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Welcome to The Quality Makers, an interview series highlighting pioneers in the direct-to-consumer space. Join us as we get an inside look at the world of digital shopping through the eyes of the individuals shaping it…
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I was thrilled for the opportunity to chat with Coco Schiffer as she reflected on her journey from a fashion-obsessed closet hoarder to a thriving stylist in New York. Schiffer – who harnessed the power of social media to launch her career – focuses on personal style, capsule wardrobes, and the importance of foundational pieces while encouraging clients to express their unique identities through fashion.
Her story is a blend of hustle, creativity, and that unmistakable New York flair. Join us as we chat about harnessing your own personal style, the truth behind trends, and the fashion rules she lives by…
TQE: Can you tell us a bit about yourself and your journey in the fashion industry?
CS: I have been a closet hoarder since the day I was born. My mom obviously didn't love that, but I was always drawn to collecting pieces and over-accessorizing. Basically, fashion has been my background forever.
In 2014, I moved to LA for school where I studied communications and immediately started finding internships in the fashion industry. Since day one of my freshman year, I used LA as my campus. I worked for Who What Wear and The Zoe Report before getting into the talent sector. I spent nearly six years as a Talent Manager for influencers, which provided me with access to a range of brands and talent. This experience taught me how to effectively collaborate with clients and deepened my understanding of the industry.
I love LA, but I eventually felt pretty isolated, especially within myself, so I decided it was time to move to New York. I know this is so freaking corny, but I was really inspired by the street style and people taking risks here which led me to want to put myself out there. Around October of last year, I started focusing more on my social content and building my online presence. I probably had less than 3,000 followers, and I just posted on my Instagram story: “I'm open for styling if anyone needs help, let me know.” I was blown away by the response. I had no idea that was going to happen, so I frantically put together inspiration boards, started posting more on socials, and took on virtual clients – and here we are today.
TQE: Moving to New York, how do you feel this city has evolved your personal style?
CS: I've always had a very tailored, classic look, but having access to more brands, new designers, and endless vintage stores at my fingertips has built on that even further. Just walking down the street to go to a coffee shop, I stumble upon a cool new boutique that I've never seen before. That's been huge for my personal style and leaning into the things that I love to wear every day. It's the access!
TQE: You talked about how you started your career in influencer and talent management, and that your styling career took off from an Instagram post. How do you think social media has impacted your career?
CS: Oh my gosh, it's everything! I had no traditional styling experience, and I'm proud to say that. I do, however, think people wonder how I’m able to style celebrities and massive shoots with no experience.
Number one, I'm confident in myself and my abilities. It's being able to have the eye, and I’m confident in my eye. And two, I have a very refined personal style which my clients are able to see through my social media–something most traditional stylists don’t do.
I really can't point to any stylist today who posts content of their own outfits as much as I do. I've paved a new path in that way, which is really exciting and obviously nerve-wracking. But, to your point, social media has been absolutely everything. Being able to showcase my personal style shows I have a signature that clients are drawn to.
TQE: How does your approach to styling differ when going to style yourself versus your clients?
CS: When I style my clients, I always try to focus on what makes them feel comfortable. I go into their closet and help them identify their three defining words to describe their personal style. Many struggle to articulate this on their own which is completely fine—that’s my job.
I try to build on what they already gravitate toward while gently pushing them outside their comfort zones. For example, I might leave a few buttons open on a button-down shirt or wrap a sweater around their shoulders. These little styling elements can encourage them to use their clothes in new ways.
I don’t want my clients to feel pressured to reinvent the wheel or feel the need to buy a ton of new items—that's not my vibe at all. There are plenty of styling tips that can help them reinvent their wardrobes without shopping constantly. This really supports the idea of a capsule wardrobe, as you can create numerous outfits from just a couple of foundational pieces. I’m not the stylist who wants my clients to replicate my style exactly. While they may come to me because they admire my aesthetic, my goal is to help them express their unique style, not to make them wear what I wear.
TQE: What is one fashion rule you live by for yourself and your clients?
CS: Add a belt. Seriously, a belt can transform your outfit. Even if you’re just wearing jeans and a white t-shirt, adding a studded belt makes a huge difference. There are endless possibilities with belts, and I’m definitely their number one fan!
