You know that feeling you get when you open your bulging wardrobe and your stomach sinks because you have no idea what to wear?

Perhaps that’s why so many of us continue to be hypnotised by the 50-70% off sales emails that flood our inboxes, infusing us with hope that the next item we buy will be the one that pulls every look together.

Spoiler alert: It never is.

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And it never will be if you don’t get out of the pattern of impulse buying, shopping the latest trends or being influenced by someone who is a completely different shape to you.

That’s where Emma McEvoy can help. The 30-year-old Fermoy native is a qualified chartered accountant but always had a passion for styling. She started by sharing workwear content online, but things began to take off for her at the end of 2021. The decision to move to London to pursue full-time content creation paid off with almost half a million followers on social media @emmanoodle_.

What is the guide?

“The Proportions Guide is the result of years of answering the same questions from women who wanted to understand why certain clothes suited them. It is a digital styling guide that women can download and use as a practical reference whenever they’re shopping or putting outfits together,” explains Emma.

“It helps you understand your own proportions and how clothing interacts with them. You’ll discover why one neckline can completely change the look of your upper body, why the rise of your jeans matters, or why two women who are the same height and dress size can prefer completely different styling.”

Her USP is simple – know your proportions and the outfits will follow.

1. What do you think is the biggest misconception Irish women have about their wardrobes?

I think many women can feel that style is something you’re either born with or you aren’t, that it’s an exclusive club. It really isn’t. Style is a skill, and once you have the right tools and a bit of practice, getting dressed becomes so much easier and enjoyable.

2. Were you interested in style from a young age?

Absolutely. My mom has always been incredibly stylish and I grew up with the mindset of “look good, feel good”. Getting dressed was always something to enjoy, and she really instilled the confidence to dress up and be seen. I think that’s where my love of style began.

3. How has your business background informed the work you do now?

My business background has been invaluable. It taught me how to build a sustainable business, think strategically and make decisions based on both creativity and commerciality.

4.Why do you think so many of us find styling an outfit intimidating?

Style can feel intimidating because nobody really teaches us the fundamentals. We spend years buying clothes without understanding why something works or doesn’t work for us.

When I did my styling diploma at the London College of Style, I remember thinking, “Why isn’t this information more accessible?” It wasn’t complicated, it just hadn’t been explained in a simple, practical way.

Emma’s top style tips

1. Where you draw a line, you draw attention: Whether it’s where your jacket finishes, where your waistband sits or where your boots hit your leg, every line creates emphasis. Once you understand how to use those lines to create balance for your own shape, getting dressed becomes so much easier.

2. Learn your proportions: Instead of buying something because it looked great on someone else, you’ll understand how to assess it for yourself and build a wardrobe with confidence.

3. Know what to look for: Once you understand the fundamentals of style, you stop walking into a shop hoping something works and start making informed decisions.