Fashion: lifestyle and luxury – done digitally

When powerful companies like Harrods, Brora, Gap, Disney – and more recently Stella McCartney – want collaborations with what's called in modern parlance "influencers", they look no further than London-based fashion brand consultant Orlagh O'Reilly.

It’s in keeping with the trend in recent years in the number of fashion and beauty brands aligning with digital influencers.

O'Reilly, a mother of two small children from a farming family in Kells, Co Meath, combines a successful career in two spheres: working with such brands as a consultant creative director but also continuing to develop her family lifestyle blog TheMiniPost (theminipost.com) which she founded five years ago.

Described as "an inspiring digital digest of fashion, lifestyle and luxury for all the family" by Harrods, TheMiniPost has opened unexpected doors for the Irish designer who also is a "brand ambassador" for the Mr & Mrs Smith & Family website.

Her latest collaboration with Stella McCartney is one of which O’Reilly is particularly proud as one of handful of influencers selected by McCartney.

O'Reilly created a digital fashion project called the SuperStellaheroes Flipbook for kids to download and make. The content has been used across the company's social platforms as an opportunity to engage mothers to get creative with their children and get them interested in making books.

“Her clothes are playful and age-appropriate and she is consistently creative,” says O’Reilly. “As a mother, I find many clothes for kids trashy. I think kids should be kids and should have clothes that let them play and get dirty in and enjoy.

"I don't let my daughter watch Barbie – I don't want her worrying about her hair. We can guide them as mothers away from a lot of stuff that is thrown at them."

Other projects with McCartney may be in the pipeline this year. O’Reilly studied communication design at IADT, “a brilliant grounding” and from there won a scholarship to Central St Martins in London, graduating with an MA in design communication in 2004.

That led straight into a job with the British graphic design company WhyNot Associates and learning how to orchestrate complex campaigns for global brands.

From there she worked with Alan Aboud the Irish graphic designer known for his work with Paul Smith "and from there cemented my experience in fashion working for Asos, for P&G in Switzerland and the global relaunch of Wella".

Her reputation with global brands has grown through her blog though she insists, like many bloggers, that she is selective about those with whom she chooses to work. “I also like giving a helping hand to the smaller brands – the big brands often want your soul, but I am comfortable with both.”

She cites the Irish organic babywear brand Frank and Nora as an example of one that has huge eco potential.

She lives in trendy Shoreditch in London with her Irish partner, a cameraman working in film production, but as her career thrives, so do the demands of motherhood with a daughter nearly five and a baby son.

“The Irish are so influential in the creative industries here in London and the opportunities are phenomenal.

"But I am always thinking about Ireland and home and would love to give a talk to help smaller brands."