Amy French Robson: Columnist
Welcome to the soft power era. We are at the mercy of its subtle and sophisticated influence. You might not have noticed its prevalence and that’s because this is exactly the wearers intention. The style doesn’t aim to make a splash. It is quietly confident. Stealthy.
You may wonder what business these two highly conflicting words have being slung together? How can one be soft and powerful? First let’s consider what power means in 2025. We look to Taylor Swift for enlightenment. Her revolution has shaken off the old stereotypes of what influence looks like. Demonstrating where elegance and strength can become harmonious. It might not sound conventional, but it’s undeniable and it’s paving the way for a new era of power. All the puns intended there thank you Taylor.
Is soft power dressing new? Hell no. Fashion has long been used as a conduit to make a statement to the masses. So naturally many have used this style technique to assert discreet authority through the years. The classic examples that spring to mind being Princess Dianna, Audrey Hepburn and Jackie Kennedy. Where style spoke louder than words. We can even look to Louis XIV, who united fashion and power within Versailles, his strategy establishing Paris as the capital of style. Oui oui. And here it comes, quietly seducing us yet again. In 2025 soft power allows for everyone to embrace their femininity. Think Timothée Chalamet. Harry Styles. Today’s take is certainly androgenous, with suits and blazers featuring prominently. It is femininity meets masculinity and it is serving.
Mastering soft power in your wardrobe consists of several key elements. Tailoring is crucial. The style calls for your blazer to be structured, yet relaxed. The vibe is giving – you are wearing the suit, the suit isn’t wearing you. The colour of the season is powder pink. Is pink too on the nose? A little. Cliché? Perhaps. But it’s undeniably iconic. Don’t worry, pastels get an enthusiastic nod here also. We look to Chanel’s latest haute couture show. The timeless tweed skirt suit was highly featured. The pinnacle of 80’s power dressing. The sorbet hues giving it notably softer edge. This is making a statement, but gently. It may be no coincidence that the 80’s was a time of uncertainty. Therefore, perhaps it makes perfect sense that in today’s turbulent world, fashion is harnessed to regain a semblance of control. On another level, could this also be reflective of a cultural shift? Does trying too hard begin to appear slightly grotesque in today’s climate?
Not long ago, soft power dressing made a loud declaration. Such as when Freddie Mercury strut out in a sequined bodysuit, or perhaps when David Bowie transcended into the Ziggy Stardust. This was not merely fashion… this was a statement. A risky f*** you to tradition. But now? Not so much. Some might argue that we live in an era where gender-fluid fashion is not only widely accepted, but a selling point. We are looking at you Jaguar. Is it really all that radical anymore?
This aesthetic is as market-tested as anything. In fact, so much so, we wonder what popular luxury brands wouldn’t readily wrap rebellion in silk and whack on an extortionate price tag. One might deduce that dressing ‘softly powerful’ isn’t influential at all, but even, painfully vanilla. Say it isn’t so. Well, that’s for you to decide. Could this be the point? The lack of moral panic, in the male and female wardrobe, could be a resounding victory. Maybe the fight has already taken place, leaving the battleground wide open.
Video: CottonBro Studio
Don’t be into trends. Don’t make fashion own you, but you decide what you are, what you want to express by the way you dress and the way to live. Gianni Versace.
This style ought to be a softly spoken command to be taken seriously. It should exude confidence. To be worn with an understanding that we don’t need to enforce authority, but we are secure enough in ourselves and who we are to sit back and still be cooly in charge. As Aesop, the ancient Greek fabulist, once wrote ‘persuasion is often more effectual than force’.
Soft power shows a distinct strength that is refined and sophisticated. Perhaps some might see this as too minimalist. If your style is bold and edgy, it might not be for you. Why hold back for a potentially fleeting trend? I hear you.
For some this will be just another look. But for those wanting to feel more in control, this could be the style that changes everything. And perhaps soft power dressing never truly fell out of fashion but rather, silently endured. Waiting patiently until the world needed it again. A continuously adapting phenomenon that becomes a way of life for some. For those who’s clothes represent an extension of themselves and their strategic approach to the world. Could this be for you?
