There's a particular kind of fashion moment that doesn't try to shout, but still ends up everywhere. Maura Higgins seems to be having a few of those lately. Her recent appearance at Primark's New York flagship celebration felt like more than just another brand event—it read like a snapshot of where her style and her career are quietly heading.
Held in Manhattan's Herald Square, the evening brought together an unlikely but striking mix of names: Emily Ratajkowski, Sarah Jessica Parker, Winnie Harlow and a host of other familiar faces from fashion and entertainment. And right in the middle of it all, Maura — once known mainly for reality TV — held her own in a way that felt surprisingly natural. Not loud, not overworked, just very considered.
Wearing a clean white shirt dress with a cinched waist, oversized sunglasses and a structured handbag, she leaned into a look that was simple on paper but effective in practice. It's the kind of outfit that doesn't rely on designer labels to feel elevated, which is exactly what makes her current styling approach interesting.
Because what Maura is doing right now isn't really about chasing trends—it's about refining them.
1. Start With Something Simple, Then Make the Shape Do the Talking
At the Primark event, Maura's white shirt dress was doing most of the heavy lifting. No complicated detailing, no busy prints—just a structured, sleeveless silhouette pulled in at the waist.
That's the first part of her formula: keep the base clean.
It's a styling trick that fashion insiders return to again and again because it works. When the shape is right, everything else feels easier. The waist belt added definition, while the crisp fabric gave the outfit a slightly tailored feel without tipping into anything too formal.
It's also what makes this approach so wearable. You don't need a red carpet or a stylist to recreate it—just a piece that fits well and understands proportion.
In a room full of bold fashion choices — from Winnie Harlow's double denim corsetry to Sarah Jessica Parker's oversized tailoring — Maura's restraint stood out in its own quieter way.
2. Accessories Aren'T Extras — They Are the Outfit
If there's one thing Maura understands, it's that accessories change everything.
Her oversized sunglasses, worn indoors, added instant attitude. The structured handbag brought polish. The heels sharpened the silhouette without making it feel forced. Nothing was random, but nothing felt overthought either.
This is where her style starts to feel quite modern. Instead of relying on statement clothing, she uses accessories to set the tone. It's less about what you're wearing, more about how you're framing it.
And it works particularly well with high-street pieces, because it allows simpler garments to feel more intentional. A £30 dress can suddenly feel far more elevated when paired with the right bag and shoes.
It's also worth noting how she doesn't over-style. There's no stacking of jewellery or competing details—just a few strong choices that carry the look.
3. Neutral Dressing That Feels Intentional, Not Flat
Maura's all-white outfit wasn't just a safe choice—it was a strategic one.
Monochrome dressing has long been a go-to styling technique because it naturally feels more expensive, even when it isn't. It removes distraction and lets shape and texture take centre stage.
In this case, the soft white palette created a clean, continuous line that made the entire look feel sharper. It also suited the setting: a fashion-heavy event where a sense of ease often reads better than over-styling.
What makes her approach work is that she doesn't lean into colour too heavily. Instead, she builds around neutrals and lets the silhouette and accessories do the talking.
It's a subtle shift, but it's what separates an outfit that feels thrown together from one that feels styled.
Maura Higgins at Primark New York: A Different Kind of Fashion Moment
The Primark event itself was a sign of how retail launches have evolved. This wasn't just a store opening—it felt like a fashion gathering in its own right, complete with a guest list that spanned models, actors and influencers.
Alongside Maura, names like Emily Ratajkowski, Sarah Jessica Parker and Coco Rocha turned up in looks that leaned into their own fashion identities, from tailored suiting to bold, sculptural dresses.
But Maura's presence stood out more quietly. Not because she was the most dressed up, but because she looked completely at ease in her outfit. That sense of ease is becoming a defining part of her public image, especially as her profile continues to grow in the US following The Traitors.
With her upcoming appearance on Dancing With The Stars, her fashion visibility is only set to increase further—and so far, she seems to be leaning into a style that feels deliberately accessible.
Final Thought: Why Her Styling Approach Is Resonating
The reason Maura's outfits are landing right now isn't that they're complicated—it's because they're not.
There's a clear pattern to how she dresses: start simple, shape the silhouette, and let accessories carry the rest. It's a formula that works just as well for high-street pieces as it does for designer ones.
More importantly, it feels wearable. There's nothing distant or overly polished about it. Instead, it sits in that space where fashion meets real life—the kind of outfits you can actually imagine putting on without a team behind you.
And maybe that's the appeal. Not perfection, but polish that still feels like a person wearing clothes, rather than a look constructed for the camera.
