Coco Chanel "When accessorising, always take off the last thing you put on"

A guaranteed way to incur the wrath of Irish women is to suggest that they have no style. The designer Paul Costello is still living down his comparison of Mna na hÉireann with 'ambitious mutton'. But looking at the turnout at last weekend's TV Now awards, it's impossible not to think that Irish red-carpet style is a curious thing.


When Irish celebrities go all-out, it's rarely edgy and it's only classic if you think that floor-length citron-coloured frocks fall under this category. You could say it's the very antithesis of the philosophy of Coco Chanel, pioneer of the little black dress and champion of modern, elegant simplicity. One of Chanel's many wonderful bon mots was that a girl should be two things: classy and fabulous. Arguably, many Irish celebrities fall short of this mark when they walk down the red carpet and it's not the only way in which they fail to follow the Chanel creed.


What Chanel said: "Elegance is refusal"


What Irish celebs say: 'More is more'


Big hair! Bosoms! Bangles! Ballgown! Bright colours! The Irish red-carpet look is not one of restraint. It's unashamedly bling, sometimes even brash and it's obvious that the consensus is why emphasise one thing when you can emphasise everything.


The Sunday Tribune's fashion editor, Ciara Elliott thinks it's a very aging look. "All these gorgeous girls and they look like dowagers on a cruise ship," she says.


Where are they taking their style cues from? "In a way, Ireland is quite provincial and there's that nouveau riche thing of showing your money and wearing the obvious labels – that's what 'going-out' style in Ireland is all about. In other countries, maybe where they're used to having money, they tend to dress down."


She also believes that celebrities embrace any chance to get out the glad rags. "Here people really take advantage of glitter and glam but it's not always appropriate. A lot of the time, they're not necessarily at gala events. Just because there's an actual red carpet doesn't mean you have to overdo it."


What Chanel said: "When you give women back their mystery, you give them back their youth"


What Irish celebs say: 'Every night is debs' night'


The debs, one of the highlights of the teen social calendar, has a special place in most people's hearts. When it comes to red-carpet attire, it holds such fond memories for Irish celebrities that it's a look they return to again and again and again. The 17-year-olds climbing out of a white limo at the Killiney Castle Hotel and vast swathes of Irish celebrities stuck in their style rut of sugar pink, big hair and diamante crystals are indistinguishable.


Jennifer Stevens, editor of U magazine wonders if the relentless colour scheme of turquoise, pink, and lemon is because they go better with a fake tan. "They are not colours that suit the natural skin tones of Irish women. I remember being at a fashion event with the designer Richard O'Brien and he was freaking out about this – he was going to leave if he saw another turquoise blue chiffon number."


She does think that the tide might be turning, citing Kathryn Thomas' dress at the TV Now awards as a fine non-debs example ("although she still had the hair…") and thinks that Leigh Arnold's pants suit was very sophisticated. "Rosanna Davison was also wearing a pants suit and it was a lovely shape on her but she had to add the headband, the scarf, the bangles and the clutch and make it more like a costume," Stevens says.


What Chanel said: "The best colour in the whole world is the one that looks good on you"


What Irish celebs say: 'Tangoed and tonged to the max'


What is there to say about the fake-tan phenomenon that hasn't been said before? Irish women have fallen for the sun-kissed healthy look, which when done well covers a multitude of flaws and when done badly results in the streaky, orange look so reviled.


"We live in a country with a pretty dreary climate. It's a quick and easy way to get a bit of colour on your face and body and it makes women feel good about themselves," points out Kirstie McDermott, editor of www.beaut.ie. "A little tan is good – everyone suits a healthy glow – but a lot is very ageing. Rosanna Davidson is a beautiful woman, but she looks far older than she is because of the depth of her colour."


Hairstyles on the Irish social circuit can be put into three categories: straightened, ringleted or up. McDermott says that the debs influence is evident here again. "Stiff, weddingesque and welded into place with Elnett and three packets of clips is a strong theme," she says.


What Chanel said: "When accessorising, always take off the last thing you put on"


What Irish celebs say: 'Which way to Claire's Accessories?'


When Irish women accessorise on the red carpet, they often forget that key accessories can make or break an outfit. Instead of spending time figuring out what would really complement what they are wearing, they either just lash on some free Newbridge goodies, or drape themselves in over-the-blinging-top costume jewellery that Just. Doesn't. Go.


Comedian Karl Spain doesn't understand the willingness of Irish women to follow each other instantly when an accessory trend catches on, no matter how ridiculous it seems. "I came back from Edinburgh a few years ago and it was like the country was taken over by bandits because everyone was wearing ponchos. Now if you saw someone wearing a poncho you'd think 'god, she still has that aul thing?' Why is something that's not right now, right back then?"


What Chanel said: "Elegance does not consist in putting on a new dress"


What Irish celebs say: 'The best bling in life is free'


Back in the heady days of the roaring fashionista that was the Swarovski-encrusted Celtic Tiger, labels, department stores and boutiques were all too willing to throw clothes at celebs just for the privilege of seeing them strutting down the red carpet.


But the culture of blagging dresses for a night out or indeed for keepsies has completely changed now that the bottom has fallen out of the fashion economy.


Corina Gaffey, fashion editor of Stellar and Kiss magazines says the end of borrowing couture has furthered the demise of well-dressed Irish celebs. This also means that without a helpful lending boutique assistant, celebs are left to their own devices when it comes to choosing a frock. "Unless they hire a stylist, people who don't have the greatest fashion sense screw up," says Gaffey.


What Chanel said: "In fashion, you know you have succeeded when there is an element of upset"


What Irish celebs say: 'I'll have the lowest common denominator, non-edgy look to go please'


A notable aspect of Irish red-carpet dressing is that it's rarely trend-driven and seldom represents anything approximating current catwalk trends.


This one is a bit of a double-edged sword. When celebrities go down the tried and tested route they'll be accused of playing it safe and if they try anything outré, they're pegged as fashion victims.


"Dublin/Ireland is a small town. Having the balls to do something different is something that can follow you around like a bad smell for years," points out Matt Matheson of style blog Dublin Streets.


"If you are in the small social scene, it can be hard to break free from what is expected. People have broken free and have been lambasted for trying something new – take Caroline Morahan in the coloured dress she wore that is still talked about to this day.


What Chanel said: "I never wanted to weigh more heavily on a man than a bird"


What Irish celebs say: Men shouldn't be seen OR heard.


One of the great mysteries of the red carpet is that it seems to be completely devoid of men. It's a situation that frustrates jewellery designer and stylist Graham Cruz no end. He sees a practical reason for the lack of coverage of men on Irish red carpets.


"It's all about selling newspapers, and the papers want a picture of the pretty girl in the slinky dress. Another guy in a black suit isn't that exciting." But when they do turn up, and when they do get their photo taken, it's still just another trip to snoozeville, according to Cruz. "Irish men in general, are conservative dressers. They are frightened of taking risks, frightened of standing out." His advice to guys who want to make a statement: "Read some fashion magazines and find out what's going on. It doesn't have to come from Louis Copeland to work."