Clodagh Cruddas, an Irish woman, visited New York for her 49th birthday last year to meet her idol, celebrated fashion stylist and costume designer Patricia Field, in Field’s boutique. Field offered her guidance and motivated her, marking a defining moment for Cruddas. After working as a successful executive in American tech firms based in Dublin and London for nearly three decades, she left to start her own personal styling business, driven by her lifelong enthusiasm for fashion. Cruddas and her styling talent is highly regarded among LGBTQI+ circles.
Originally hailing from Drumcondra, Cruddas was brought up by her grandparents and educated at Mount Temple. Her interest in styling can be traced back to her childhood when she was captivated by her grandmother’s style – the red lipstick, fur coat, and her Pomeranian companions. After finishing school in the nineties (where she notably wore jeans inside out), Cruddas relocated to London to break into the digital tech industry before returning to Dublin and joining various other tech firms, where she collected a series of sales accolades.
When we met inside Dublin’s Westbury hotel, she reflected that the preceding 25 years in the industry were “poisonous and laden with passive-aggressiveness, demanding a resilient spirit, strong dedication to work, and patience to thrive”. However, she appreciated the opportunities for travel and high income it provided.
Her keenness in styling was ignited through observing transformation specialists Trinny & Susannah and their TV show, What Not to Wear on BBC, in the early 2000s. Cruddas then enrolled in a fashion styling course and slowly started attracting clients. However, she had to put her ambitions on hold as she was a single mother caring for her 8-year-old child. The chance to resurrect her business emerged after Covid-19 led to a wave of tech job cuts. With her husband’s backing, she left her job, kick-started her styling-focused Instagram page featuring style clips.
Cruddas shared that she began gaining business via her Instagram, with a large gay following and transgender individuals. She stated, “Many needed guidance on fashioning their shape during their transition and needed advice on obtaining a feminine look and suggestions to make their profile softer.”
She remembers a person who opened up about their sexuality at 68, following the demise of their mum, and also one who donned a dress for the first instance. “I’m not a product of this realm; instead, they discovered me,” she verbalises, “They’re fascinated by my fashion sense, my vigour, and my vibrancy.”
In honour of the Dublin Pride Festival happening this year, Cruddas has joined hands with the proficient Irish celebrity, Peaches Queen, who holds the record as the youngest Alternative Miss Ireland ever, for a photoshoot named “Love is Love”. It captures three diverse styles – Two Queens Exchanging Vows, Disco Divas, and J’Adore Dior.
“We coalesced on this project months ago, about three or four,” she continues, “We’re both fans of Galliano, McQueen, and Daphne Guinness. Pauline, the mum of Peaches Queen and the former lead costume designer for panto at the Gaiety, would create her outfits. When Luke assumes drag, they transform into Peaches Queen, a vivid and glamorous figure. We thought to enliven this photoshoot, seeing as Pride was drawing near.”
Her fashion philosophy is underpinned by the idea that we are all susceptible creatures and donning fabulous apparel can serve as a shield, thus boosting confidence. “My fashion has escorted me through numerous challenging conferences over the years,” she claims.
Her trinity of style pointers are: “1. Maintain an erect posture: the inaugural action I execute with my clients is make them observe their reflection in a full-length mirror, straighten their backs, lift their heads, and appreciate their majestic presence. A high head and drawn back shoulders adds height and displays an aura of confidence. 2. Embrace colour: clients approach me for advice on colour coordination. The tone of the colour, as well as their skin tone count. Women often fear colour and choose to blend in the background in dull greys and blacks. 3. Put thought into your accessories: Be it a pair of shoes or a jacket, invest and take care of your items. Occasionally, bring them in the spotlight and remember, recycling is my preference.”
She conducts her consultations at her residence in Rush, which overlooks Rogerstown Estuary. “I have transformed a room into a space crammed with vintage, designer and mainstream attires and this is my playground,” she implies.
What gives her the utmost joy is witnessing the metamorphosis people undergo via their styling choices. “I’ve earned numerous sales accolades but they never resonated emotionally, unlike the moment my inaugural client commented in her feedback that I had revolutionised her life, which moved me to tears. My vocation is significantly rewarding and gratifying.”
Credited individuals include Joe Duff at the lens, Clodagh, also known as Clos Muse, on the wardrobe, and Tatiana Vening managing the make-up. The models featuring are Peaches Queen and Clodagh Cruddas. Visit her Instagram for a plethora of fashion advice and video content.