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What makes aSinead ODwyermuse?
Backstage at the Sinead O’Dwyer fall 2025 show
The answer was woven through the Irish designers fall 2025 collection, aptly titled Character Studies.
Narrative is really important to build the collection, ODwyer tellsVoguedays before theLondonshow.
I thought of this more like a film with a cast.
Model Mesrara El Maddahi at Sinead O’Dwyer fall 2025.
But not so literal.
Helping her bring her vision to reality is the casting director Emma Matell.
I feel like [that was] the real beginning of the brand, says the designer.
Elise Smidt and Anna Iris at Sinead O’Dwyer fall 2025.
Back then she was still working as an assistant at IMG Models and casting under the table.
Model Mesrara El Maddahi at Sinead ODwyer fall 2025.
Elise Smidt and Anna Iris at Sinead ODwyer fall 2025.
“Sinéad offers such a special place for me,” Rani, a model, says backstage. She was first scouted in Copenhagen and traveled to London for the show.
Its important for the both of us to avoid the jaded energy, ODwyer says.
When Emma was starting out, she would say: Of course we can cast anyone!
We can make it work!
“I asked Sinéad in Copenhagen if I could have a really booby outfit,” says model Alex Charles—in her third season with O’Dwyer. “I got a low-cut dress. I feel so spoiled! Because I got to wear an outfit I asked for, but more because I felt comfortable to ask—I’m a shy person! I felt sexy and powerful on the runway.”
I find that passion and care hard to find in this industry.
It is really difficult to cast inclusively, and to make clothes for everyone in the luxury sector.
The system doesnt exist to support what were trying to do.
This marks the first time Sifan Hunde [left] has closed a show. “Sinéad understands women and diverse bodies as a designer, and I feel so good representing one of those people for her,” she says.
Its an ever-evolving process.
Using regular core models helps me develop a product consistently.
Sinead offers such a special place for me, Rani, a model, says backstage.
Backstage at Sinead O’Dwyer’s fall 2025 show.
She was first scouted in Copenhagen and traveled to London for the show.
I got a low-cut dress.
I feel so spoiled!
Final alterations.
I felt sexy and powerful on the runway.
They intentionally kept the number of models they invite for casting smallaround 30 women.
Weve been thinking about disposability in fashion, says Matell.
“When we think about what inclusivity is, it’s not just about having the right people in the room—it’s about what experience we have in the room. Sinéad is building a community, and thinking about how she can speak or connect to people on a human level,” says movement director Grace Nicol, who frequently works with the designer.
Its too normalized to have people for one season, and then move on to the next.
We want to always work with our muses.
This marks the first time Sifan Hunde [left] has closed a show.
Model Isla Gaskin at Sinead O’Dwyer fall 2025.
Weve had to do a lot of street casting to fill the gaps in modelling agencies, Matell adds.
Theyre as luxury as everyone else.
Backstage at Sinead ODwyers fall 2025 show.
Vella in a now signature shirred shirt elevated for fall 2025 at Sinead O’Dwyer.
While showing for six seasons has been a mammoth task, it has pushed ODwyers craft and vision.
Theres no way I could do this without Emma, says ODwyer.
She lifts me with her enthusiasm.
Thats important when Im up sewing all night.
I could just say, well cast a person we know!
But she sees people so clearly in new, creative ways.
Seeing someone go from the street to the runway is so special.
Model Isla Gaskin at Sinead ODwyer fall 2025.
Vella in a now signature shirred shirt elevated for fall 2025 at Sinead ODwyer.
