Is it appropriate for a boss to create a dress code?

Anonymous
I have a well paying job as a personal secretary, my first job in ages. I usually just call people, schedule appointments etc. My boss is trying to make our company seem "cool" and "edgy" to attract more clients and wants me to wear essentially this style of outfit. I just walk the person from the waiting area to his office, that's it. Can my boss do this or should I contact HR?
Is it appropriate for a boss to create a dress code?
Is it appropriate for a boss to create a dress code?
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