the boss'.
What Ollie wore
Three looks, three clear pieces of feedback. This is what Mr Chadwyck-Healey thought:
Look 1: Red outfit
'If I showed up in this jacket all my friends would just take the mick as this is such a departure. I'm not David Beckham, Ginnie! I do love the trousers, I love the t-shirt and trainers, but the jacket feels a step too far – however it's practical, the layering works really well, it's a look I'd wear all day… so I'll let Ginnie 'win' this one. (Does it come in blue?)'
Ollie wears: Linen jacket, £340 and linen blend trousers, £260, Original Fibres; Organic cotton t-shirt, £45, Neem London; Vegan leather trainers, £150, Grenson. Ginnie wears: Cotton dress, £395, Wiggy Kit and suede espadrilles, £145, Castaner
Look 2: Shorts outfit
'I am not one for cargo shorts and I definitely don't want shorts below the knee so these were perfect and I'll be visiting Luca Falconi as soon as I can (afford). I'd wear this Fera jacket to bed, if I could. It's the perfect weight and colour. I'm not sure you can get more blues into this outfit….. A 'win' to Ginnie – but these shoes are horrific!'
Ollie wears: Quilted gilet, £135, Fera; Linen shirt, £105, Aspiga; Linen shorts, £130, Luca Faloni; Suede trainers, £89, Dune
Look 3: 'Smart' outfit
'I genuinely love cardigans and tank tops; the wannabe Italian in me. (I hadn't heard of William Crabtree as a brand.) This is a good way to smarten up a pair of jeans and since my job is not always office-based, I would happily wear this for meeting farmers at an agricultural show, as much I would for a winter's dinner with friends. Plus I'm all for wearing more British brands.'
Ollie wears: Twill shirt, £105, Campbells of Beauly; Lambswool waistcoat, £195, William Crabtree; Suede boots, £275, Sanders; Lee jeans and blazer, Ollie's own
Ollie's verdict...
'We both work in sustainability so I'm genuinely happy Ginnie has chosen brands that have strong ethical values at their core, else I'd feel such a hypocrite. I really don't shop often so when I do I want a quick decision, good fit, versatility (for work and play) and good value. Let's not pretend I'm going to be experimental. (No Brad Pitt sarong moments for me…) Thankfully I can trust my wife, of all people, to seek out some gems – even if, truth be told, I just can't break out from blue!'