Sinead Kelly

Business of Fashion

Position: Fashion tutor

About Sinead

I am a fashion creative based in Dublin. Having graduated from Dublin City University with a BA in Journalism and Irish, I immediately pursued my fashion instincts by doing internships with RTE Fashion online, followed by Stellar Magazine.

I began working with Folkster, in its infancy, where I spent four years working across all areas of the development of the independent retail store and online shopping website, specifically in terms of press and marketing, and fashion styling.

Four years later, countless photo shoots, kilo sale events, buying trips and business adventures, the Kilkenny store grew to encompass a second store in Dublin, a growing online business, and the start of a successful venture into the Bridal world, all of which I was actively involved in.

In 2014 I returned to DCU where she achieved a Masters in Marketing. All the while, I have steadily grown my freelance work through assisting other stylists, and taking on projects of my own. I host my portfolio on

I began my current role as Personal Shopper in Arnotts, Ireland’s oldest and largest department store, shortly after. Each day is filled with appointments encompassing wardrobe overhauls, capsule corporate wear, formal and occasion wear, and menswear. Each client experiences a personable and relaxed service while being provided with an array of choices tailored to their personal tastes and requirements.

Alongside the coordination of daily appointments, my responsibilities and duties also span to include working/hosting in store events, styling photo shoots and commercial opportunities (ie. TV appearances, dressing notable public figures etc.), contributing to Arnotts social media pages, organising, styling and speaking at corporate events and attending seasonal press events. I was delighted to style and Rosie Fortescue (Made in Chelsea) for irish Tatler, in conjunction with Arnotts. Working with Aaron Hurley, the shoot was published in December 2016.

At the same time, I teamed up with now business partner, Tobi Balogun, and launched Selfmade Clothing. Selfmade is a concept clothing brand encompassing reworked vintage into its range of product. Whereby we both saw a gap in the market to exude individuality through dressing, Selfmade’s mission is to inspire ‘You being the best version of you, no matter what!’

Whereby high street clothing was replicated, and somewhat uninspiring, we took the leap and created the brand to bring something new to the fashion scene. A typically urban, street wear brand, Selfmade has customers worldwide, including Irish model and DJ Daniella Moyles, and an array of international dance choreographers such as Tony Tzar (LA), Kerrie Milne (Dublin/LA). The brand has been featured in the Irish Examiner, and MFI magazine. Working with emerging artists and creatives, we ensure unique, raw authenticity in their work. With myself as Creative Director and Stylist, the brand has produced many campaigns over the past few years, and house their works on

In October 2018, I assumed yet another role, this time as a Fashion Tutor at Portobello Institute in Dublin. With my creative experience and academic background, I am tutor of Fashion Styling, Digital Marketing, and Retail Administrations.

Work to date

  • Fashion Stylist: Arnotts SS18, Men’s Fashion Ireland (MFI),, Irish Tatler, Folkster Ltd, Folkster Bridal, RTE Guide – 2 Cover Shoots, RTE Ten, Xpose, Irish Independent Weekend Magazine, The Silver Factory, Fish Tail Soup Apparel, United Colors of Benetton for Fashion One TV
  • Fashion Styling Assistant: The Voice of Ireland 2014; Harvey Nichols Fashion Show S/S14, A/W14, Happy Closet Launch Night; Irish Independent Weekend Magazine; Irish Times Fashion Feature – Aviary Lane; Arnotts Menswear A/W14; Stena Line Commercial July 2014.

Press features/profiles

  • Stellar Magazine Streetstyle 2013
  • U Magazine Fashion Diary Feature 2014
  •  Irish Examiner Streets Ahead feature 2014
  •  U Magazine – So You Think You Want My Job – 2016
  • Stellar Magazine – A Day in the Life feature – 2018

Sinead Kelly Sinead Kelly