mean Style Fish can really inspire my style, help me make better decisions & save me money??

In ancient Eastern Mythology the word FISH is a symbol of transformation & Creation?

Because… STYLE is about so much more than shopping. Learn. Share. Connect. Be Inspired. Be part of Style Fish.

Autumn Membership Courses Launching Now!

 Style Fish has been described by The Sunday Business Post as offering a ‘UNIQUE STYLE JOURNEY’ and the Irish Independent said ‘STYLE FISH HELPS WOMEN FIND THEIR OWN STYLE’

What our Ladies say
Anne Bean – Kildare – Graduated October 27th 2009
“Style Fish has thought me to be sure of what suits me & not to be afraid to experiment. I will have so much fun with my clothes, colours & Make-up from now on!”

Ann Dunne – Laois – Graduated June 8th 2009
“I feel I can take more risks in terms of my style and know it works for me!”

Michelle Carney – Dublin – Graduated June 17th 2010
“Shopping is so much easier now!” 

WOW..I really would like to feel someone knows how to help me everyday feel great about my Style!

Your Style Fish course & Membership Costs €399. This includes your 7 week course, fully personalised Style Fish Folder which you build during your course & your Style Fish Membership.
Fascinating Fish Facts…

 Fascinating Fish Fact 1 Our Website is undergoing a stylish transformation at the moment to include our new Members area just for you, online booking, daily fashion update blogs and much more!

Fascinating Fish Fact 2 Style Fish has just enrolled our newest & first ever full time recruit Siobhan McHugh who will be helping us to roll out our course & Membership to even more ladies nationwide!

Fascinating Fish Fact 3 Our Facebook page has over 2,100 fans who are kept fashionably up to date everyday by Style Fish!

Fascinating Fish Fact 4 We love what we do & we cherish our relationship with our Members above all & the notion of ‘special’ is at the heart of all that we teach, write & share with our women. We want you to be part of it.

Our Style Fish Promise. 
Your Style Fish Membership will be a fun & useful resource to help you make better choices, save you money & inspire your style each & everyday & that is all after you have been transformed through your 7 week course!

Style Fish x 

 Sign up to a course & to become a Style Fish Member before Friday September 3rd you will receive a €30 discount!

“Tell me & I will forget. Teach me & I will learn. Involve me & I will understand.” Ancient Indian Proverb


Style Fish is undergoing some exciting developments at the moment including the development of our new Membership Area (online on where all our course graduates will have access to daily inspiration, recommendations, product reviews, forums, styling games, discounts & more! Being a Style Fish Member (by completing our course) will mean your style will be transformed, your routines will be injected with a new life & you will become part of our unique style family! It will be a fun & useful resource for women to help make better choices, save money, inspire your style aswell as being able to share with other members everyday!

We cherish our relationship with our Members above all & the notion of ‘special’ is at the heart of all that we teach, write & share with our women both through our courses & online. We are very excited to share this news with you aswell as all the details of our Autumn Course plan around the Country! 

Course dates –

–       Dublin - Thurs Sept 16th – Stillorgan Park Hotel – 7.30pm – 9.30pm (one night per week for 7 weeks)

–       Cork - Sat Sept 18th – Mahon Point Shopping Centre  – 1pm – 3pm (one morning per week for 7 weeks)

–       Portlaoise – Tues Sept 14th -The Maldron Hotel – 7.30pm – 9.30pm (one evening per week for 7 weeks)

–       Kilkenny – Wed Sept 15th – Lyrath Estate Hotel – 7.30pm – 9.30pm (One evening per week for 7 weeks)

Because style is about much more than shopping. Learn. Share. Connect. Be Inspired.

 Our Ladies say..

–     Ann Dunne – Laois – Graduated June 8th 2009

–       “Style Fish has changed the way I feel about myself. I feel I can take more risks in terms of my style and know it works for me!”

–       Catherine Keogh – Dublin – Graduated March 4th 2010 “I just went to a shop, bought an outfit, had fun doing it & didn’t even break a sweat. The best money I ever spent.”

