Archetype: Lover/Aesthete

In 2001, the book “The Hero and the Outlaw” by Pearson and Mark came out, originally about branding and positioning. That’s when everyone suddenly realized how deep and fascinating this topic actually is — and how perfectly it applies to personal style.

There are 12 archetypes in total, and today, in a nutshell, I’ll tell you about one of them. It has the most direct connection to me, as you might guess :)

What unites the Lover and the Aesthete? Both are about love and beauty — always walking hand in hand. This archetype is about sensuality, revealing certain parts of the body to seduce and invite others into a world of pleasure.

You’ll see lots of open details: necklines, slits and cutouts, heels, elegant footwear, and a love for adornment. Silhouettes melt into the body; there are no harsh textures or rigid lines. This archetype lives in a world ruled by love — a safe world — which means clothing doesn’t need to serve as armor.

The spectrum of self-expression is wide: from a dreamy, delicate maiden to a fiery Carmen. Which means the colors and textures will vary depending on the heroine’s temperament.