I’ve always been drawn to the human side of fashion—the emotion, the connection, and the spark that great service creates.

When I met Virginie Caplon—retail expert, stylist, teacher, and committed leader—I immediately felt her heart-led, soulful approach to sales and people. Her mix of creativity, precision, and genuine care makes her presence both grounding and inspiring.

I wanted to explore how retail and style, when approached consciously, can become tools for connection, confidence, and personal transformation.

So I asked Virginie a few questions, and this conversation is a glimpse into her world: retail from the heart.

As a store manager and style advisor, you’ve dressed and guided many women. What do you most often observe when they look at themselves in the mirror?

Most of the time, women have a critical eye on what they see in the mirror. These criticisms can be very demanding. But sometimes, it’s more subtle; they seem a bit uncomfortable: their backs are not quite straight, and their gaze shifts away, slightly avoiding their reflection.

Of course, it often depends on the body. Bodies that fit beauty norms tend to project more self-confidence than those that don’t. And it’s not necessarily a question of size; it can affect any body shape that doesn’t fit conventional standards.

And among confident women, have you noticed anything specific?

Often, their bodies match mainstream beauty norms. They tend to be sporty, slender, and graceful… Not “thin” in the strict sense, since a lack of curves can also create insecurities.

There are also women who feel great in their bodies even if they don’t fit the standards. That sometimes depends on what they’re going through with marriage, pregnancy, childbirth… These experiences shape how they feel in their own skin. Even external factors, like starting a new job, can shift their perception.

So yes, I can have XL clients who radiate genuine self-confidence, women at peace with their minds and bodies, who’ve learned to choose clothes that highlight their best features. No matter the size, what truly matters is how you feel in what you wear.

What guides you in understanding what a client really needs to feel good in her clothes?

Above all, curiosity and an intuitive need to support the client in finding the right fit and outfit. So that she walks out satisfied with the professional service, a smile on her face. Whenever someone walks into a store, there’s a need, sometimes very specific, like finding a dress for a wedding, or more general, like the simple joy of browsing new arrivals.

Some women window-shop just to explore, and even if they don’t buy anything, you can still create a connection by showing them the collections and chatting about trends and fabrics.

Every client entering is a challenging new game. To understand their needs, you have to ask the right questions.

Approaching a client without making her shut down is something you learn over time. Understanding her inner and outer beauty.

Then there’s the smile, the warmth, and the eye contact. You let her explore, but she knows you’re there for her. And if she wants to try something on, you never leave her alone in the fitting room. In fast-fashion stores, women try things alone and often leave without buying. In luxury, the fitting room becomes a space for exchange and advice. Even when a client insists she doesn’t need help, most are actually seeking guidance, quality, and a personal touch.

The dialogue, the questions, the smile, and making her feel comfortable—all of that builds a relationship. Depending on how much time and openness she gives you, you can go deeper: understand if it’s for a professional event or something else, and propose the best combinations.

I sell from the heart. I meet the client where she is—physically and mentally. I rely on her size and proportions, but also on her life moment and the energy she gives off. Whether it’s for a joyful event or for work, I adapt so that she feels good in her clothes.

What’s the most touching memory you have with a client?

I remember a Russian client from about twenty years ago. He used to come regularly to Stockholm for work. Back then, we had quite a few Russian clients at the luxury brand I worked for. One day, he told me it would probably be his last trip to Sweden and that he wanted to buy something special for his wife.

I didn’t know his wife personally, but I knew what she liked, so I showed him some beautiful pieces. That day, he was looking for a scarf to complete his purchases. I showed him several options; he chose one and then wanted a second. I suggested another, and he asked, “And you, which one would you choose if it were for you?”

I told him I loved the navy blue one, a velvet brocade with delicate patterns. He smiled, agreed, and took it. But when I went to wrap the gift, he said, “Actually… this one is for you.”

