Laura Birmingham has been Ireland AM’s beauty and fashion expert since 2003. Through the years she has solved hundreds of viewer problems, ranging from holistic therapies and cosmetic procedures to hair, make-up and skin-care remedies. Laura also writes a weekly beauty page in the Irish Mail on Sunday. Today she’s dishing all her style secrets for HelpMyStyle!

Describe your style in five words?
Smart casual but needs work ;-)

What’s your beauty essential?
Carmex original, none of your “flavours” thank you very much!

What item could you not live without?
A handbag. I buy good bags, not insanely expensive, my theory being that if I spend less I can buy more of them. This is leading to a space issue!

If your house was on fire and you’d only time to save one thing, what would it be?
My family and the comprehensive list of every item of clothing and beauty product I have compiled for the insurance, if I can lift it!

What’s topping fashion wish list at the mo?
A D&G bag with 5 zipped compartments that most likely would flay my hands, but it makes my pupils dilate.

Best style tip?
Find your place in fashion, know what suits you, dress comfortably and give a slight nod to fashion and what’s “in”.

Favourite highstreet designer collaboration?
I loved Viktor & Rolf for H&M, the collection had a lot of their trademark quirkiness. The current Roksanda Ilincic collection at Debenhams is wonderful too.

What’s in your handbag right now?
LOL what isn’t? Enough to get red-carpet ready in 5, interview someone and a few sweets to keep me going.

Style-crush?
I don’t really have one but I admire any blonde who can wear black without a single hair resting on her lapel.

Worst and/or best shopping experience?
Worst-Galeries Lafayette Paris, it’s too big. Best is Macys, it’s bigger but they’re much more helpful!

Best on the high street?
For day wear Zara is my life-saver because everything is so long. For evening wear Fran & Jane always delivers.

Favourite place to shop?
Dundrum is great, it has every great store, but I go abroad a lot so always try to get something a little different that you might not see here.

On that note, what’s your travel essential?
A large wrap scarf and socks, why are planes like the Arctic these days?

Fashion on the web?
ASOS is ok. I look at fashion sites for inspiration rather than buying, I find it helps me decipher good from bad when I go shopping.

Worst fashion moment?
Any student fashion show I modelled in, the choice is endless, “bonkers” is a word that comes to mind for most of those designs.

Nearly every past decade of fashion is reliving a moment, what’s your fave?
40’s and 50’s glamour but only for a day, my hair is resistant to pin curls!

Finally, what do you want your style to say about you?
If I ever pull off “quiet sophistication” I’ll be very happy!

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