Real women: fashion PR Tara O’Connor on why she feels she’s finally found her signature style

I LOVE TO TAKE RISKS WITH CLOTHES by putting interesting outfits together and clashing prints and colours. I don’t like overbranded clothes; I never have. Day-to-day, I rely on jeans and colourful cashmere knits with a bright coat. For meetings, I love tailored trousers and a fun shirt or knit.

THE LOOK I’M WEARING TODAY IS MY COMFORT ZONE. It’s elegant but sporty and by adding a pair of high heels, it’s smart enough for evening wear. I adore Zoe Jordan’s clothes, and her SS18 collection is one of my favourites. This Oliveras shirt gives this look a girlish finish, which I love, and of course I had to add an arm party of jewellery!

MY STYLE IS MORE LAID-BACK THAN IT WAS WHEN I WAS YOUNGER and I definitely rely more on flats than heels. I am finally getting my figure back after having two children, so I can now wear clothes that I bought years ago and swore would fit me again some day. I love high-waisted trousers and unstructured clothes. I also really enjoy accessorising my outfits, especially with big earrings from Stella & Dot. I always plan my outfits the night before, then add a KDK scarf. They designed a scarf for their SS18 collection especially for me called Tara’s Hydrangeas.

DRIES VAN NOTEN, SACAI, ZOE JORDAN, MIRA MIKATI AND MAGDA BUTRYM ARE MY GO-TO DESIGNERS. When Giles Deacon did ready-to-wear, I bought a lot of his collections from Kalu in Naas. I see them as collectors’ items now. On the high street and online, I adore & Other Stories, Bimba Y Lola and Uterque. I love shopping in boutiques, and I think we need to support them. I’m lucky to have both Kalu and Gallery 9 beside me.

I ALWAYS PLAN WHAT I BUY. I’m a big online shopper, as I’m so busy with work and my kids. A friend of mine, Sinead Keary, is a personal shopper and she always sends me pieces she knows I will like. I will always go to the Brown Thomas sales, though, and buy some key pieces.

I’VE ENJOYED FASHION EVER SINCE I WAS A LITTLE GIRL. I inherited this love from my mum, who had great style and still does. I view clothes as investments, but I am a really savvy shopper – I love sample sales. I care for my clothes and store them well. I’ve worked with some amazing fashion brands over the years, and I’ve learnt a lot from them.

I DID A BIG TIDY UP OF MY WARDROBE RECENTLY and got rid of lots of old clothes I don’t wear anymore, as I think I’ve finally found my style. I have an evening wear section, daytime, and coats and jackets. My shoes are a bit all over the place, so that’s my next job.

I HAVE ALWAYS LOVED ALI HEWSON’S STYLE and her chic way of putting outfits together. She always wears the most amazing coats.

Tara wears West bomber jacket, €490; Cazaro trousers, €435; Oliveras shirt, €230; all at Zoe Jordan.

Photographed at No 31 Leeson Close, www.number31.ie. Make-up by Aisling Kelly using Mac cosmetics (www.aislingkelly.com). Hair courtesy of Brown Sugar.