Ashley McDonnell has been making waves in the fashion game in Paris for over ten years, and now the Galway woman is ready to show the world the talent that is here at home in Ireland.
She is on a mission to put a spotlight on Irish designers and beauty brands, as she feels that the country has plenty of fashionistas who are on par with those in Paris or Milan. She plans to showcase all that they have to offer at Ireland Fashion Week in October.
However, Ashley revealed that she has been seeing a lot of people joking about the country’s fashion capabilities, asking if the shows will be filled with fake tan and false eyelashes.
Ashley McDonnell. Pic: Ashley McDonnell/Instagram While the fashion mogul takes all of the comments in jest, she does feel that it speaks to the wider problem that the industry has in the country. There are not enough Irish designers on the map… yet.
Ashley spoke to EVOKE about the build-up to Ireland Fashion Week, dishing on the reaction she has received from the public.
While the event has garnered a ‘hugely positive’ reaction from the general population, there have been some telling jokes, shining a light on what comes to mind when people think of fashion here.
’The only negativity, and it’s not even really negativity, has been the comments from people asking: “Will we be seeing jeans and brown boots? Will we be seeing fake eyelashes and leggings? Is it all gonna be fake tan?”‘ she laughed.
Pic: Ashley McDonnell/Instagram‘I’m glad to see that for some people, the expectations are so low because when they see what we produce and what Irish designers are capable of creating, it’s going to be impossible not to be impacted by this.’
Ashley is definitely up to the challenge and feels that it is the perfect time to get the country on the fashion map, especially considering how far we have come in the industry over the last decade.
‘Timing is everything. I think 10 years ago, we wouldn’t have been ready, but right now it feels like it is the moment,’ she told us.
Ashley continued: ‘I think digital plays such a big part. Online media plays such a key role in all of this, whether it’s through TikTok or social media, people are seeing what’s out there and are not afraid to step out of their homes wearing the outfits that they like.
Pic: Ashley McDonnell/Instagram‘Whereas before, you would’ve been absolutely criticised for wearing anything out there. When I was growing up, some of the outfits that I’d go out in were, but nothing could stop me.
‘But now, when I go home, I’m so happy to be back in Galway and to see all the incredible designers coming out of the county and Limerick and the rest of the country as well.’
Pic: Ashley McDonnell/InstagramAshley moved to France when she was 19, and quickly found herself being headhunted by Dior. As the director of PUIG and the founder of Tech Powered Luxury, she has been at the centre of huge events in her time.
The Galweigan is surprised at how much hype has been generated around the Irish Fashion Week, considering she has worked on bigger projects in Europe.
Ashley feels she is experiencing something similar to the ‘Late Late Show effect’, when Irish Hollywood stars receive more praise from their family for appearing on the RTÉ chat show than they would for starring in a blockbuster movie!
Pic: Ashley McDonnell/InstagramAshley said: ‘ I find it quite funny because everyone is very interested in Ireland Fashion Week, whereas the last 10 years I’ve been doing absolutely massive projects, flying all over the world with Dior for three years and having this amazing global career with them, but I guess I couldn’t share a lot about it, so it wasn’t very visible.’
‘I think it’s also because we’re bringing it home and we’re also bringing Irish creatives back to the island who have had amazing careers, globally outside of Ireland, and we’ll also be bringing over those international celebrities and influencers.
Pic: Ashley McDonnell/Instagram‘I think that’s why people are very excited, because all of a sudden it’s very accessible. It’s something that we want everyone to be able to get involved with. I do feel like that’s why people are excited about this as well.’
Ashley explained that she will bring over as many international influencers, celebrities, and media press as she can over to ‘make as much noise as possible.’
Pic: Ashley McDonnell/Instagram‘This isn’t just about putting Ireland on the map for Irish people, but actually putting Ireland on the map internationally as well,’ Ashley said.
Ireland Fashion Week will run across the country from October 6-10, 2025.