He spent 6 months 'dressing up' for grocery runs. How strangers treated him was impossible to ignore

Coco Chanel, the French fashion designer behind the trendsetting brand Chanel, famously quoted that "every day is a fashion show and the world is a runway." The CEO of a fashion company called Global Menswear Brand (@gb_styles), Giovanni Bresciani, seems to have adopted the same sartorial wisdom into his lifestyle. On April 9, 2026, in an Instagram video that has since been viewed 2.8 million times, Bresciani depicted how dressing up elegantly even during everyday errands can tremendously transform one’s life, from one’s self-esteem to mental health.

A project he begun 6 months ago

 “A little over 6 months ago, I started dressing better even when running simple errands,” CEO Giovanni Bresciani said. The short video showed him walking in a yard, dressed in a stylish light brown overcoat, a powder-blue shirt, and a pair of denims, with a tumbler of coffee in hand. Bresciani reflected that dressing up in this manner helped him regulate his feelings better and maintain a better mood. “There’s something about dressing well and feeling well,” he wrote.

It fetched better compliments

Bresciani noticed that he started getting more and nicer compliments from people on his outfits, which further boosted his self-esteem and self-confidence. To add to it, dressing up tastefully during the most mundane of errands enabled him to perform better, slow down, and enjoy every task even more than when he was dressed ordinarily or in an unkempt style. This isn’t a coincidence but simple science.

Science supports 'dressing up'

A study published in the Journal of Experimental Social Psychology documented the concept of “enclothed cognition,” which suggests that the physical experience of wearing a particular type of clothing highly impacts the wearer’s mind. Researchers experimented by making the participants wear a doctor’s coat and found that people tend to make fewer errors in a task when dressed in appropriate or symbolic clothing.

It even helps you think

They also found that clothing enhances the abstract, “big picture” thinking, a trait associated with leadership and executive power. Another study published in the Journal of the Belgian Association for Psychological Science echoed the same insight. According to this study, wearing a particular piece of clothing, such as a white coat, increases a professional’s pro-social behavior by up to 88%.

What do people think about it?

In the comments section, thousands of people chimed in to share fashion-related insights and different perspectives on the CEO's video. @karlotta_krayola said, “Exactly why I put on my makeup every day. I am worth looking my best. Do my hair. Shave my legs! Wear what makes me feel beautiful.” @lor_rainedrop reflected, “When someone dresses well, it's good for the mental well-being of everyone. Thank you!” @cj_rubi_ shared, “If I dress better, do my hair when I go to work, I do get treated differently. It’s just the way of the world. It doesn’t mean I’ve morphed into somebody different, but I do feel better about myself, and my interactions with people are usually more positive.”

You can follow Global Menswear Brand (@gb_styles) on Instagram for fashion-related videos.

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