Why a corporate event dress code is more than fashion advice

There are more dress codes than most people realise. These are the five you'll come across most often at corporate events in the Netherlands:

Casual. Anything goes, as long as it's comfortable and tidy. Jeans: fine. Trainers: fine. No suit required. You'll see it at informal team activities, staff outings or innovative company cultures.

Smart casual. The most used, and most misunderstood, dress code. Smarter than casual, less formal than business. Think chinos with a smart jumper or blazer, a dress or a smart skirt. No sportswear, but no suit required either. Use concrete examples in your communication; "smart casual" on its own is too vague.

Business casual. Smarter. Think trousers with a shirt (no tie), a blazer, smart shoes. For women: a tailored suit or smart dress. Typical for day seminars, conference dinners or client days.

Business formal / cocktail. A (dark) suit for men, a cocktail dress or smart evening outfit for women. For award shows, galas or formal dinners. State clearly whether a tie is required.

Black tie. A dinner jacket or morning suit for men, an evening gown for women. The formal pinnacle. You use it for exclusive galas, anniversary celebrations or international events with a ceremonial character. Communicate this early: it requires preparation from guests.

The dress code you choose for your event says something about you as an organisation. That's conscious or unconscious, but it's always true.

Imagine: a company asks its employees to wear business formal for the annual staff party. While they work in t-shirts every day. That creates distance. It feels like playing a role, not being yourself. And that undermines the very connection you're trying to achieve.

The other way round: an organisation hosting an exclusive client event with no dress code sends the signal that the evening isn't special. The same goes if it lists casual as the dress code. That works against the effect you want to create.

The best dress code fits the type of event, the audience you invite and the identity of your organisation all at once. A tech company hosting an innovation conference for external clients: smart casual, perhaps with a thematic touch. A law firm hosting an anniversary gala: business formal or cocktail. Those aren't random choices, they're consistent brand signals.

Tip: ask yourself how you want guests to talk about the event the next day. That feeling starts with the dress code.

The most common mistake: stating the dress code in two words and expecting everyone to understand it. That doesn't work. Not for international guests, younger employees or people who rarely attend corporate events.

Always communicate your dress code with an explanation. Better not to write just "Dress code: smart casual." Give context. For example: "Dress code: smart casual, think chinos, a nice jumper or blazer. No jeans, no trainers."

Preferably also give an example of what does NOT fit. That sounds prescriptive, but it helps people make a conscious choice and prevents awkwardness on the night itself.

Repeat the dress code at every communication moment: the invitation, the reminder and the confirmation email. Also put it clearly visible on the event page or app.

For events with a themed dress code (see the next section), a little inspiration board or mood board with the invitation is a valuable addition. Guests enjoy playing with their outfit, as long as they know what's intended.

Pay attention to accessibility too. Communicate that the dress code is not compulsory for people who need to deviate from it for health or religious reasons. That's respectful and inclusive.

Do you have international guests? Then there are extra pitfalls with dress codes.

First of all: terms like "smart casual" or "business casual" aren't universal. What counts as smart casual in the Netherlands often means something different in the United Kingdom. And something different again in the US. Always describe the dress code in concrete clothing terms, not just in labels.

On top of that, climate and culture play a part. A guest from a warm country at a winter gala in Amsterdam sometimes doesn't have the right clothing with them. Be flexible in practice when guests have travelled a long way.

Religious and cultural dress rules also need attention. A dress code of "no headwear" isn't an option for some guests. Never communicate your dress code as a hard ban, but as a guideline. That's the only inclusive approach.

At international events, always give the dress code in both English and Dutch, with a short explanation. A misunderstanding about clothing gives an unnecessarily negative start to an event you actually want to present professionally.

More and more corporate events work with a themed dress code: "Roaring Twenties", "Black & White", "Tropical", "Futuristic". It can make the event brilliant. It can also go wrong.

What works: a theme that's clear, easy to pull off and fits the audience. Not everyone has a fancy-dress wardrobe, after all. "Black & White" is the safest theme: everyone has dark clothing, a white shirt or a black dress. Accessible, yet still festive.

What doesn't work: a theme that forces people to buy something new. That feels like a cost on top of simply turning up. And a theme where the interpretation is too broad produces a chaotic picture. Instead of a unified one.

Practical advice: communicate the theme at least 4 to 6 weeks in advance. Give examples (a mood board or Pinterest link). Make it easy. Offer an optional accessory, like a coloured tie, a sash or a hat. Guests can pick one up on arrival if they don't have the themed clothing.

Themed dress codes are strongest at internal events, like a staff party or kick-off gathering. They're less suitable for events with external clients you're meeting for the first time.

A good event is consistent. The venue, the programme, the catering and the dress code all tell one story together. We help you hold that line, from the first concept to the last guest walking out the door.

Want to talk through the dress code for your event, or have the whole concept handled professionally? Call us on 085 401 40 14 or send an email to hello@live-impact.nl.

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