Interview: Luke Storey, School of Style

Luke Storey – photographed by Miguel Starcevich

We’ve long been in an era of The Stylist. Never-before has the art & importance of wardrobe styling been so heavily recognized by the media & public at large. And with all the added attention that stylists are getting, of course, we’re seeing growing professional interest and a rise in the number of aspiring. But how do you know if you have what it takes – to make it in one of the industry’s most elusive positions? Luke Storey is the stylist, guide & all-around charmer, who can show you the way…

I’ve had the pleasure of knowing Luke Storey for a while now. And it really is a pleasure to know him. Luke’s been operating his School of Style here at SMASHBOX - showing students the styling-ropes & rearing a new crop of hopefuls in an ever-evolving industry. And you really can’t ask for a better teacher. He’s got to be one of the most patient & relaxed people I’ve met (in a very impatient & non-relaxing profession. And city). Sure, he’s got the whole tall-dark-&-handsome thing. His resume includes work with Marilyn Manson, Kim Kardashian, and David LaChapelle. He’s even been on episodes of The Hills. But don’t be intimidated or fooled, Luke Storey is as nice and down-to-earth as they come…

Lauren Messiah & Luke Storey, the duo behind School of Style – photo by Miguel Starcevich

SB: So Luke, let’s start with how you got into styling?

I got into styling in a roundabout kind of way. I was 19; playing in bands & running around the rock scene in Hollywood. And, although I didn’t even know what a stylist was at that time, I was the stylist for every band I had been in.

I was also doing some modeling when I first moved here from San Francisco. I met a girl on a job (as models do) and she happened to be the stylist. A few years later, I was house sitting for her while she was away on tour with Tina Turner and started FedEx-ing things for her & running around town, being a gopher. I learned how to do returns and pick-ups. When her “real” assistant decided to quit, I became her new assistant. She was very tolerant and patient with me considering I knew absolutely nothing about fashion. I think I had a pretty good eye but I didn’t know how to pronounce “Dolce & Gabbana,” let alone spell it.

My first job with her was with Aerosmith, which was very demanding and stressful, yet very surreal at the same time. One minute, I’m a homeless musician and the next minute, I’m sitting there drinking O’Douls with Steven Tyler; getting lectured on how to properly tailor his leather pants.

Styling by Luke Storey

Styling by Luke Storey

SB: And here we are 13 years later. Do you specialize in any area in particular?

I would say that, throughout my career as a key stylist, I have specialized in music more than anything else. It’s something that comes very naturally to me. It’s probably because I’m a musician myself. I grew up around musicians, so I relate to them really well. And image is such an important part of an artist’s whole persona. Music has always and probably always will be at the forefront of fashion.

SB: Enlighten me…

To me, musicians dictate fashion. Music is highly influential on fashion and culture in general. Every decade that has a “style,” has one that’s indicative of what was going on in music. Like when you consider fashion in the ’60s, you don’t necessarily think of what Yves Saint Laurent or Valentino were doing at that time, do you? No. If you’re the average Joe, you think of The Beatles, The Rolling Stones, Jimi Hendrix. If you say ’70s, you get punk, glam or funk: The Sex Pistols, David Bowie, or Sly Stone. For fashion in the ’80s, it’s Madonna, Run DMC, Michael Jackson, or hair metal. I’ve always believed that musicians are the ones to look to. They’re willing to take more risks and they have the platform and freedom to do whatever they want. It’s music in fashion that dictates what’s cutting edge.

Styling by Luke Storey

SB: Can you speak on the growing popularity of styling as a profession? And how that it’s evolving?

Everyone knows what a stylist is now. When I started out, if I told someone I was a stylist, the first thing they would say was “Oh, so you do hair?” Thankfully, most people today (if they are somewhat aware of pop culture), know what a stylist is. And the more widely known wardrobe styling becomes, the more people there are who want to do it. So, in a way you could say there are more people out there gunning for my job, which on the surface could seem like a bad thing. But my personal philosophy on that is this: As more people come to know what a wardrobe stylist is, the more people there are in the general public that want one of their own. And that’s one way that it’s kind of changing. Not only do A-list celebrities have stylists, but now also B, C and D celebs as well. I mean, I am a stylist but I’d love to have a stylist myself, y’know? You also have executives and other high-profile people, who want personal stylists. So I think it goes both ways. Supply and demand feed each other.

SB: How would you describe your personal style?

I keep it very simple. Meaning: 98% black, 1% gray, and 1% white. Pretty rock-&-roll, I guess. Every time I try to switch things up and wear some color, I just feel silly. I like to look put-together yet, I need to be comfortable in order to work. I drive and walk all day long, so I’m not rocking anything too confining. Today, is about as fancy as I get. (*Note: Luke is wearing a black Dior Homme blazer).

Luke Storey

SB: Who are the other stylists you admire?

