Creative Fashion Director & Producer

“I get under the skin of a brand to discover what it needs to communicate, what makes its customers' hearts beat faster, and help it tell that story in an engaging way.

I lead the fashion shoot from first brief to final edit — translating a brand's vision into a fully produced campaign, and personally directing the creative, casting, styling and crew that bring it to life. “

Paula Hughes is an Irish fashion stylist and creative director working exclusively with brands and businesses on campaign, editorial and e-commerce projects. Operating as a full-service agency in her own right, she produces, casts, directs and styles every shoot from concept through to delivery.

Paula spent twenty years consulting as Chief Stylist and Creative Consultant to Primark throughout the company's global growth, helping to establish it as an internationally recognised fashion brand. Over a thirty-year career she has worked with some of the world's leading names — including Harrods, Harvey Nichols, Swarovski, Sony, Brown Thomas and Marks & Spencer — discovering each brand's essence and bringing it to life through fashion advertising campaigns, fashion film and editorial.

In recent years Paula has focused on helping Irish companies build international brand presence through distinctive visual storytelling, working with the likes of IrelandsEye Knitwear, Fisherman Out of Ireland, Hanna Hats and The Irish Store.

Her work has appeared in Vogue, Girls and Boys, Flair, Tatler, Irish Tatler and Image, among others.

Her exhibition work includes Galway 2020's Project Baa Baa, a wool showcase celebrating the use of wool in Irish fashion and fabric design; through craft and photography, it presented the work of Irish designers and makers, highlighting the role of wool in contemporary fashion. In 2019 she created Arc Abstracted, an exhibition in aid of Arc Cancer Support, with photographer Eilish McCormick and designer/producer Helen Cody — pairing sixteen designs from leading Irish fashion designers, from Simone Rocha to Philip Treacy, to create photographs made to live in people's homes.

Alongside this, in 2020 she collaborated with photographer and director Boo George on the film Só, commissioned by the Design & Crafts Council of Ireland to bring traditional Irish craft into a contemporary world — the second in a trilogy that began with Fí, made with photographer and director Perry Ogden in 2019.

To discuss a project, get in touch.

ph.stylist@gmail.com
+353 86 250 2014