Effortless.
It’s a feeling we all crave—especially when life may feel anything but. We juggle plans, decisions, responsibilities... and somewhere in the middle of all that, we’re expected to show up looking confident, polished, and composed. That pressure? It can turn getting dressed into yet another task on an already long list.
You know the drill: 30 minutes of trying things on, second-guessing what works together, changing your shoes, switching your bag, and wondering if you’re overdressed, underdressed—or worse—just uncomfortable. And once you finally settle on something, you’re still fussing with it in the mirror, questioning if your outfit suits the day ahead.
We all admire that “I just threw this on” kind of look—the one that feels easy, unbothered, and somehow still perfect. But here’s the truth: when it’s done right, you really can just throw it on—and trust that it works. That kind of confidence doesn’t come from having more clothes but from having the right ones. And that’s exactly what I’ve been perfecting for the past 40 years: helping women feel great by making getting dressed truly effortless.
Making Effortless a Reality
Effortless dressing doesn’t happen by accident. It’s something I’ve spent the last four decades helping women achieve—because I’ve seen firsthand the confidence that comes from a wardrobe that works for you.
There’s a reason this approach works: it’s not a trend, it’s a formula.
In the early 1980s, I began sketching a system that would simplify fashion—not with rigid rules, but with structure that made style intuitive.
It’s the same philosophy we continue to use: a carefully chosen edit of pieces that easily mix, match, and multiply your outfit options. Yes, it takes a bit of upfront effort. But after that? Everything just clicks.
The beginnings of our Formula to Fashion Success: [H9] + 9 = 36
The Formula: [H9] + 9 = 36
While we may have refined the look and language of the formula over the years, its principles remain exactly the same. It’s not about building a capsule just for the sake of it—it’s about creating a wardrobe that makes sense, and makes getting dressed the easiest part of your day. These are the pieces you come back to again and again. The ones that take the pressure off your mornings and replace it with quiet confidence.
Knowing what makes you feel good—what feels like you—means you’ll instantly know what to reach for, and what to walk past. It takes the guesswork out of both getting dressed and shopping, because you know exactly what works for you and why you’ll love it.
We’ve built a full [H9] + 9 wardrobe for each style personality this season. If you haven’t yet, take the quiz and discover your style personality. It might just change the way you shop—and dress—forever.
There’s a reason we’ve followed this formula for over 40 years: it works. Because looking effortless is less complicated than you think—if you do it right from the start, you’ll never have to think about it again. It means no longer choosing between looking effortless and feeling effortless—you get both. Wishing you a Sunday filled with ease, confidence, and just the right amount of “thrown together”.
xo, Jo-Ann