Upon arriving at his office just before 8 a.m. each day, Xander Maddox heads to the kitchen and lounge area where natural lighting floods the space through large windows.
Typically, his colleagues are not yet present at that early hour, so he fixes himself a cup of coffee and sets up his phone in front of the window, camera on, to record his outfit for the day:
A black leather jacket.
A vibrant blue sweater from COS, Margiela loafers, and two bowls of Raisin Bran for breakfast.
A white T-shirt, gray pants, and cherry red Nike Air Rifts, described as his “calm office fit.”
The whole routine takes about five minutes before he uploads the video.
“I try to maintain the same routine every day to keep it cohesive,” he mentioned during a phone interview.
Xander Maddox, a 31-year-old executive assistant at a finance company in Jersey City, N.J., pursues this routine not as part of his main job, but as a fashion content creator on TikTok, inspiring hundreds with his curated looks.
The world of fashion influencing, estimated to be a billion-dollar industry, attracts many creators aiming to transition it into their full-time occupation. However, for office-style influencers, their side hustle hinges on their primary source of income. They showcase and work on their style at real-life workplaces: law firms, tech companies, call centers, advertising agencies. Several times a week, they discreetly find suitable spots in break rooms or bathrooms to film their ensembles for the online audience.
After all, where else can one shoot #professionalfashion, #officeootd, and #workfashioninspo videos than at an actual workplace?
In conversations with approximately half a dozen office-wear influencers recently, one thing became evident: timing is crucial.
Posting one’s office style can sometimes have adverse effects. Last week, McLaurine Pinover, the spokesperson for the U.S. Office of Personnel Management, faced criticism after her workplace-style influencer videos, filmed in her office and shared on Instagram, coincided with her agency overseeing mass layoffs of federal employees as directed by the Trump administration. Following contact from the news outlet, she deleted her Instagram account, @getdressedwithmc.
Xander Maddox reflected on Ms. Pinover’s case, saying, “Given the current state of the world and the emotions surrounding the government, you need to be mindful.” He emphasized the importance of common sense when in a prominent role and avoiding actions that may seem insensitive to the general public.
Standing at 5-foot-10 with a broad build, Mr. Maddox meticulously selects clothing to fit his frame. Describing his style as “cozy yet elevated,” he seeks to inspire men, particularly those with similar body types, to express personal style in the workplace. He noted that many colleagues enthusiastically support his online presence, even though they haven’t directly discussed it. Mr. Maddox also feels confident that his boss approves, given the CEO’s substantial social media following.
“As long as it doesn’t impact work,” he remarked, mentioning his boss’s understanding as the company’s chief executive.
Five years post the onset of the pandemic that shifted many employees to remote work in loungewear, uncertainties persist on how to dress appropriately for the workplace.
Whitney Grett, a 27-year-old I.T. account manager at a staffing company in Houston, expressed her confusion post-Covid, as many were uncertain about dressing for work after a year of wearing sweatshirts.
Joining her current workplace remotely in early 2021, several months after graduating from college, Ms. Grett eagerly anticipated returning to the office to experiment with workwear. Following compliments from co-workers on her outfits last summer, she started sharing her office looks on TikTok.
“I eventually began posting because it gave me a new hobby,” she shared.
In her videos, viewed by thousands, Ms. Grett poses in front of vacant conference room glass doors to capture her daily look. She and a colleague typically set up a tripod around lunchtime to avoid disruptions, sometimes waiting until the end of the day if the office is bustling.
“Some comment that they couldn’t do it, and I understand,” she said. “My team is very supportive — I’m not the first to post office videos. I believe they appreciate my discretion.”
Jaehee Jung, a fashion and apparel studies professor at the University of Delaware, noted the current popularity of office-wear content. Younger audiences, particularly those navigating hybrid work environments, seek guidance on a fundamental query: How should I dress for work?
“Being away from home requires one to consider workplace etiquette and regulations depending on the profession and industry,” she explained. “Filming office-wear content at an actual office establishes credibility by showcasing expertise through office decor.”
Vianiris Abreu, a 30-year-old human-resources manager at an advertising agency in Manhattan, commenced sharing office-wear content on TikTok in 2021 upon returning to an office environment. Transitioning back allowed her to showcase innovative dress styles beyond the expected norms in her somewhat unconventional workplace.
“My outfit choices may differ from traditional H.R. attire, but it aligns with the advertising industry norm,” she shared, while maintaining online privacy concerning her workplace.
Ms. Abreu noted that office filming, where she spends about 15 minutes daily capturing a brief TikTok segment, portrays an authentic image.
“The office aesthetic appeals to viewers, resulting in higher engagement,” she observed. “Moreover, it emphasizes my presence at work, echoing the purpose of the content.”
In many instances, these ventures yield significant benefits. Last year, Xander Maddox generated approximately $2,000 from sponsorships, payments, and merchandise, describing the extra income as “play money.” However, he remains selective about opportunities due to its part-time nature.
“I don’t accept every offer as it’s not my primary occupation,” he emphasized.