Ashley McDonnell: From Galway to Global Luxury Leader in Paris
This October, Ashley McDonnell will lead Ireland’s long-overdue moment in the global fashion spotlight with the launch of the inaugural Ireland Fashion Week (IFW) — a landmark celebration of creativity, culture, and homegrown design talent. At the official launch atop Dublin’s Anantara The Marker Hotel, Ashley shone in Kayola Store, embodying the spirit of emerging Irish design.
A visionary force behind the event, Ashley has spent years forging connections between Ireland’s creative industries and the world’s leading fashion players. With her global network and sharp industry insight, Ireland Fashion Week is set to become a major fixture on the international fashion calendar.
We sat down with Ashley to talk about her journey into the world of luxury, her go-to productivity tips, and how she balances work and life in Paris.
From Galway to global: Ashley McDonnell’s journey in luxury
I’m not a morning person! I’ve tried everything but finally accepted that I am a night owl and simply have to make it through the morning. My day starts with getting ready – skincare, hair, makeup, outfit and I like to take my usual supplements from Ethos (Resilience) and Seabody (Beauty) before having an espresso and heading either to the office or meetings, usually in Paris or Dublin. I work from home a day or two a week in Paris which I absolutely love, and try to get out for a walk to one of my favourite cafes - Noir Victor Hugo.
Having a career at the crossroads of luxury and technology wasn’t my first plan. However, I quickly found out that roles within the digital space were in high demand, so after completing an Undergraduate and Masters Degree at a French Business School or “Grande École” and completing as many relevant six-month internships as possible, I finally landed my dream role at LVMH as a digital analyst.
The journey wasn’t easy but I believe I followed the fastest and most straightforward path that most of my French friends and colleagues also used to enter the industry. It was challenging, rewarding and involved a steep learning curve – from learning about the business of luxury and honing my own skills in digital, to becoming fluent in French and navigating a competitive industry.
Mastering the work-from-home balance in Paris
I have finally set up a workspace at home that I absolutely love. It allows me to be as productive as possible – especially when juggling a full-time role and overseeing Tech Powered Luxury which often has to happen early in the morning or late into the evening! A huge screen, my laptop and a great chair, as well as a stack of books and a candle keep me focused.
In the Puig office, we’re located just off the Champs Elysees in a modern office space with plenty of meeting rooms and breakout areas for coffee, something that I need as a very social person.
The reality gap: education, skills and breaking into luxury
The most interesting component of my work is how to turn a luxury product into a luxury brand, and how to turn a brand into a successful business.
The most challenging component of my work is finding the right talent. We need tenacious people who have both a passion for the industry and a set of skills that can help the business thrive: whether that’s brand management, social media, finance, communications, sustainability; there are endless opportunities within the luxury industry and it’s a challenge to tap into all of them without having the right people to lead.
We have a big gap in terms of the education system between Ireland and France, which definitely puts Irish students at a disadvantage when trying to break into the luxury industry. I launched the Tech Powered Luxury mentorship group to try to close this gap, and of course we have over 80 podcast episodes and the newsletter: free resources focused on the industry that anyone can tap into.
Communication is my main role. Connecting people and being able to share a vision that can then bring all required people and organizations together.
Confidence is also key. Having conviction and being able to take responsibility for risk and lead your team into new chapters is an important part of the role.
“My favourite productivity tool is actually exercise. If I have a training plan, it gives me accountability to move which makes me happier.”
Productivity, planning and life beyond the office
From Left: The Head Plan journal, €35, theheadplan.com; Resilience supplement, €49 for one month supply, weareethos.com; Google Nest Audio in Sky store, €99.99, store.google.com
I try to journal every day. The Head Plan and The Five Minute Journal are my favourites. I map out my whole life: daily, short, medium and long term goals in Google Sheets and my calendar is always full – whether it’s for meetings or blocking time for deep work or urgent tasks, my work days are planned.
My favourite productivity tool is exercise. If I have a training plan and goal, it gives me some accountability to move which always makes me happier and more productive.
My bedroom is a phone-free zone to avoid scrolling at night or in the morning. I have Google Home so that I can set alarms, listen to music or get information without needing to have a phone nearby.
I try to wrap up work by 7pm and either head to the gym or meet friends for dinner. Whether in Paris or Dublin, I’m always trying to catch up with friends and family in the evenings, and both cities have great food scenes so it’s a great excuse to make dinner plans.
Designer applications for Ireland Fashion Week are now open here — whether you are an established name, an emerging talent, or a rising student, this is your chance to take centre stage.
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