Blogger Spotlight: Neil Thornton, The Science of Appearance

Described as a no-nonesnse approach on how to navigate the modern world as a man, The Science of Appearance is a men’s lifestyle blog, authored by London-based editor and writer Neil Thornton. In this spotlight, Neil chats to us about why it is more socially acceptable for men to be more fashion conscious, how mindfulness helps him to create more balance, why sponsorship disclosure is important and why he is focused on expanding his vlogging career this year. 

What inspired you to start blogging? I started the blog when I began working in fashion. I started out as a stylist back in 2011, and the women who helped set me on that path told me to get a blog and get on social to start building up a voice for myself. The blog began as a diary for work I was doing with clients and eventually I realised I preferred writing about fashion more. So as I began pursuing a career as a writer the blog naturally expanded and developed alongside this.

What big plans do you have for The Science of Appearance in 2017? I’m excited to try out more video content this year and see where that goes. I’m shooting a lot more, too. I have a few trips coming up so I’m looking forward to documenting them, as well as expanding more into travel – my readers have responded well to what I’ve done so far.

How do you keep your audience engaged and what are the challenges? I engage with them. You can’t just push out content to people and leave it at that. I talk with my readers and followers on social; answering questions, offering advice or saying hello. It helps them understand who I am and what I’m about. I want to know what they like, I want to cater my content to them, rather than just making the blog purely about my life for them to follow.

Do you think it is becoming more socially acceptable for men to be more fashion conscious? Totally. It has been for a while now. It doesn’t have to mean wearing something outrageous or attention grabbing though. It simply means being aware of the clothes you’re in, how they fit your body type as well as the brands themselves and how your garments are made. Men love knowing about their clothes. They love telling you where it was made, what the fabric is. It’s storytelling.

How would you describe the average modern man? It’s such a broad question. I don’t know if I think there is an average. Average by age demographic maybe, but from young adults to the silver foxes of the world, there’s a lot of difference. My average man, the guy I feel my blog caters to, is a young professional, he likes the idea of taking care of himself but doesn’t necessarily have the tools for the job. That’s where I think a lot of guys are. They have a rough idea of what they should be doing, and they like what they see on TV or in magazines, but they don’t know where to start. That’s where I come in!

What big trends do you think we will see this year in regards to men’s fashion? I think the colour palette boundaries will continue to expand, we’ve done oranges, and we’re embracing pink and blush. I also think we’ll continue to see the influence of sportswear on everyday looks, both in cut and fabrication. But to be honest, I try to stay clear of fashion trends, it’s not my area. I always think more along the lines of style than fashion. I’m a traditionalist. I’m about cut, fabric and colours that work for your shape. Then I pepper it with more trend-led pieces. My reader isn’t the fashion-forward type, he’s a guy who loves his clothes and wants to look good, not avant-garde.

In addition to covering fashion and grooming, you also cover lifestyle. Why did you decide to incorporate lifestyle into your blog? In looking for content, I realised there was so much I had right in front of me I could talk about. From my own struggles in the gym, which everyone can relate to, to the tough life lessons I’ve been learning over the years; in life, work and in relationships. I realised that these things are universal and my blog can become a platform for discussions. Then there’s the lighter side of life, like travel. I thought, I spend so much time planning and exploring on holiday that I should share it!

Why did you start vlogging? It was a stars-align moment for me. I had talked about doing it with a few people and a brand offered me their salon space for filming, and some other friends offered to help with filming and editing, so I felt like it would be an own-goal to miss the opportunity. So we filmed a load of videos, mainly grooming as I get a lot of questions about it. I still have some to put up a year later! I’ve recently got back into it through a collaboration with Gillette. Vlogs are a whole other ball game, and I am very aware of the content I put out. I want it to be useful, accessible and educational. So I’ll only use the medium when I feel there’s something of value to put out.

You recently did a vlog about the benefits of meditation. Why do you think that this holistic element of lifestyle is important to embrace? I know the idea of meditation can sound really hippy, but it’s an amazing tool to utilise. A close friend of mine who works as a life coach got me started. I was having a pretty rough time with work and a loved one who was very sick. The stress and worry was beginning to show and meditation allowed me to sort through my thoughts in a structured and healthy way. It’s amazing to stop still and suddenly see how much is going on inside your mind at any one time without you realising. It’s important to work through these. Life is about balance. If you live a hectic lifestyle, you need to counter it with moments of peace and mindfulness.

Do you ever struggle with how much of your personal life you should reveal on your blog? I’ve never had too much of an issue sharing. Any of my friends would tell you that I’m often too open. I can’t stand when conversations are off limits. These are all things we go through, so why don’t we talk about them? I want my blog to be a place where people can ask these questions, find the answers and connect with like-minded people. Saying this, there are still parts of my life I don’t share. Not out of not wanting to, but I’m always waiting for the right time and story to tell. I want my words to be something that will be of benefit. I think the main obstacle I faced was simply sharing my physical self. When my blog started, I never used to feature myself, it was just writing. But as the blog grew, I was told by some industry mentors that If I wanted to take it next level, I had to show people who I was. To see me in the clothes or using the products I’m talking about. To give a higher level of connections. It’s been a learning curve, I’m not the most comfortable in front of the camera. I can’t pose to save my life. I actually prefer video as I am a lot more comfortable talking to camera. I can wax lyrical on anything!

What do you feel about sponsorship disclosure? I think it’s important. It’s another odd one where people get funny talking about it. I’m fortunate that I have a full-time job, so my blog is mostly pure fun for me. But I have done sponsored work, but I am lucky to be able to choose brands I work with based purely on a pre-existing love for them and an authentic connection. If you are full-time blogging, you’re at the mercy of needing to pay bills, and I get that pressure. You’re then afraid of having everything being sponsored or needing to work with a brand you may not otherwise work with. I guess you need to make sure you’re doing enough content for content’s sake in-between. Openness and honesty is always the best policy. It’s a cliché but it’s true. If you’re open with your audience, they will get it. People are savvier these days, they know when you’ve been paid.

What’s next for you? Will you be working on any exciting projects? I’m keeping my options open! The blog is such a labour of love and it’s really ramping up at the moment. I just want to make sure it’s always fun and that I am always offering a unique voice. I want to keep up with the amazing experiences I’ve had in the last year, from travelling to video collaborations. They allow for such better and broader content than reviews and mean more to the reader.