–       Anne Bean – Kildare – Graduated October 27th 2009

–       “Style Fish has thought me to be sure of what suits me & not to be afraid to experiment with all the ideas I got, I will have so much fun with my clothes, colours & Make-up from now on!”

–       Michelle Carney – Dublin – Graduated June 17th 2010“Shopping is so much easier now!”

 The Media says..

–       The Sunday Business Post “A Unique Style Journey.”

–       The Irish Examiner “Empowering women to feel stylish”

–       The Irish Independent “Style Fish helps women find their Own Style.”

–       The Kildare Post “After taking part I feel like the most Stylish Fish in the Pond!”

–       South East Wedding Magazine “Become a Stylish Fish & part of something unique”

–       The Kilkenny People “Fishing for a new Style? Try Style Fish.”

–       Irish Country Living Magazine “Style Fish has made it their business to inject a shot of good taste & even better sense into the wardrobes of Irish women.”

–       The Irish Daily Star “Style Fish helps you build wardrobe capsules, style your outfits like a pro & injects new life into your old routines.”

–       TV Now Magazine “Forget Trinny & Susannah Style Fish is all you need to become your very own fashionista.”

Style Fish Course Content

Week 1: Body Shape Analysis. Get those Trinny & Susannah pictures from your head. This is fun, simple & does not involved stripping. Oh yes & you will now understand how to dress for your shape!

Week 2: The Style Rules to change how you dress forever! Build the perfect Capsule for you & much more

Week 3: Discover all your wow colours; from your clothes to your make-up to your hair. What suits you.

Week 4: Styling your outfits, discover your fashion personality type, getting more wear from your wardrobe & accessorize like a pro!

Week 5: Make-up lesson – Discover how easy your make-up routine should be with the right tools & products. Step by step we show you how.

Week 6: Hair Styling – Sick of the same style everyday? Want to get creative with your mane? Feel transformed with just 5 minutes to work your magic..

Week 7: Personal Shopping Trip. That’s right you are now ready to take on the shops! Choose your perfect outfit, get creative & see how much fun shopping for the new you can be!

Course Cost (Including Membership) – €399



Dublin Summer Course

Venue; Bewley’s Hotel, Leopardstown

Date; Wednesday July 7th – August 18th

 Time; 7.30pm – 9.30pm

 As Featured on The Afternoon Show & on Ireland AM be transformed with our 7 week Course (one evening per week) covering everything from dressing for your shape, styling your outfits, colour, make-up lesson, hair styling, personal shopping trip and much more. You will build a completely personalised folder during your course and you also become a Style Fish Member.

When we launch our new look website as part of oyur MembershipYou will -

–              Have exclusive access to our Members area where you can avail of discounts from shops & salons from all around the country & online

–              Receive a monthly newsletter with fashion updates, advice & inspiration from Style Fish

–              Let Style Fish help you dress for your shape with all the shops from the high street. We help you each month with what will work for your shape/ what are good buys/ how to style your outfits and where to bu

–              Chat with other style fish graduates with whom you can share questions, tips, recommendations and much more! Avail of our very special discount until July 1st of €299. Thereafter €299 Plus VAT.

Book now by calling Julie on  087 4130336  087 4130336  or email

A little boutique gem in the heart of Kilcullen, Co. Kildare is Frill Boutique. We were struck immediately by the size of this place. Located on what I would describe (sorry Kilcullen natives) as a sleepy town, this boutique is a real treat – tranquil, spacious and full of great labels with huge fitting rooms which we love. Anyway we are delighted to show you some pics of their Spring Summer stock and we think this place is well worth a visit (If you are lucky enough to be a Style Fish Member Flash your card and you might even get a discount!) and check out their all year round Sale Rail!

Cream Jovani Dress

Great french Label Rivieres De Lune

We absolutely adore these Iise Jacobson Shoess for Summer

Cream Molly Bracken gentle drapes Dress

Northland accessorised by a Fab Headpiece by designer Lorraine Domican

Rivieres De Lune

By Millinier Lorraine Domican from Newbridge - amazing headpieces stocked by Frill

Style Fish x

We NEARLY came to the conclusion that it was better not to talk about the fact we could not be at ruby Rouge Boutiques Mad Hatters Tea Party in Marlfield House Wexford last weekend and then we decided we could not and would not deprive you all of the fab fashions for what was an afternoon of elegance, tea cakes and a sea of colour! We are delighted to bring you a selection of looks from the show & want to also tell you that we have warned you ….it is first come first served with some of these Fab looks for Spring. Check out the Fab prints, the structured dresses, the layers, the girlie tulle, the amazing shoes, the maxi dresses…oh what to choose first. Ruby Rouge is open tomorrow (Good Friday).


