Ashley McDonnell, the driving force behind Ireland’s inaugural Fashion Week, has declared that the event will be a powerful celebration of Irish creativity, culture, and craftsmanship. The 31-year-old entrepreneur from Craughwell, Co Galway, is leading the country’s first couture-focused fashion week, scheduled to take place in Dublin from October 6 to 10.
Bringing a wealth of experience from both French and Irish luxury fashion sectors, McDonnell—now a director with global luxury conglomerate Puig—says her goal is to make fashion accessible to the wider public.
“I want to make sure that we’re able to bring as much of the public into this experience as possible,” she said. “We’ll be doing reruns after most of the main shows, which will allow members of the public to buy tickets to come to the shows. Prices for matinees, for example, would be noticeably lower.”
A graduate of Smurfit Business School and HEC Paris, McDonnell emphasizes the need for inclusivity in an industry that often privileges those with international training.
“Designers and creatives in Ireland don’t always have access to the culture and education that designers in the UK, France, and other countries may have, so it’s important to keep things as accessible as possible,” she said. “As an Irish person who’s had this very fortunate international experience, I feel an obligation to bring as much of that back as possible during Ireland Fashion Week.”
While the event will open and close in Dublin, shows will also be hosted in various locations across Ireland to highlight regional talent and the island’s natural beauty.
“We want to make sure, not only are we able to engage with local communities and local designers, but that we’re also able to showcase the beauty of Ireland as an island, not just what’s happening in Dublin,” she explained.
The fashion week will feature seven main shows: Flagship, Spotlight, Graduate, Independent, and Emerging Designer showcases. Designers are invited to submit their work to be considered for these categories.
Thematic variety will shape the week, with the opening and closing Flagship and Spotlight shows focusing on Irish heritage, modern traditions, and contemporary design. Spotlight shows will also draw inspiration from sportswear and streetwear. Meanwhile, Graduate and Emerging Designer presentations—scheduled from Tuesday to Thursday—will celebrate the Irish sea and national roots.
McDonnell believes the essence of any fashion show lies in the collection itself.
“The most important part of a runway is first and foremost, the collection. What you actually see coming down the runway. That needs to have that wow effect,” she said. “But if you don’t have an equally strong creative team made up of brilliant photographers and videographers, you’re going to really limit yourselves on how you’re able to communicate that show.”
Equally vital to the show’s success is the energy brought by its audience. Each show will have a specially curated guest list that aligns with the designer’s ethos and helps to amplify their story and vision.
“Every single show is going to have a curated guest list that, one, reflects the actual ethos of the designer that’s showcasing,” McDonnell explained. “Two, [it] is going to help amplify the story and the collection through reaching their audience. Each designer is going to be very unique, so it’s really important for us that we have a different attendee list per show as well.”
McDonnell attributes the rise of Irish fashion to the relentless advocacy of individuals passionate about homegrown talent.
“Jess Colivet and Anne O’Shea are two women that really champion Irish design. We don’t stop talking about Irish designers, we’ll constantly wear Irish designs and promote them as best as we can,” she said.
The need to promote Irish designers domestically before gaining international recognition motivated her to start this project.
“No one is going to cheer louder for Irish design than Irish people who are in Ireland and Irish people living abroad,” she affirmed.
To ensure Ireland Fashion Week reflects this spirit of support, McDonnell has formed a jury and board made up of influential figures in the Irish fashion and entertainment scene. The panel includes stylist Zeda, former Irish Independent Fashion Editor Bairbre Power, designer Aoife McNamara, and Picture This lead singer Ryan Hennessy.
“I paid close attention to the gaps I had in knowledge, experiences and expertise,” McDonnell said. “I have been in the business world of luxury for quite some time now, and one of the most important things is your board.”
Designers—both established and emerging—as well as fashion students, are encouraged to submit applications to participate in Ireland Fashion Week. Submissions are open until May 23rd.
To those who are hesitant about entering their work, McDonnell offers encouragement: “Just apply. We’re going to give you all of the resources, help and support necessary to create something absolutely spectacular.”
Ireland Fashion Week promises not only to be a platform for fashion but a cultural movement to showcase Irish pride through design.
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