Ireland Fashion Week expands to support designers’ commercial viability

Sasha Donnellan, whose label is only a year old, will present a 20‑look collection at Ireland Fashion Week, noting that she spends roughly half her day designing and half working with technology.

Donellan’s workflow blends digital sketching, online order management and remote client interaction, illustrating the growing overlap between creative and digital aspects of fashion.

Founder Ashley McDonnell says the event aims to turn Ireland’s abundant creativity into commercially viable careers. The second edition, launched on Wednesday with a Marks & Spencer showcase at Slane Castle, features solo runway shows, mixed showcases and “the Irish Edit”, an interactive showroom with 29 designers.

Beyond the catwalk, the programme includes a young designers’ initiative and events linking fashion with Irish music, dance and poetry. McDonnell highlights the need for infrastructure – from ready‑made websites to international buyer connections – that many designers lacked after the inaugural week.

Following a 100‑page post‑event report, the organisers introduced year‑round educational activities, such as Brand Bootcamps supported by Visa, offering practical guidance on retail, wholesale, payments and brand‑building.

The Irish Edit’s retail‑style format responds to designers’ calls for more physical selling opportunities within Ireland, aiming to help them capitalise on the visibility generated by the fashion week.

Source: Irish Examiner. Photo: cottonbro studio / Pexels.