I had tears in my eyes. I was so moved. He said, “It’s not just your job; you do it with real heart, and you’ve always been…” It’s a memory that still touches me deeply.

When a client gives something because they feel that your work comes from sincerity, it means you’ve created something truly special.

After years working in luxury boutiques, what have you learned about women, confidence, and presence?

Most clients in luxury stores are open to conversation. They come for quality and service. They don’t have time to visit many shops. Some come twice a year to renew their wardrobe, buying everything at once.

There are different types:

Those who don’t always know what suits them—colors, shapes, trends. For them, our expertise is essential; they need to be guided.

Then there are those who already know what works for them. Even then, our role is valuable because we know the collections inside out: fabrics, cuts, drapes, pant lengths, jacket backs… We can advise quickly, then fine-tune after fitting.

In luxury, clients often seek natural materials, well-cut garments, and a perfect fit. They want someone who knows the collection perfectly and can guide them with precision. That’s where our expertise truly shines.

Confidence is often linked to whether the body fits current beauty standards. Regardless of age or shape, when women feel aligned with those norms, they tend to project more confidence. For those who don’t, that confidence can be fragile, and our role becomes crucial in helping them feel good in both their clothes and their skin.

And for women over 45 who feel invisible or out of touch with fashion, all those who don’t have these so-called “perfect” bodies, what would you say to them?

Forget beauty standards. What matters is finding clothes that fit your body and enhance what’s already beautiful about you. Your body isn’t the problem; sometimes it’s the clothes: too small, too stiff, or poorly cut.

A client might say, “I wear a size 38,” when her body would look better in a 40 or 42. What counts isn’t the number on the label but how the garment falls on you. When you wear the right size, you’ll actually look slimmer and feel more confident, even if it’s not society’s “ideal.”

What’s important is what you see in the mirror and how your clothes make you feel. I’ve accepted that I’ll never be a size 36 again, and that’s OK. Size doesn’t define your beauty, femininity, or worth. What defines you is your identity, your style, and how you feel in what you wear.

Today, whether I’m 36 or 40, I’m still the same person. I love the same things. Getting dressed again, adapting, and finding your size and your style—that’s how you reclaim your identity. And that’s essential to feeling beautiful and confident at any age.

How should brands and stores take that into account?

For years, they haven’t, and it still shows. Some luxury brands still feature 16- or 18-year-old models wearing clothes meant for women in their forties. It’s a real shock for clients; youth is idealized to the extreme.

A brand has a responsibility. It should honor its clients and celebrate diversity of age, ethnicity, and size. In luxury, progress has been very slow. We still see very young, very slim models, even though the average customer is older and has a completely different body. Some brands have started including models who are closer to reality, a size 38 instead of 34 or 36, or a few plus-size models, but it’s still rare.

Thinness remains the dominant beauty standard. A mature, slim woman is considered marketable. There’s a small shift toward age diversity, but hardly any toward body diversity. A few brands include one or two plus-size models out of twenty, and they’re still young.

Yes, things have changed since the 1980s, when curvier models represented a more mature, feminine ideal, but in today’s luxury world, the gap between the client and the image remains very real.

Finally, is there anything else you’d like to share that is important?

I don’t see myself as a salesperson. I’ve never been one. I’ve always been a style advisor. I don’t sell in the classic sense; I advise, I suggest, and the client decides. Yes, my advice often leads to sales, but selling for the sake of selling isn’t my approach.

Calling myself a “saleswoman” sounds cliché and negative. It implies I’d push anything just to make a sale, and that’s simply not true. I never offer something that doesn’t suit a client. I quickly analyze her body, look at what we have in store, and choose what will truly flatter her.

That’s why I prefer to say I’m a style advisor… or maybe even a “heart advisor.” I see the person in front of me. I don’t speak to a wallet; I speak to a human being. That, to me, is one of the keys to retail: working with heart and honesty.

Clients feel it. They know when you know your craft and when you truly care. And above all, all women are beautiful!

That’s my final word.