Promoting sustainable style on a budget in Athlone

An eye-catching “outfit board” showcasing sustainable street style on a budget around Athlone is proving a hit on Instagram.

South African Clare Christians jokes that it is the ultimate “couple's project” with husband Chris behind the lens learning about lighting and angles as he captures her casual styles in a variety of urban locations locally, from the graffiti wall on the cycleway, Church Street, the Golden Mile, and even, a multi-storey car park.

“I started it in June just because we were in lockdown and I was sitting at home and I was wondering if this is it for a while, what would I have liked to do that I haven't,” Clare, who has been living in Athlone over four years and is an Irish citizen recalls. “I just decided then to make a start, take some pictures of my makeup and what I'm wearing.”

Always a casual style fan of brands like H&M, Zara, and of course, Penneys, she agrees that the timing of her Instagram page couldn't be better to show off a pared back style as loungewear is having a major fashion moment amid Covid-19 restrictions, and a more relaxed way of life with no major events or occasions.

But Clare, who lives in Cornamaddy, is keen to promote the idea of sustainable style and recycling outfits too. She sums it up : “It can make sense to have less things and pair them better, more versatile clothing”.

“Be clever what you buy and be versatile. I'm very into neutrals so I switch them up them with different colours. I have black tights, I paired them with a white hoody, then with a black polo neck or my husband's check shirt.

“It's especially important with Covid and everyone's finances have changed so I want to show that's okay to wear the same stuff, styled differently,” she continues.

“I'm quite on board with my next purchase being vintage and upstyling it, rather than buying something new. Vintage pieces are completely unique.”

“I want to change people's mindset with regard to fast fashion, yes I love it, but I think we all need a shift to less given how much clothes are thrown out every year,” enthuses Clare, who hopes to inspire people in terms of style, and maybe rather than impulse buying, thinking twice and being clever about purchases.

Previously a medical sales rep, her job and childcare situation has changed since the arrival of Covid-19, and she is now at home full-time stay at home mum to son Phoenix, who has just turned one, and Leyla (6). This extra time allows her to fit her style shoots in between the daily routines, and with husband Chris, a chef, having more time on his hand too it's become a focus for them that they've enjoyed.

A few months on from the launch of her “outfit board” on Instagram, she's absolutely delighted with the reaction, and hopes to add to it with a more lengthy Wordpress style blog in the near future. She wants to continue to promote Athlone which she describes as a “stunning” location and is not as well known as Galway or other areas in terms of style.

Asked if she wants to move into influencer territory, Clare would certainly not rule it out should the right opportunity come along, but as a self-confessed “people person” she would also love to get involved in TV or radio.

But for now, she is just happy to have this creative outlet in strange and unsettling times to keep her busy. “It's something for me,” she ends.

For more information, check out @clare.christians on photo app Instagram.