Ingrid Hoey is one of Ireland’s leading image consultants, having styled the likes of actress Amy Huberman and pop band Boyzone.
We caught up with Ingrid to find out what it’s really like to work in this fast paced yet glamorous industry.
Have you always had a flair for fashion and putting things together?
Yes I always loved dressing up in my Mums clothes from a very young age. My earliest memory is walking around the garden in my mums favourite grey leather knee boots which came up to my thigh (I was only 4). I loved them so much I wore out the heels!
I was devastated when my mum explained that I had to wear the same uniform to school everyday, I couldn't wait to come home and change.
In the winter after school I would wear a summer dress over a top and a pair of Levis. I have always loved fashion and putting looks together from a very young age. I think you have to be creative with your look and take a risk don't always play it safe.
When did you start working as an image consultant?
I worked as a stylist for many years whilst in F.X.Kelly menswear and my first styling job was Boyzone for the IRMAS. I decided to branch out myself a couple of years ago and set up Butterfly style my complete styling services company.
Where did you train?
I was the Buying director in F.X. Kelly menswear for 8 years. My favourite memory is Tom Cruise and Nicole Kidman coming in for some pieces. My training is mainly hands on which I believe is the best. I also trained in visual display and merchandising with Armani in London.
What's an average day like?
The best part of my job is there is no average day. I could be styling a celebrity for an awards ceremony or working with a business woman – every day is different. I recently styled Amy Huberman for the IFTAS in a beautiful Couture crystal embellished Joanne Hynes dress and that was a lot of fun.
What's the most satisfying part of your job?
When someone says they feel amazing!
What's the most common mistake that Irish women make with their wardrobes?
I think all women buy lots of items that don't go with anything else in their wardrobe. It’s best to buy a smaller collection of wearable clothes that suit you - rather than lots of random pieces every week.
Have you noticed people starting to shop differently as a result of the recession?
I think people want to buy fewer pieces that are timeless, well made and will see them through lots of occasions.
How can we get our wardrobes to work harder for us?
Buy wisely and carefully. Think - do I really love this? And also buy clothes that fit properly, if the sleeves or hemline is too long get it altered. This also goes for items you have in your wardrobe already.
For example a long dress you bought for a black tie event and now don't wear, why not get it shortened to a cocktail dress and wear it to dinner! It’s about recycling what you already have and buying some clever accessories to update or change a look.
Wardrobe weeding is a phrase you hear a lot in styling circles - what does it mean?
I like to call this wardrobe analysis! I think when people hear wardrobe weeding they think you are going to come and throw everything out when that’s just not the case.
I come to your home and we go through your wardrobe piece by piece and decide what to keep and I usually find a few hidden gems that may just need the hemline altered to bring it back up to date, or perhaps some new accessories a very inexpensive way to bring a dress back to life.
I would help you create a capsule wardrobe, fewer pieces that all work well together and can be mixed and matched depending on the occasion. I also help you determine what shapes and colours etc suit you and what to steer away from.
What is the one key item we should all be investing in this summer?
Can I say 3 items! A snakeskin oversized clutch or statement heels. Zara have an amazing pair of burgundy snakeskin gladiator heels which are very similar to the Louis Vuitton tribal sandals the good news they are just €89… the bad news there is a waiting list!
Another item is a bib necklace which can instantly update your look to ethnic chic, worn over a plain vest or tee or your favourite black dress to add a splash of colour. Accessorise have some great ones at the moment!
Why do people hire an image consultant?
They may feel they have become stuck in a style rut and just want to get a fresh look or they may just not have time to shop for themselves. Also, I think some people just become overwhelmed when they go into a shop and don't know where to start looking.
Some clients have told me they just don't know how to put an outfit together so I can supply them with a look book whereby
I take photos for them of the finished looks. This helps them put the looks together on their own.
What's next for you?
I am styling Amy Huberman for the Meteor awards on Tuesday 17th March. I can't say too much at the moment but we have decided to go with the Irish designer Joanne Hynes again, it is a completely different look to the IFTAS much edgier. I just love Joanne’s designs she is definitely one of my favourite designers.