Style Fish x

Irish Independent Tuesday Dec 29th 09

Feature written by Carissa Casey

Irish Independent Tuesday Dec 29th 09

Irish Examiner Nov 30th 2009

Style Fish Featured in their ‘Talk the Talk’ Feature!

Irish Examiner Nov 30th 2009

Marfield together with Ruby Rouge present a girlie night with Ireland’s answer to Gok Wan, Brendan Courtney!




Price €40.00, early booking is advised ! Contact Marlfield House or Ruby Rouge to reserve your place.

A VERY SPECIAL RATE OF €75 PER PERSON SHARING Bed & Breakfast is also available at Marlfield house should you wish to make a night of it!



On a wet a windy Thursday afternoon I hope some of you got to see Style Fish featured on The Afternoon Show!

Style Fish & Arnotts organised a Networking Event for businesses in the Fashion & Beauty world on Friday the 23rd of Oct in Palmerstown House, Kildare ( and The Afternoon Show had cameras rolling all morning as they were in the process of mentoring the lovely Emer Farrell back into the workplace to get involved in PR! Style Network was the choosen event and we were delighted to have Emer there on the day to help out! We were delighted that Style Fish got showcased as part of this great feature! Check out the show online on RTE PLAYER on the following link;



The Sunday Business Post Oct 18th 09

The Sunday Business Post Oct 18th 09

Stylefish Fashion Courses Teach You the 'Whys', kim kardashian, stylefish tips
5 reasons why fabric is important when it comes to personal styling

Anyone who has ever been to Stylefish fashion courses will know how much I love the word ‘fabric’! It is the difference between feeling right and not quite right in the clothes you choose. Coco Chanel once said “Why take an amazing shape and make it out of a crap fabric?” So true.

Fabric is the the thing that makes hard to wear trends and styles for your body shape doable! A great example I teach in my fashion courses would be in relation to the lady who has a bigger bust or is more conscious of her bust. The rule book would say to go for V necklines and lower necklines in order to break up this area and minimise the bust. However, choose a great fabric (soft that sits close to the body and doesn’t add any unnecessary bulk) and it can work beautifully for this bigger busted client.

For me fabric is important no matter what your size or shape not just for the correct styling but for the correct feeling you get! However, it is true that fabric and it’s structure is more important for women with curves! If that’s you, here are my reasons why aswell as some tips:

Curves need structure to create shape

Flattering a curvy frame requires a combination of structured garments that support the shape of the body and good fitting lines that provide the correct amount of space for the curves to move and be comfortable. The structure of a garment refers to its ability to give the body a certain shape, and comes from both the designer’s fabric choice and style lines. The shape can be both visual and physical. The most extreme example is a corset: good corsets use a combination of steel boning, seam lines and stiff fabrics to mould the body into a specific shape (hence the visual and physical bit). Most of us don’t wear corsets anymore, but we do look for similar qualities in jackets, dresses and tops!

Stylefish Fashion Courses Teach You the 'Whys', kim kardashian, stylefish tips

Structured Jackets are a great example

Jackets, blazers and shirts can provide structure when they are usually made from a woven fabric of medium to heavy weight, and have either princess seams or darts to achieve good fit. They can have a peplum or other design details that visually nip in the waist and skim the hips. Where a jacket tends to hold your body in a shape due to it’s coverage, a crisp shirt or blouse provides structure visually with seam lines while draping over trouble areas.

