The World Economic Forum in Davos has an unofficial dress code: neutral colors, sensible shoes, and quiet-luxury pieces built for subzero temperatures.
Jolie Hunt, however, doesn’t follow it.
The 47-year-old founder and CEO of the communications firm Hunt & Gather, who has made more than 20 trips to the global leadership event, has turned Switzerland into her personal runway.
At this year’s WEF, Hunt wore a mix of form-fitting dresses, statement heels, and designer bags — a far cry from the simple winter coat-and-boot combos seen throughout the town.
“I can’t tell you how many people stop me in my tracks and say, ‘I love what you’re wearing,'” Hunt told Business Insider.
Her outfits have made her one of the most fashionable people you’ll find in Davos as the world’s elite, from business to government leaders, convene.
Jolie Hunt
Minidresses, a cinched coat, and a Birkin bag
Hunt’s standout fashion is on display from the moment she leaves New York City.
“I always travel in black,” she said. “I like a theme, and I don’t like any loose ends. I’m sure I was French in a former life.”
This year, she departed for Davos on January 18, wearing a $1,650 Balenciaga hoodie with fur trim, leather pants, and silver Givenchy sneakers. She also had two Louis Vuitton luggage pieces in hand.
“I never check a bag,” she said. “It’s one of my super skills. I pick a theme for what I’m going to wear, down to my pajamas. Everything has a job and a purpose, so there’s never any fluff.”
Jolie Hunt
This trip, she chose red as her statement color and packed shoes and accessories that complemented her chosen outfits.
One of the first she wore at Davos comprised a $3,390 printed minidress from Balmain, sheer tights, $575 Larroudé x Libertine pumps, and an Hermès bag.
“It’s a black crocodile Birkin; it’s very special,” she said. “I wouldn’t usually bring it on a trip, but it matches everything, and I’m with all the masters of the universe, so I might as well bring out the big guns.”
She wore the dress on Monday to host an event she calls the Stragglers Dinner, which brings together members of various companies and media outlets.
Jason Sanchez/Business Insider
On Wednesday, she wore a $1,195 red Sportmax dress beneath a $3,990 Balenciaga coat, which she bought specifically for her trip to Davos.
She accessorized with her Hermès bag, knee-high boots, and sheer Saint Sass tights with the word “killer” printed on the thigh.
“I’m in my ‘optimized for joy’ part of life,” she said. “Maybe this comes with age and status, but I think getting a little bit older and having done this a bunch, I feel much freer in my [fashion] choices.”
She wore the look to attend Cisco’s Women in Tech breakfast, to get drinks with company executives, and to attend the Semafor Media Party, among other events.
Hunt was also wearing the outfit during our phone interview, during which someone stopped her to compliment the look.
Jason Sanchez/Business Insider
Bringing fashion to Davos
In Hunt’s experience, flashy outfits are uncommon at the World Economic Forum.
“Nobody wears color. It’s honestly depressing,” she said. “You look in a room, and you don’t see a single person who’s not wearing navy, gray, or black — men and women.”
She attributes that to a few things. First, the city’s icy weather makes wearing heels, dresses, and other fashion pieces impractical. Second, the event is rather reserved in nature.
“For years, this was kind of a boys’ club,” Hunt said. “Men dressed very conservatively, and I think as women became matriculated into the program, they also kept it conservative. We didn’t want to ruffle too many feathers.”
With every outfit, though, Hunt is changing that. She said her outfits bring her confidence and energy.
“In places like this, it’s a little bit survival of the fittest, if I’m honest,” she said. “Everybody’s either eyeing up your affiliation, your look, or what you can do for them. Fashion is the quickest signal that you’re either intimidating, interesting, or a whole host of other things.”
