Igor Srzic-Cartledge is Brighton’s answer to Gok Wan, a personal stylist who hangs out with designers and A-listers so he can keep the city’s wannabe fashion icons in styles to which they’d like [...]]]> He is Brighton’s hippest fashionista who re-styles yummy mummies and ladies who lunch with a passion for fashion and a gift for glamour.

Igor Srzic-Cartledge is Brighton’s answer to Gok Wan, a personal stylist who hangs out with designers and A-listers so he can keep the city’s wannabe fashion icons in styles to which they’d like to become accustomed.

In his charming Serbian accent, he also dishes out hot fashion tips to the style-conscious on Brighton’s Juice FM radio station and he is practically a fixture in the bar of the Hotel du Vin in Ship Street, Brighton, where he is the in-house stylist.

“I was born with a love of fashion and style,” says Igor. “I love talking to people to discover what they love to wear, what suits their shape and their colouring and their lifestyle and then finding clothes that they love. I help them explore beyond their usual fashion rut. But I’m not like Trinny and Susannah – I want to make people feel better about themselves. Who am I to make people feel bad about themselves?”

Igor’s career has its roots in Serbia, where as a chic schoolboy in 90s Belgrade, his passion for fashion made Igor stand out among his contemporaries, the only child who co-ordinated his accessories and wore tank top-over-shirt combos. “I was always very well dressed,” says Igor. “I was out of the ordinary because at that time it was unbelievable for a little boy to be well dressed.” After withstanding a certain amount of torment from his more conservatively dressed peers, he clung to his dreams of a life in couture and, aged 20, came to London, arguably the fashion capital of the world.

Speaking no English, he collected glasses in a bar until his English was fluent and his knowledge of every fashion collection was complete. From there, the path from glass collector to self-styled master of fashion was surprisingly smooth. He landed a job as sales consultant at the King’s Road store of a well-known British fashion chain where, on his first day, he was charged with finding a new wardrobe for a wealthy
“lady who lunches”.

“Well, she loved the clothes I chose for her and she spent £5,000,” recalls Igor. “She was fantastic. She said to my boss, ‘This boy is amazing’, and sang my praises to the heavens. That’s when I thought, ‘This is it. This is what I should be doing.’”

Once Igor had found his niche, he honed his styling skills in a string of stores over the next few years and when he heard about this funky bohemian city on the south coast, he upped sticks from London and came to Brighton. “I love the shops in Brighton,” he enthuses. “I enjoy London and frequently go there but Brighton is special – it’s so funky and cool.”

Igor took the plunge and became a self-employed personal stylist five years ago, finding male and female clients through networking, otherwise known as partying, in Brighton and in the world’s top fashion city’s: London, Berlin, Paris, Milan and New York. Fashion shows are an absolute must in his line of work and he has the photographs to prove it. He has been papped with A-listers from Eva Longoria of Desperate Housewives and film star Lucy Liu to singers Justin Timberlake and Solange Knowles, Beyonce’s older sister, and has appeared on Sky TV with advice on beach fashion. His name is among the UK’s finest stylists in the fashion bible Vogue magazine.

“It doesn’t even seem like work to me,” he laughs. “Fashion is something I love to do so being paid for it is just heaven.”

Igor tailors the prices for his personal shopping and styling services for each individual client. First, there is a one-hour consultation, where Igor will discover your likes and dislikes, your dos and don’ts. Then he will carry out research, scouring fashion stores in Brighton and London to put together a wardrobe or an outfit according to your specifications. Then you get to go shopping with Igor, when he will take you to shops that will probably be out of your comfort zone to try out styles and colours you may not have even considered before.

“But there’s no obligation to buy,” he explains. “I simply source and suggest and it’s up to the client whether they buy or not.”

He collaborates with other professionals, such as hair stylists, photographers, make-up artists and designers, for extras for his clients, such as photoshoots, and he’ll organise style parties, personal shopping experiences for family and friends, and wardrobe detoxes.

Even his retired mother in Belgrade is styled by Igor. “I visited last July and for her birthday present, we went on a shopping trip where I found her a mix-and-match wardrobe, with basics, investment pieces and party pieces. She loved it.”

Contact personal stylist Igor Srzic-Cartledge on 07961 314637 or email him at igor@personal-style.co.uk <mailto:igor@personal-style.co.uk>.
Visit www.personal-style.co.uk <http://www.personal-style.co.uk/> Listen to Igor on Juice FM 107.2.

Sky Showbiz stylist and presenter Emma Rice talks to Personal Stylist Igor about everything you need to know about the perfect holiday beachwear. From ruffles and polka dots to florals and monokinis, Emma gets expert advice to help you choose the right holiday beach look.

The show is in 2 audio clips:

Listen to the first part

Listen to the second part