Stylefish Fashion Courses Teach You the 'Whys', blazers, stylefish tips

Think of your waist

Most women who have curves feel it in their tummy so in styling I would always advise to think of the fabric around the tummy area. It must feel comfortable, sit at the right point where it is supporting and tummy and helping to create and emphasise the waist. If the fabric does a good job in this area it gives you so much more flexibility in adding different tops etc. Going for a wider waist in trousers and skirts is also a good way to achieve this comfort and support. Less buttons and fuss in some cases on the fabric also adds to the comfort!

Stylefish Fashion Courses Teach You the 'Whys', fabrics, top tips, stylefish

Combining structure with softer fabrics work a treat

Think of when you team a structured pair of denim with a soft cardigan or a structured pencil skirt with a blouse in a softer fabric. The body feels happy when we mix soft and more supportive fabrics. It is usually harder to create a look with all soft fabrics (think of fabrics like jersey, silks or satins). All lovely to touch but most women would need to work on getting the underwear really right to feel fully comfortable. A mix of different fabric weights is great for women with curves for this reason.

Stylefish Fashion Courses Teach You the 'Whys', fabrics, top tips, stylefish

Think of your wardrobe basics in great fabrics

Do you have a great pair of skinny denim in your wardrobe? A great quality white shirt, smart jacket, little black dress, some great skirts? I mean in good fabrics? If you have these and you love them, feel instantly comfortable in them, your wardrobe will thank you for it. We all want a wardrobe with great basis like these but we also want these items in long lasting, comfortable fabrics. If you have curves my top tip is to spend a bit more to get a better quality to make your life easier!

Feel your way to the best fabrics for you

Get to know the fabrics you have in your current wardrobe that work for you and start with knowing what these are and what they feel like! When shopping the best way to get to know an item is not with your eyes but with your touch! Feel the fabric, it’s weight, it’s depth and it’s structure. Make your decision to bring to the fitting room based both on this and your visual love for it! In my fashion courses, this is on of the first lessons I teach when we work the shop floor. Feel first!

Julie x

Stella & Dot 'X-Factor' - Part 3, booking more trunk shows, stylefish tips
Booking More Trunk Shows

This is definitely the time of year the fashion world goes into overdrive and with Christmas parties to dress for, presents to buy and stockings to fill, who doesn’t love to consider some fabulous new jewels to bring some bling to the festivities!

It can be hard however to find the time, the motivation and the confidence to get out there and book more trunk shows and reach those goals. I know the Stella & Dot Facebook group pages are a great way to share tips with each other and getting the opportunity to get support for Stella & Dot HQ.

My post today will focus on some simple things I believe might help you to focus on those trunk show and christmas goals and get the rewards you deserve for your time!

Make it Personal

People are bombarded with so many Facebook posts, invites and emails nowadays sometimes we forget that all people need is to make a connection with you. For a week forget social media and open up your address book. Make some calls and make some connections and watch how people respond quicker. In a world where computer is king, think about the ‘personal’ connection you are making with women. There is no substitute for your passion for the jewels coming across in real life!

When you book a trunk show phone calls to your confirmed guests and “maybes” 2-3 days prior to the Trunk Show are also very helpful! Emails sometimes get ignored & forgotten, so make a quick phone call to your guests so they know it wouldn’t be the same without them!

Stella & Dot 'X-Factor' - Part 3, booking more trunk shows, stylefish tips

Set weekly goals

I find monthly goals still means I can put things off! When you run a business that forms just a part of your life you have got to have a plan! Otherwise, things just don’t get done! Set yourself small weekly targets and push yourself to achieve them.

  • Leave leaflets in 2 coffee shops.
    Call 2 prospects.
    Go along to the mothers union coffee morning to introduce yourself to the ladies.

In January I also recommend thinking about your vision for the year (even small businesses need a vision!). What do you want to achieve in 2017? It’s hard to break down the week’s if you don’t have a bigger goal. When you know what you want to achieve it is easier to make a plan and know how many hours you might need to put in to achieve this.

Stella & Dot 'X-Factor' - Part 3, booking more trunk shows, stylefish tips

Broaden your net

We all exhaust the family/ friend network pretty quickly and as much as they want to help you you need to start thinking like a boss! To make a success of it, you must identify the type of lady you want to have trunk shows with. Who is she, where does she hang out, how are you reaching out to her? Even if it is too late in the year to think this way, I would recommend you sit down with a large blank piece of paper in January and make your plan. It will save you time, help you to set goals and means you will be reaching out to the type of lady you want to connect to.