That’s easy. It’s the people I came up assisting. I’ve worked for some amazing people: Andrea Lieberman, B Akerlund, Carol Beadle, Lysa Cooper. My favorite is Trish Summerville. I really admire her & learned a lot about the business, and running a tight ship from her. A consummate professional she is.

SB: And now it’s you who’s schooling a newer generation of aspiring stylists. Let’s talk about School of Style and how it operates?

I started School Of Style 2 years ago. Then last year, my partner Lauren Messiah and I joined forces and continue to expand and develop the school. Currently, it consists of Class 1, Class 2, and Class 3. We hold all 3 classes here at SMASHBOX in LA. And Class 1 and 2 are held at the Ace Hotel in New York City. The classes are set up so that a student can potentially walk in knowing nothing about styling and walk out with some images for their portfolio.

You have a lot of people that are currently going to FIDM or they’ve been to some sort of fashion school and learned about merchandising or design and what they really want to do is become a stylist – but they have no clue how to get into the business or how the business operates. They might have great style, know everything about fashion and the history of Balenciaga, but they have no idea how to break into the business.

Luke leading Class 1 for School of Style

So that’s really what Class 1 is about. It’s a two-day class, where we teach everything from how the unions work, how to fill out a time-card, how to find an agent (if you even need an agent), how to get assistant jobs & internships, the different types of jobs and how they operate (there’s a different system for each type of styling job. If you style a music video, it’s a totally different system than styling an editorial), tons of insider tips on things to avoid, and a lot of what we teach has to do with etiquette on set. What I start with in Class 1 is basically how the business works. And that seems to be the most mysterious part of it to most people.

SB: And Class 2 & 3?

Class 2 is a one day class where we teach students about fashion, personal style, dressing different body shapes and styles, trend forecasting, personal shopping, fashion do’s and don’ts, how to mark alterations, pinning and clipping, etc. So it’s more about how to actually style. Lauren Messiah teaches portions of this class, as she has a strong fashion background and education.

Class 3 is basically a test shoot that we produce at Smashbox for the students. We bring in a great photographer, hair and makeup, models, and of course a huge selection of clothing, shoes, and accessories. Basically, all the student has to do is walk in, get some quick direction, start putting looks together, style their models and then at the end of class, walk away with some fantastic images to start their books. Class 3 is cool because there are no prerequisites. It’s a great service for anyone who just wants to update his or her portfolio.

An image from the Portfolio Class

SB: What’s one timeless tip you can give us?

If you stick to monochromatic schemes when putting together an outfit, you can’t really lose. Some people have faulted me for this habit – but to me, the quickest way to ruin an outfit is to throw too many colors into the mix (unless, of course, that’s the whole point of the look).

SB: Who are your favorite designers?

I would say my all-time favorite has got to be Alexander McQueen. I also love Balmain, Alexander Wang, Alaia, and of course, Chanel. For menswear, I love Rick Owens, Dior Homme. Gareth Pugh is probably my favorite newer designer though. He made the sickest vinyl poncho for Marilyn Manson on the most recent tour I styled. Sort of like a huge fucked up shower curtain. Sounds weird, I know. You had to see it to appreciate it.

Looks from Gareth Pugh FW 2010/11

SB: Tell us some of your favorite places to pull from?

My very favorite place to pull is probably Maxfield – because it’s like a museum. Everything in there is just beautiful. The buyers have always been fantastic and you’ll find a lot of pieces there that you won’t find at other high-end stores. Church is another store that I’d like to give props to. Church has a lot of very avant- garde up & coming designers. Plus, a great vintage section; very unique jewelry.

SB: And favorite LA spots in general?

My favorite LA spots are primarily places where I can be outside (especially with my job, where you’re in your car all the time). Griffith Park is my favorite Hollywood spot. I just like…lay on the ground. Maybe smoke a cigar. Or go hiking barefoot. That’s how I decompress. Malibu, Venice, anywhere where there’s sun and water. I’m horrible at making the scene and clubbing. I get so bored. My idea of a good time is going to Erewhon for a wheatgrass then heading over to Beverly Hot Springs for a two-hour soak. Not very rock and roll but…hey, I just turned 40.

SB: What’s something that most people don’t know about you and would be surprised to know?

…That I’m a total nerd. My favorite thing to do is watch really heady documentaries on my laptop. I was watching one yesterday called The Living Matrix – it’s about quantum physics & physiology. I have tons of UFO and conspiracy docs too. Chemtrails are my pet obsession at the moment. I also read obsessively. My current favorite is Power vs. Force by David Hawkins. Amazing. Just drove all the way to Sedona to see him speak. And yes, I had an aura-photo taken. Apparently, my energy is very blue [laughs].

SB: Complete the sentences(s)…

Always…love everything and everyone – all the time. No exceptions. Well, I’ll make an exception for bejeweled Ed Hardy hats and Affliction t-shirts.

Never…take yourself or anything too seriously.

Lauren Messiah & Luke Storey – photographed by Miguel Starcevich

Want more information on Luke Storey and The School of Style? Check out www.theschoolofstyle.com