I feel like in the past couple of years I've finally cracked this. Understanding the shapes and colours that suit your body type is the key.
I spent years slavishly copying the style of a particular person in the public eye, because I loved everything they wore and we had similar hairstyles.
For some reason I never looked as good - even if I went and bought the exact same top that looked gorgeous on her, it would look like 'meh' on me.
It's taken me years to realise that I just have a totally different body shape to her. We're both slim, but that's where the similarity ends. My proportions are totally different.
I know now that I can't do high necklines; maxi-length or midi-length skirts, dresses or coats; anything with a dropped waist; no empire lines; no knee-high boots. And I stick to block colours like navy, camel, grey and black, with the odd splash or coral or emerald green. I only wear graphic prints. No flowers or anything busy, but polka dots, stripes and checks are okay. Animal print is used sparingly!
I wash and straighten my hair every other day and luckily it behaves itself so it always looks in good nick.
The biggest difference though is my skincare routine. I used to just take my make up off with a baby wipe and moisturise with whatever I'd been given that Christmas or birthday. But I invested in some mid-range skincare products and do a proper cleanse, tone, serum, moisturise most nights (unless I'm really tired). It's made a big difference to the quality of my skin.
The second thing that was a game changer was I invested in some really good make up. I only do concealer under eyes, wings of nose and chin, then I do my brows with a bit of subtle brown brow mascara, then mascara on my eyelashes and then finish off with a lipstick that is just the perfect colour for my skin tone and really brings out the colour of my eyes. It's taken me half my life to find this colour, but for some reason when I wear it, it just makes my whole face look better. The texture and quality of the concealer really helps too. It smooths everything and makes my face more luminous - but having good skin underneath really helps.
Good quality make up is worth the investment. The colours are better and it lasts longer so you can be more subtle.