What They're Wearing: Jodi Oloughlin

The Press, August 7, 2008

How do you wear the new season's styles? Zest goes to those in the know -- fashion-store sales consultants. When it comes to shopping, Jodi O'Loughlin likes to follow one fairly simple rule -- if you love it, buy it. "I think that's really important," she says. "Buy what you truly love, because then it shows a sense of who you are and it will easily fit in with your wardrobe. If you love it, it always works."

It is something O'Loughlin tries to pass on to other women in her role as a stylist at Soeur Design in Merivale. She also encourages them to try new looks and find a way to adapt the current trends, rather than just follow them. "That's what good style is all about," she says. "It's not about having to have all the latest trends. It's about creating a style that suits you and gives you a unique, signature look."

As a tall woman with a bit of a free spirit, O'Loughlin says the "luxe bohemian" look best sums up her style, and she tends to favour long, floaty, feminine pieces that are comfortable and easy to wear. She is also drawn to anything beaded and beautiful and says she is texture- oriented when it comes to clothing and shoes.


"I'm a magpie," she jokes. "I love beautiful fabrics, whether they're printed, screened or beaded." For this outfit, O'Loughlin has gone with a pair of flats from Overland, but says you will usually find her in beaded jandals or beautiful high heels.

Skinny pants also have a place in her wardrobe, and she says she can see why her black Soeur Design Voltage pants have been a top seller among the store's customers. "They're great -- they're comfortable and they're a natural fabric, so you can wash and wear them, and you're ready to go. We sell absolutely heaps of them."

Her silk-knit overdress and cotton shrug are also from Soeur Design, as are many items in O'Loughlin's wardrobe. She says she does not seek out designer labels, but she does like things by Yeojin Bae and Hussy, which she then mixes with pieces from a variety of stores. "I like non-predictable fashion, where you take a little bit of this and a little bit of that and bring it all together into one unique look," says O'Loughlin.

She does not buy into the idea that women can wear only certain styles up to a certain age, and says there is nothing wrong with trying new looks, as long as you adapt them to suit your body and lifestyle.

"Be open to change, but stay true to yourself," says O'Loughlin. "That way, you can't go wrong."

--Christina Kuntz

DRESS SENSE

Favourite colour?
I actually like pink, but I don't wear it. Isn't that funny? It doesn't always work that easily in your wardrobe, so I tend to go for neutrals, blacks and greys.

What do you have most of in your wardrobe?
I have an easy mix-and-match wardrobe -- obviously, a lot of Soeur Design clothes, and my favourite international labels would be Hussy and Yeojin Bae.

What was your most recent purchase?
A Yeojin Bae vintage kimono dress that I'm wearing to a family wedding on Waiheke Island this weekend.

What is the most useful item in your wardrobe?
These -- Soeur Design skinny Voltage pants. They're great under- tunic overdresses -- they give you that lean look. They're comfortable, they're natural fabric, they're trans- seasonal and they go right through from day to night.

How would you describe your style?
I would say it would be luxe bohemian. I like clothes that are flattering, easy to wear, feminine and individual.

Visit Jodi at the Soeur Design Concept Store or email her at jodi@soeurdesign.com