Research Local Events & Groups

Fashion shows, events in your local boutique, mums groups and golf clubs are all great places to connect with more women. Whether that is setting up a stand or simply dropping in some leaflets. Booking more trunk shows is about putting yourself out there and meeting new people! Make a list of 3 local events/ activities you can get involved in between now and christmas. There will be lots to choose from!

Get Your Jewels Seen

Offer to style your local fashion show with Stella & Dot Jewels. Once your name and the jewels are mentioned during the show, it’s great PR for you. Be sure to have business cards with ‘your’ name on them. In the Stella & Dot network there are lots of women. If you do the work, you should complete the circle so your potential customers know who to phone when they want to organise a truck show or buy jewels. This might be a cost but it is a cost worth absorbing.

Stella & Dot 'X-Factor' - Part 3, booking more trunk shows, stylefish tips

Explain the Concept

Many women don’t know what a trunk show is. Remember you didn’t either before someone explained it to you! Your assumption maybe that some women are not interested but most simply don’t understand what they have to do or what it is all about! We all lead busy lives so it’s up to you to be clear and explain what a trunk show actually is making it simple to understand and showing it’s easy, fun and very rewarding to host!

Practice your Elevator Pitch

This leads from the last. Can you explain what you do in a fun and engaging way in less that 60 seconds? Use the ‘what’s in it for me?’ angle. Do hosts receive free jewels or other perks? Better to say “Would you like to get lots of free jewels, have a fun night and get some stylish tips?’ Keep it simple and explain why people will love it rather than what you do!

Believe in yourself

Remember you signed up to Stella and Dot because you love the jewellery and the idea of making money talking about and selling jewellery appealed to you. Why lose your nerve now! Your business is about your love of jewellery and wanting to share that. Every time you talk about Stella & Dot with someone new that love simply needs to pour out of you. Don’t let the nerves talk. Let the jewellery talk! Passion connects with people. You might not book the trunk show there and then but any business is about making a connection that means when they are ready then will think of you.

Building a Business is About Building a Base

How many connections have you got from previous trunk shows? Building up repeat business is much easier than getting new business!

Create Your Own Rules

Think about the trunk show differently. A trunk show is a group of women coming together to have a natter, talk fashion, admire and buy jewellery. If you are running trunk shows in your own house, why can’t you put out a date/ evening to all your connections who have been part of a previous trunk show (or that you trust) and open your doors to a few ladies who might like to come together to see your new collection? i.e they don’t yet know each other

Embrace online trunk shows

Embrace new ways to run your trunk shows and embrace the online world. If anyone knows how to do the online thing well it’s Stella 7 Dot. Trust their recipe for online trunk shows works and give it a go!

Nurture the little family you are creating around you

Your vibe attracts your tribe remember! But also being organised with your tribe is key! Keeping a clear database of clients, past and present, potentials you need to follow up on, marketing opportunities that come your way etc is so important. Have a system that works for you to keep track of your tribe as you build it and set markers for how you are reaching out to them. For example I try to send out my newsletter once a month. At the start of the month I have a word document with the word ‘Newsletter’ at the top, as I go through the month I add things I find, or courses I want to tell people about or ideas for content I write on here so all month my newsletter is growing! This makes the task much easier when putting it together.

Stella & Dot 'X-Factor' - Part 3, booking more trunk shows, stylefish tips

Take the help

Stella & Dot is great to organising fun calls, inspirational webinars and other things to help you and inspire you. Take advantage of them! As a small business I rely on me to motivate me all the time. You have a committee of wonderful women who are on your side and get what you do. Embrace that and use it! 

 Hope this has been helpful!

Julie x










follow our stylist courses, stylefish, personal styling
This week students explore colour

Stylefish students explored colour theory on the shop floor in Dundrum Town Centre as part of their stylist course. Having looked in detail at both the seasonal and tonal colour systems in class the last week, we had a fun practiaal evening of choosing, examining, discussing all the various colour tones we learnt about! Practice makes perfect and colour is a personal styling topic that I would say takes about 4 months to get your head around (yes, there’s lots to it!). That’s not a bad thing. It is a process of understanding, digesting and finding your way to build your own meaningful colour associations for each of the tones and seasons we look at! (Read Stylefish student Karen’s training diary here including her colour class insights!)

