The last two weeks have been such a whirlwind. Back, many months ago when I decided that it was time to launch my occasion wear brand, Monessa Joan, I kind of knew so much of the finer details would have to wait until the last minute. But I didn’t quite realise how manic the run up would be.
Our amazing photoshoot was only two weeks ago today. It feels like yesterday and it also feels like months ago, all at the same time.
Last November, I heard Evan Doherty speak at an event I was attending. For those of you who don’t know the name, Evan Doherty is regarded as one of Ireland’s leading photographers. I had never met him, but I knew his name well and heard a lot about his work over the years.
I knew I was going to need a photoshoot for the website, but I had no intention of even dreaming about asking Evan. Surely someone as well respected and in demand would need to be booked months and months in advance, and surely he would be completely out of my budget.
But that night when he spoke, I was very impressed by his relaxed, no nonsense attitude and demeanour. This was a man at the top of his game, but with no apparent sense of ego. He came across as calm and approachable. And he finished up the talk by saying, that the advice he would offer anyone trying to start something in the fashion industry, would be to reach out and ask people for help.
So that’s exactly what I did. I reached out and asked him for his help with my upcoming photoshoot. I emailed him in the middle of the night, because that’s when I do all my work, and there was an answer from him first thing in the morning when I woke up.
“Your collection sounds incredible, and I’d love to help bring your vision to life” was how he finished his reply. I was over the moon. And the date of February 17th was decided. A week before I wanted to launch. Would we have it ready in time?
I booked the models, Sarah Mc Govern, and Elaine O’Riordan from Assets Model Agency, and Jessica Cinelli who I have worked with hundreds of times over the years. I wouldn’t have done the shoot without Jess, that was always a given. My choice of using Sarah was made in May last year, when I saw her model an outfit I had made for the Grafton Academy end of year fashion show. At that stage my brand was a pipe dream, but I knew if it ever happened, then Sarah had to be included. Something shifted in me that night, and when I saw her, I made the decision to just go for it, and make this dream of mine a reality. So I had Sarah and Jess, and then I came across photos of Elaine, and her stunning red hair and pale complexion, and I had my trio!
What a day we had. Amy, my right hand woman, made sure we had lists of our lists, and more lists again! McElhinney’s so kindly provided shoes for the shoot, and The Collective Dublin allowed us to pick a selection of jewellery items to style the looks. Finished off to perfection with bags from Peelo, and some knitwear from Sketch, we successfully showed how the pieces could be purchased for an occasion like a wedding, but equally could be styled much more casually and worn time and time again.
And that was the purpose of the photographs. Monessa Joan is an occasion wear brand, and I know that young mothers of the bride and groom will probably be my main customer. But it has to be about so much more than that for me. It can’t be about buying something for a special event, telling yourself that you’ll wear it loads, and then never taking it out of the wardrobe again. That’s not what clothes are for.
Evan’s photography perfectly captured what I was looking for. The models perfectly modelled! And James Clarke did the most perfect job on videography. The first video he sent me was on Wednesday the 19th. I was on my way back from dropping McElhinney’s order to them, and I pulled over when I saw his email come through. And honestly, I cried. Happy tears. I loved it. The videos are exactly what I wanted.
It was such an incredible day. The energy and atmosphere of a hectic day like that is absolutely exhilarating. And exhausting. But mostly it was very surreal. It was the first day that I felt like this was really happening. And it was only a week before we launched.
Let’s just say, when we got the photos back on the Friday, we had a busy weekend uploading everything and making sure the website was ready for the 24th , my 50th birthday. But ready it was. Although I’m not sure I was. I’m not even sure I’m ready yet.
I’ve worked all my life without realising that it was always leading me to this point. I am super proud of myself this last week, and I am looking forward to what all the future weeks of my life bring.
Thank you for your support and kind wishes.
Nessa