TQE: What are some of your favorite brands at the moment?
CS: I really lean toward Japanese and South Korean fashion because their pieces tend to be more timeless and don’t lean into trends. Right now, I love brands like Source Unknown and Shop Pêche. These are more boutique-style brands that feature a lot of lesser-known designers who create really unique pieces.
For something more accessible, I love Totême and Sandy Liang. Another brand I’m really excited about is Kallmeyer; their pieces are incredible, especially the drapey styles they’re currently offering, along with tailored options. And The Frankie Shop is always a reliable choice!
TQE: What is your biggest piece of fashion advice for this fall?
CS: I’m not a huge fan of trends in general. I can identify them, but I prefer to be cautious when discussing them. I don’t like the idea of everyone rushing to buy specific items, like suede jackets or brown suede boots, just because they are trending.
I think it’s important to pause before making a purchase and consider whether you will genuinely wear something, like that Bordeaux trench coat, in the long run. I want to emphasize the importance of defining your personal style first. If that trench coat is something you will cherish forever, then go for it! I’m your biggest fan if that’s what you love. There’s a distinction between what’s presented and what’s actually practical for everyday wear.
TQE: What are your biggest tips for feeling fashionable and current in your clothes without being overly trendy?
I cannot emphasize enough the importance of having a capsule wardrobe, starting with a quality white button-down shirt. When I say "investing," I mean in whatever way works for you—whether that’s a $1,000 button-down from The Row or a less expensive shirt that’s still better quality than one from Zara. It’s essential to invest in those foundational pieces, like tailored black trousers, a classic black blazer, and loafers. These items form the backbone of your wardrobe, allowing you to have fun with trends through accessories.
For example, you can add a maroon scarf from a street vendor for a seasonal pop of color or a vibrant red t-shirt. The key is to avoid rushing into fast fashion brands, feeling overwhelmed by countless options, and ending up with a closet full of items you can’t wear more than once. My philosophy is to build a solid capsule wardrobe first, then have fun with accessories and seasonal trends.
Having those foundational pieces is crucial. Many people ask me what to wear for date nights or birthday parties, and my answer is often simple: jeans and a t-shirt. You can elevate that outfit with a fun belt, a blazer, or a stylish pump. People often want to stand out but don’t have the right pieces to create cohesive outfits.
TQE: You just attended Fashion Week. Were there any common themes you noticed that you can’t wait to see become more prevalent this spring?
CS: One major trend I noticed on every runway was the use of organza—a flowy fabric that adds movement to designs. Since it was spring, this makes sense; organza is lightweight and not very warm. For next spring, we can expect to see more organza, along with lots of textures and flowy fabrics, which is really exciting. I’ve been incorporating organza into my wardrobe over the past year, so seeing it featured on runways means it will soon be more accessible in stores. I’m particularly thrilled for the modern masses to have access to it as well. For instance, I spotted a gorgeous cropped cardigan by Simkhai that was slightly sheer. While it wasn’t organza, it was beautiful.
TQE: If you could raid anyone’s closet for a day, whose would it be and why?
CS: I'm really into 90s minimalism right now. It's taken over my brain. I think because I am so busy, and I'm running around the city all day for clients, minimalism is my go-to. I would love to raid a Kate Moss, Cindy Crawford, or any of our 90s supermodel. I'm sure their closets today are filled with archival pieces that I just cannot even begin to imagine.
TQE: Do you have any upcoming projects that you can share with us?
CS: I recently launched my seasonal superguide, which was inspired by all the discussions about capsule wardrobes. Last year, I realized how often I talked about this topic and wanted to help people create their own. So, I developed two seasonal superguides. I just released the fall guide, and the winter edition will be coming out in a couple of months.
The guides are over 40 pages long and detail all the essentials you'll need for the season. As a stylist and influencer with access to a wide range of products, I’ve sifted through countless white t-shirts, and I’ve selected my top five favorites to feature in the guide, along with the best jeans, kitten heels, and other must-haves. You can purchase my fall superguide through the link in my bio on Instagram or on my Substack.
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