Beautiful Autumnal tones in Biba, House of Fraser

follow our stylist courses, stylefish, personal styling

Here are some of the student take aways from this week’s class!


Always try to think creatively with colour. It is the thing that allows you to bring fun, bravery and vibrancy to your style. My students tried out lots of different colour combinations and pushed themselves to team up colours they wouldn’t normally to see how personal styling is as much about risk and creativity as it is about knowledge!

Follow our stylist courses, stylefish, colour class


This is something I talk about a lot in all my stylist courses! Having a core basic that you are creating a look around makes the creative process a whole lot easier. Here we have a simple a line skirt, teamed with a vibrant pink cashmere jumper and some blue sparkly shoes which again add another colour and dimension to what started as a simple everyday skirt! All items in this look are from Hobbs!

Follow our stylist courses, stylefish, start with a colour basic


The words colour and accessories go together like wrap and dress! If you are only getting braver with colour, look out for accessories, handbags, headbands, rings, bracelets and shoes etc that allow you to add an unusual pop of colour to an outfit. Every shop is your playground when it comes to accessories. One of my absolute favourites is Powercourt Town House in Dublin for some beautiful Irish designed accessories (great for Christ pressies too!). I also love websites like, Etsy, I love little boutiques for finding that something different and send hand and vintage shops for also for this!

follow our stylist courses, stylefish


Colour is a topic that is very close to my heart as I truly believe that if you wear colours that work for you (both your colouring and your personality) you not only feel and look better but your wardrobe starts to make more sense! Your wardrobe should tell your story and part of this includes a family of colours that work in harmony together (with those fun wild card items you also love). The best stylist courses out there will not only examine bright colours but colour as a vital part of understanding your skintone and make-up, hair colour and how you can use colour in styling to create a look that is totally unique and individual for you!

Happy styling!

Julie x

Launch of - stylefish
Separating the person from the business!

I have held onto the domain ( from the day I bought Someday, I told myself, I will feel I have accomplished enough to separate myself from my business and be able to show my passion for business swell as fashion. Well, this week I took the leap and launched to coincide with my appointment to the Board of Directors of FIPI (Federation of Image Professionals International) as Communications & PR Director in the UK.

I guess you could say over the last 6 years (Stylefish launched in 2009), I have fought hard for my little business, grown my little business, got Dragons to buy into my little business and turned it from a fashion company teaching fashion classes to a fashion school training women in personal styling and building a community of women who love fashion as much as me and who get to indulge that passion with Stylefish.

Learning most definitely comes from doing and in my case the doing, the learning and the growing has slowly and somehow still happened for me in the worst economy in history (this is by now bet into me now by others lol!!).

But you see, I only say that because that’s what others have said to me for 6 years now. I just live in my own little world seeing my business and me and my vision for creating a fun, fashion brand that would give me the freedom to train others and help to make a difference in the fashion industry (and get paid to do it). I paid myself very little for very long. I sacrificed a lot for a belief in a dream I continue to create in my head. But without dreams, the best businesses in the world would not be around us now and so I say to anyone out there with a dream – always be able to look back with no regrets. Regret does not come from failure. Regret comes from not living the dream in your head.

If you see the rainbow, you must endure the rain!

Launch of - stylefish

So, please do take a look through I would love any feedback or thoughts and I simply hope this little website that’s just for me shows how one girls love of fashion and drive to create a sustainable fashion business is simply getting stronger with each person that also believes and allows me into their fashion story!

Julie x



Why your 40's defines your style, Jane Shepardson, ceo whistles
How many of you can relate to this particular scenario?

