16 August 2011 (Interview)

Interview by: Caroline Foran

September 8th sees the return of the annual style spectacle that is the Dublin Fashion Festival. A free for all event that runs until September 11th, this event celebrates all that is great about style and fashion in Ireland's capital city. The DFF is the brainchild of Dublin City Business Improvement District whose aim is to enhance the appeal of the city centre as a place for recreation. The second year for this successful event will be hosted by this year's Face of the Festival, Sonya Lennon. Following the festival's exciting launch at The Westin, (you can check out the pics from that event here) we caught up with RTÉ's Off The Rails presenter to talk about the importance of the festival, and how her career in fashion began.

For those who don't know about it yet, what can we expect from the Dublin Fashion Festival?
It's really a celebration of the wide and varied offering of fashion in Dublin City, and for me, fashion is in everything. Dublin is a wonderful city with the best of designer brands, high store flagship stores and an incomparable fraternity of independent boutiques. DFF is an opportunity to soak up the best of what's on offer including master classes with the experts and fashion shows for all tastes and pockets.

What does it mean to you to be the face of this festival?
Firstly, I was flattered to be asked and, secondly, I was delighted to have the opportunity to support the retailer sector. It's in my blood. I came to styling through retail and love the community, the people behind what's on the rails.

How do you think Dublin is fairing in the fashion stakes when compared to other fashion hotspots like Milan/Paris/London/NY?
We have our own take on things, it's not as prescriptive here as in the fashion capitals. This means that we can carve out our own fashion identity. I look around the streets of the city and people of ages are looking great, amusing themselves with fashion - that's what I love.

What do you think of the industry as it stands in Ireland/ Dublin?
I know how tough it is out there. I make very careful decisions about my buying choices, I avoid online purchases these days in favour of keeping the money here, we all have a part to play.

 How important is a festival like this, does an event like this help our position in the world of fashion?
I think what's interesting about DFF is that it's not a buyers event, it is supported by the industry and it's insiders, but it's offering the end user, the consumer, an opportunity to get excited about style in our wonderful city.

What are you most looking forward to about this festival?
I'm compiling a collection from my own wardrobe that I consider heirloom pieces. They will be photographed and exhibited and I will talk about why they are special to me and why I hope they will be special to my daughter when the time comes. That will happen on the Thursday. But really there's so much going on that there's something for everyone - and it's all free!

How did you get involved professionally in the fashion industry?
I started by working in two amazingly avant garde boutiques, Kamouflage and Firenze, both, unfortunately, now gone. When I saw the stylists (there were only five!) I was in awe of what they did for a living. I guess eventually, the penny dropped, and I thought, 'I can do that!'.

You're not just the face of this festival, we'd probably consider you the face of fashion in Ireland too! You've achieved so much, how do you stay so grounded?
Well, thank you for the sentiment, although I'm not sure I'd agree. I'm just doing a job that love, surrounded by some people who I love, some people who are incredibly talented, and best of all, plenty who are both.

What do you think it takes to make it in this industry, whether you're a designer or a stylist?
Hard graft, determination, talent, passion, humility, brass neck and stamina. But in the cut throat world in which we live, you could pretty much say that about any job!

We're very excited for your drab to fab Makeover Masterclass. Any secret tips to go from drab to fab for our readers now?
I think the key to looking good involves objectively understanding your body and how to make the most of it. Understanding your lifestyle and what you will actually wear. Understanding what suits your colouring. And having the confidence to to wear what works for you.

What do you see as the big trend for the next Autumn/ Winter season?
I love that suiting is back on the map. I can't believe I'm saying this as a dedicated colour solids girl, but I love some of the new graphic prints and wonderful 70's palette.

If you had to pick 2 staples for every woman's wardrobe for the next season, what would they be?
I think I would urge the purchase of elegant shoes, no more hooker shoes please. And, it's a big coat season, plenty of choice out there, so a good time to invest.

Each day of the festival is themed to represent various fashion tastes, from diehard fashion label junkie to high street fashionistas, how would you describe your style?
My style is a leisurely hitch hike through all available options, with long pauses for contemplation at the alter of Irish design.I'm a tall skinny fashion chick trapped in small curvy girl's body, with the insight to know that what's good foe one, is not necessarily good for the other.

What's your Fashion Philosophy?
Dress to make the most of what you've got and as much as possible, amuse yourself.

Is there one fashion item you couldn't live without?
The structured jacket, it makes everything okay.

What about a beauty product?
Lipstick - it's my power.

The Dublin Fashion Festival is a free access event, so you can get your fashion fix free of charge and save your ‘spends’ to splurge in the shops!

 For more information see www.dff.ie.