When I received an email from Sammy Aki introducing “The Groom Style Consultant”, I was immediately intrigued by the idea. An entire company dedicated to a much neglected, but essential part of weddings…. the groom!
Sammy has an extensive background as a fashion stylist and consultant who focuses on British brands. She also worked as PR Manager for the UK’s oldest bridal brand, where she noticed that the groom was definitely an after thought in the style stakes.
I did a short interview with her to see what The Groom Style Consultant was all about.
Sammy, to you, what makes a perfectly styled groom?
“Know first who you are, and then adorn yourself accordingly.” – Epictetus
You need to own your style in every sense of the word. I often see in wedding photos the groom all suited up but unfortunately looking very awkward. It’s so important that the fit and the cut of your outfit works with your body so that you feel at ease. That makes an elegant groom, not the designer label.
Key elements of our groom’s character are always considered to ensure that his outfit reflects his personality whilst being in keeping with the wedding. For me, subtle hints that nod to the fact that you are marrying the gorgeous lady next to you are also important. I’m anti matching, but looking like you came together is always a bonus.
What’s the idea behind The Groom Style Consultant?
Over the last decade I have predominantly worked within luxury menswear and during this time I have witnessed many men rushing in search of their wedding attire and 12 matching ties a week before their wedding. Here I’ve noticed a kind of vulnerability and fear in their eyes and they fall victim to just buying anything just so they can return home. This is an awful mistake. Having dedicated myself to menswear, I know there are so many amazing brands on the market and men just need someone to bring them to life in a genuine way. So that’s where The Groom Style Consultant comes in. It’s so important to choose the right thing for you, as unlike your bride you can wear your outfit again and again.
I believe that, like their brides, all grooms should enjoy getting together with their best man and having a great experience whilst getting individual expert advice.
What kind of services to do you offer?
In essence it is a personal service so that my clients request can really vary, but I feel the service can be broken into…
This is where I draw on my breadth of experience; I create mood boards for individual clients taking into account their personalities, aspirations and themes of the wedding. I work in the same way I do when pulling for a shoot, looking towards the iconic and the new for inspiration. I find this is a great way of presenting, as clients often have an idea of what they want but can’t express it or find it. Once we can picture it I can then set off and source or create it.
With access to exclusive luxury personal shopping suites I am on hand to edit and present what is key to you, delivering on quality, detail and heritage, keeping this at the forefront no matter the budget. There is no need for you to waste hours trawling all the stores with your best man as I will have done that for you. The aim is to make you both have an enjoyable, streamlined experience and alleviate any stress and concerns taking you through your individual options. So you just turn up and try on the selected options before you.
Having worked on Savile Row I am fortunate to know and work with some extremely talented cutters whose craftsmanship and dedication to their art is second to none. I am able to recommend and offer my clients a truly unique and awe-inspiring experience. Fully crafted by hand, all paper patterns are cut and kept for you.
I also appreciate that budgets are at times restricted and as I am also trained in made to measure, this is an option available to my clients. Together we can design your ultimate outfit, including personalized details. I work with British Mills to produce an exceptional garment that can be treasured and worn through the years.
DESTINATION WEDDING WARDROBE
This consultation service is not just for the groom, but is available to the bride as a little helping hand. From experience I know there is a crazy amount to prepare for a destination wedding and a lot to pack. With couples often having a welcoming party for guests before the wedding, a few gorgeous outfit additions may be needed within the suitcase.
As a seasoned globetrotter and having worked on the creation of a luxury British swim and lifestyle brand, I know a thing or two about holiday wardrobes for the beach to the mountains. I also have a rare addiction to packing.
With this in mind, I offer clients a service where I create outfits from your existing wardrobe and discuss what you feel is missing. I then source all the pieces you will need, for the trip of a lifetime.
Do you have any general advice for destination grooms?
Give your outfit the thought and time it deserves, especially with a destination wedding. You may think that you can quickly pick something up 2 days before you walk down the aisle but I assure you, you are causing yourself a world of pain. The shops (including online) work in seasons, and as soon as August comes along you’ll be faced with cashmere and mohair, not helpful when you are getting married on the beach in October.
During our consultations I go through these scenarios with you in order to ascertain if we are better suited to buying ready to wear, or making something especially for your destination wedding. I also have the advantage of knowing what will be available a year ahead so have the capability of pre-ordering everything for you.
Thanks a lot Sammy for these insights!
I also asked Sammy to do an outfit for a destination groom, so make sure to come back later when she shares her inspiration for a stylish beach groom!