It’s Zara. 3pm of a random Saturday (or 1.30pm of an eat your sandwich at your desk Tuesday) and you’ve spotted a leather midi skirt. Nice wide waistband. Great colour. Lots of fabric. You’ve done the right thing and cued up to try this masterpiece on, thinking in your head of the tops lingering a little too long in the back of your wardrobe with the tags still on. Maybe this is the item to pull your wardrobe together. Give you that hero piece your longing for to rid the guilt of not wearing them. To help rid you of that dreaded ‘nothing to wear’ syndrome. This, of the moment leather skirt may be just the ticket.

You try it on and it’s almost great. Almost. Shop assistant gets dragged into the fold now. You need to see it with a pair of heels right? Sky high heels to be exact. Lots of twirling and head twisting in the mirror and 5 minutes later the decision is made. €59.99 later and the bag is sitting by your desk, the first stop on a journey to the back of your over crowded wardrobe of ‘almosts’. Ok, so we’ve all been there (me included). I applaud your bravery. I spend my working week convincing personal stylists I train (both themselves & the women they style) to push themselves outside their comfort zone yet somehow as we get a little older fashion ‘almosts’ I believe become less and less of a heartache.

So, what exactly does age buy us that money cannot? Common sense of course. Don’t get me wrong, I’m not saying you hit forty and comfort zones and fitting room jaunts are no longer part of your life (how sad would that be). Quite the opposite in fact. Your forties however is the time when the fashion glass starts to become a lot more half full. Things start falling into place just that little bit more.


1. You know who you are.

Our 20’s and usually our 30’s is spent figuring ourselves out. Our lives change much more dramatically during this time and with change comes uncertainty about owning your style as you tend to move more with trends rather than knowing confidently who you are and what works for you. Jane Shepardson, CEO of Whistles said not so long ago of this topic; “Some things I look good in but I feel like someone else, and then some things I feel me in and that’s the feeling you want: comfortable and confident.”

Why your 40's defines your style, Jane Shepardson, ceo whistles

2. You have more experience honing your wardrobe.

You eventually come to the point (and realisation) about the hemlines, the styles, waist lengths, sleeves and fabrics you can wear. Not to mention the heel heights you can master without breaking a leg or losing your smile. When you get to this point your life becomes much easier. It isn’t about buying the same thing all the time, rather being aware of what you need to look for in the clothes you buy to know it’s a lot better than ‘almost’.

3. Your not trying to impress anyone but yourself.

Fashion can put a lot of pressure on us. For women this pressure comes in the form of impressing girlfriends, being ‘on trend’ and feeling in control of what you feel should be a modern fashion message. With age you realise all these things actually get in the way of you finding your own true style. I think Victoria Beckham is a particularly great role model here. She has shown time and time again she’s a grown up with no time for fast fads or trends. She wears what she likes and has an easily identifiable style.

Why your 40's defines your style, Victoria Beckham

(This also goes some way to explaining why 42-year-old Phoebe Philo (Celine) is arguably the most influential designer of the moment – she’s not designing frivolous, on-to-the-next- trick fashion, she’s making clothes for her contemporaries from a place of cool, nothing-to-prove confidence).

4. You spend less time shopping and more time getting inspired.

The mistake a lot of women can make is shopping too much.  Not enough time is spent on being aware of what parts of fashion, which ideas and which things around us that actually inspire our style. Maybe this also comes down to just literally not having as much time but whatever the reason, less shopping, more prepping is something the 40+ lady sees the value in.

Why your 40's defines your style, Stella McCartney

5. You are better at asking the right questions.

You know that ‘Do you like it’ is not as important as ‘Do you have the life for it’. This way you don’t end up with lots of leather midi skirts and no midi skirt occasions to go to! They say most women wear 20% of their wardrobes 80% of the time. Well, the older we get the more this percentage moves to 40-50% meaning we are getting lots more wear from the things we buy. Asking the right questions means your developing a wardrobe around your actual day to day life!


Bottom line. Embrace your fashion wiseness, that wiseness that can only come with age, wisdom, stupidity and an over crowded wardrobe. Oh and remember, ‘almost’, never won the war……the fashion war that is.

Julie x

Images courtesy of, and



Stylefish ran a professional Image class for a group of client facing Managers at their headquarters in Cork looking at what professional image means, it’s impact and how we can take steps in our everyday professional lives to make the impact we want.

Read more about the content of this class on my blog here.