I met Ashley Brooks a few years ago through mutual friends in the biz. I was immediately struck by her beauty, friendly charm and confident, easy approach to her personal style. When I learned that she worked as a designer for Kohl’s Department Stores right here in the Milwaukee area, I wanted to find out more about what drew her to follow a life in fashion. In addition to her full-time corporate position at one of the top-four fashion retailers in the nation, she offers her professional advice to locals in need of sartorial intervention through a nationally credited style consulting company.
Her stylish story helps make our city unique. Her opinions are spot on, with a dash of Scarlet O’Hara no nonsense to boot. Here’s a Q&A I recently did with her, about work, style and pulling it all together for the fashion challenged.
Where are you from originally?
I am a true Southern gal, born and raised in North Carolina. I came to Milwaukee by way of Birmingham, Ala.
What is your day job?
I head up the Kids’ Design and Art Teams in Product Development for Kohl’s Department Stores.
Title?
Design Director.
How long have you lived in Milwaukee?
About 5 1/2 years.
How long have you been a fashion stylist/personal shopper?
I’ve officially been the Wisconsin Urban Darling stylist for about a year, but I’ve been styling friends as well as myself for as long as I can remember! It’s in my blood. I was always the one my friends turned to when they needed wardrobe advice or wanted a shopping buddy for a big event outfit. I realized that I could parlay something I loved doing into a side business!
How does Urban Darling work exactly? It is a national company that has regional advisers?
Corinne Phipps founded Urban Darling in California about four years ago. She and a handful of local stylists were revamping the wardrobes and mindsets of women in the San Francisco Bay area when she realized there was a need for her services in probably every city in America. About a year ago, she went national and began licensing the Urban Darling concept across the country to other entrepreneurial women. We like to think of Urban Darling as “the working woman’s stylist.” We are accessible, affordable and practical for the needs of real women. Most of us will never need to be styled to walk the red carpet, but the average woman would be amazed at what a wardrobe tune-up can do to simplify her life and jump start her self-confidence.
What services do you offer?
If it involves clothing/wardrobe and you need it, we’ll do it! We have an initial complimentary style consultation with clients (prior to working one on one) to fully understand their dreams, lifestyle, budget, wardrobe goals and style aspirations. The Closet Audit literally reviews and edits the entire contents of your closet. Along with getting rid of anything that no longer fits, is out of style or is too worn out to see the light of day, we also rework your existing wardrobe into fresh new outfit ideas. The audit usually uncovers quite a few needs in the existing wardrobe, so that’s where the shopping comes in. I like to view initial shopping trips with clients as an educational experience; we want the client to understand proper fit, the silhouettes/colors that are flattering to them personally and how to use accessories to update and complement their existing wardrobe. We don’t approach our work in a cookie-cutter, formulaic way. Every client is an individual, so we help them develop a style and a wardrobe that reflects and enhances their lifestyle, career and unique self.
How do you charge?
Rates vary based upon the services and needs of the client. We do offer packages, such as “Chic Mommy,” “Virtual Stylist” and “Shop Your Closet,” along with couples styling and event styling. I also work with clients by the hour, for as much or as little time as they want or need. I get that not everyone needs a closet audit and not everyone needs to shop, so I can completely tailor my services to fit both the client’s goals and her budget. The skills we teach clients end up saving them money because they learn to shop smart and don’t continue to waste their clothing budget on items that don’t flatter them, that hang in their closet forever with the tags still attached, or that just don’t work at all with items they already own.
What type of jobs do you typically do for someone here in Milwaukee?
The Closet Audit is by far the most popular service here in Milwaukee. Everyone has seen a makeover show on TV and has thought, “Wow, I need that kind of closet purge and fresh start!” The majority of my clients are just frustrated by standing in front of their closets every morning, despairing that “I have nothing to wear!” However, the case is usually that women have too much to wear, and the majority of the choices hanging in front of them just don’t work in their wardrobes and don’t match the image they want to project. I edit and restyle their closet’s contents while keeping their updated style goals in mind. Then I suggest the fill-in pieces that will freshen up and finish their look. The wonderful side effect is that with fewer, but smarter and better choices in the closet, getting dressed is a breeze instead of a chore.
How does a Southern girl survive our Midwestern winter with style?
It’s challenging since it’s absolutely essential here to wear a functional coat. Outerwear that could double as a sleeping bag hardly passes as cute, so I rely heavily on winter accessories. I love brightly colored gloves and scarves in unique textures and yarns, and have become quite a fan of cute hats. I’ve also learned the hard (and expensive!) way that multiple, lighter layers are more practical and comfortable than investing in heavy, chunky wool sweaters. I love layering with the new draped, closure-less cardigans that are out at every price point now.
How does a potential client get in touch with you for Urban Darling services?
My personal Urban Darling website with contact info is here. There is also a link for interested clients to complete our online profile on the website. Once I receive the profile, then we will discuss the client’s needs, goals and dreams in the complimentary phone consultation, and we go from there to schedule the appropriate Urban Darling services!
With that, she was off again to heed the call of Kohl’s and tackle another unsightly fashion casualty with her down-to-earth wit, talent and skill. Ashley is the perfect symbol to illustrate yet another reason to see Milwaukee as a totally creative place, and an amazing, fascinating and fashionable city to proudly call home.
