Earlier this year, Ashley McDonnell, an Irish digital leader in luxury and tech (who we like to refer to as Galway's real-life Emily in Paris), announced the launch of Ireland Fashion Week.
Taking place from October 6-10, 2025, Ireland Fashion Week will celebrate the incredible stylists, designers, make-up artists, models, photographers, and various creatives that our small island has to offer.
Today, in the lead-up to the festivities, McDonnell revealed a campaign shoot featuring a plethora of famous Irish faces from music, sport, fashion, and television.
Photographed by Christian Tierney and Evan Doherty, the impressive shoot features a slew of stars in two distinct styles.
While Tierney brought the streets of Dublin to life through raw, cinematic moments against historic backdrops, Doherty led a studio campaign, capturing various designers’ work in bold, editorial portraits.
The campaign included Carlos O'Connell of Fontaines D.C, record-breaking Olympic athlete Rhasidat Adeleke, supermodel Thalia Heffernan, acclaimed actor Clinton Liberty, and award-nominated actress Zara Devlin.
Curated by stylist Anne O'Shea - who recently styled Siobhan McSweeney for The Traitors Ireland - the shoot featured looks pulled from designers showcasing at the inaugural fashion event.
These include Paul Costelloe, Rashhiiid, Bold Golf, Triona, Magee 1866, Louis Copeland, Jack Murphy and By Grace Leonard Design, with footwear supplied by Vision Ireland.
Hair styling for the shoot was led by the Dylan Bradshaw hair team and L'Oreal Professional, while makeup was led by SOSU Cosmetics, reinforcing the strength of Ireland’s homegrown beauty industry and entrepreneurial heritage.
From the sleek studios of The Sp8ce to the cobbled streets of Dublin city, the impressive shoot was a stylish love letter to Irish creatives.
Speaking with RTÉ Lifestyle earlier this year, McDonnell said that Ireland Fashion Week will look different to other Fashion Weeks, and will have a strong focus on "community, education, and giving a platform to people."
"It won't just be fashion shows," she said. "It'll be events, it'll be talks, it'll be exhibitions. It'll be looking into what Ireland's history with fashion is, and what does fashion mean for Ireland, and what role will we play in the industry in the years to come?"
What to expect from Ireland Fashion Week:
- 7 shows featuring Ireland's established names, emerging designers and thriving graduates across the Emerald Isle.
- 3 flagship shows at heritage locations.
- 2 spotlight shows featuring Ireland’s sporting success and rich culture through fashion.
- A graduate show celebrating students of design.- Independent and emerging designers show spot lighting Irish roots.
- 5 events, including fashion dinners, fashion illustration exhibition, community events and an afterparty.
- €1 million euros in industry support, fuelling the next generation of Irish fashion talent.
- 1000+ attendees, from industry experts and press to fashion lovers and cultural icons.
Ireland Fashion Week, powered by Visa, takes place from 6-10 October, 2025.
