Nesta

Loos's own manner of dress, which consisted of fine tailored suits, became his signature uniform and was rarely photographed wearing anything else. Loos intended to return from the United States and enter the Austrian society as a knowledgeable and refined gentleman of the most modem and rational taste. More than an attempt to look fashionable, Loos was trying to create an image that suggested his connection with Western culture and the idea of modernity. It was important to Loos that one always be "well dressed." For Loos, being well dressed did not mean being beautifully dressed, but rather to be well dressed meant to be "dressed in such a manner as to attract as little attention to oneself as possible.

Clothing played another important role for the individual. According to Loos, contemporary style cannot be identified as a style because it should correspond so closely to the way people live that it does not make a statement.56 Likewise, Loos believed that the exteriors of his houses should be like the clothing of the individual.