It doesn’t have to be anyone renowned for reinventing their image, just tell us who you think has/had a cool look. You have to at least link to a picture though, thanks.
I thought Bowie’s Thin White Duke look was pretty cool. It was a big change up and bit fascist - though without being a costume. Station to Station is my favorite Bowie album, so that plays into it too. Here’s a striking mug shot from the era.