James Patrice advertising Dublin Zoo isn't a threat to my motherhood

The declaration by certain men on the political right that James Patrice in a dress is somehow a threat to Irish motherhood would be laughable if it wasn't so stupid, writes Sinéad O'Moore

The Malahide Mammy (James Patrice) launches Dublin Zoo’s All-Things-Irish takeover from the African Plains at Dublin Zoo. Picture: Patrick Bolger

I am an Irish mam and I’m not angry at men in drag, I’m angry at men in suits, usually at podiums announcing decisions that make us less safe.

I’m angry that parents can’t access affordable childcare to make retaining our careers and the two incomes needed for rent or mortgage approval possible and that mothers experience a 27% drop in earnings after childbirth. Yet we are told to have more children.

“We will need your babies to someday go to work to fund our pensions,” they say. And this is somehow, my fault, my problem, my regret?

I’m angry that our maternity care is a political ball to be thrown around. And I’m angry that mothers feel so broken and alone that suicide is the leading cause of death in pregnant and postpartum women in Ireland.

I am angry that the State granted planning permission for 140 apartments on the site of the Bessborough Mother and Baby Home and so instead of allowing a generation of women to process and grieve, and for us all to remember our shameful treatment of mothers, it will become real estate.

While also being angry that over 5,000 children are living in emergency accommodation caused by soaring rents, "no-fault" evictions, single incomes and because they had to leave their unsafe homes in the middle of the night.

Because you see, I’m angry that one in three women in Ireland have experienced psychological, physical and/or sexual abuse from an intimate partner, with over 65,000 domestic abuse incidents reported last year.

I’m angry at AI nudifying our bodies; at AI fuelling impending job losses.

I’m angry about the climate crisis, Epstein Files, genocides and sexual reproductive rights.

I’m angry about the ferocious global violence being normalised; I’m angry that there are more studies dedicated to solving male pattern baldness than endometriosis.

At any given time, on any given day, I can find a legitimate reason to be angry.

Dublin Zoo's Mother’s Day campaign

But a Dublin Zoo campaign for Mother’s Day featuring a man in drag is not one of them.

In case you missed the social storm; to celebrate 'All Things Irish' from March 14-17, Dublin Zoo are running a multi-day event to celebrate Irish culture. 

The face of their 'All Things Irish' campaign is prominent TV presenter, performer, podcaster and social media creator James Patrice, or more specifically, his drag character 'Malahide Woman'.

Mother’s Day falls within the dates of this campaign and so, when Dublin Zoo launched their annual promotion, Mams Go Free on Mother's Day, providing free admission to mothers accompanied by a full-paying adult or child, Patrice as his 'Malahide Woman' drag act was the face of the promotion. 

This caused some corners of the internet to aggressively decree this as the "biggest insult to mothers, women and girls". These are in many cases the same voices who campaign against reproductive rights for women.

James and his largely female audience who enjoy his humour, energy and warmth are assets to any brand hoping to spread some cheer. Picture: Patrick Bolger

Collectively his 'Malahide Woman' content has achieved tens of millions of views across social platforms, opening career doors into Irish broadcasting with Patrice securing presenting roles on Dancing with the Stars, Rose of Tralee, and Today with Maura and Dáithí. 

He also co-hosts the popular podcast A Beautiful Breakdown with founder of Hildun Beauty, Suzy Griffin Dunne.

With a combined following of about 250,000 people across Instagram and TikTok, James and his largely female audience who enjoy his humour, energy and warmth are assets to any brand hoping to spread some cheer.

Now in saying that, I have a 20-year career in marketing and advertising and, creatively, the campaign could have been more considered if it had also featured a mother. 

Indeed, James’s mother Fron is a jewel in his content crown, a woman he so clearly adores, respects and loves, and who is well known to his audience. She would have been the ideal co-star.

Perhaps this acts as a warning to Dublin Zoo and other brands that they need to apply more audience insight next time.

But I’ll admit something that may disappoint both sides of this culture war: I simply cannot summon the energy to be angry about this, given where we are at.

A Dublin Zoo campaign for Mother’s Day featuring a man in drag is not a reason to be angry. Picture: Patrick Bolger

Being a mother in 2026 is both a privilege and a full-time nervous system stretch.

Every mother I know is at capacity. We are sick of relentless aggression. We are anxious over the world our children will inherit.

These are the things that keep me awake at night — not whether men in drag are undermining the power of mothers — men in suits have been doing that for decades.

If you spend time with mothers, as I do, you’ll hear the weight of the world relieved with solidarity, friendship and empathy.

What's your view on this issue?

You can tell us here

You’ll see a witty observational social reel shared, a recommendation for a podcast, or a chat about what the kids love on the TV; or how inconvenient it is for our perimenopause to collide with the fall of international human rights.

Everybody needs a little bit of light in these dark days. Like every artist who makes us laugh, James Patrice and his 'Malahide Woman' bring that light.

'Malahide Woman' exists to shine laughter and grá down upon us — not erase us. So yes I’m angry. But no, not about this.

• Sinéad O'Moore is a mother of two and host of Stretch Marks Podcast. She has studied Women in Leadership at UCD and is the founder of communications agency The Brand Story.