Influencer Lauren and race car driver Max bring their magic to fashion week
Race car driver, Max Hart from Baltinglass, starred in the campaign video for Ireland Fashion Week after which he was signed up to Assets Modelling Agency
TWO homegrown talents helped launch Ireland Fashion Week which took place across the country over the past week, with a stunning photoshoot in Connemara while also going on to model in several of the prestigious fashion shows.
Carlow influencer Lauren Whelan and Baltinglass racing driver Max Hart starred in the campaign to launch the week in Roundstone, Connemara and both also featured prominently on the runway last week.
They joined six other Irish figures at the launch on the Atlantic coast, including actor Jamie-Lee O’Donnell, musicians Travy and KhakiKid and Irish fashion icon Celia Holman Lee.
The theme of the week, which ran from 7-12 October, was .
In the campaign shoot, Lauren wore a piece from Kilkenny designer Áine Doyle while Max modelled pieces from Monto&Perri, Jack Shanahan and Stapleton Menswear.
A PR and media graduate from South East Technological University, Lauren was a central figure throughout the week, taking to the runway on a number of occasions. She walked for Bold Golf and in the opening show Irish Roots, where she modelled for Dublin knitwear brand IrelandsEye.
Modelling was a new experience for Max, too, who has emerged as one of Ireland’s leading young motorsport talents and currently competes in the TCR UK touring car championship.
He was hesitant at first when approached to take part, but after learning more about the campaign on a Zoom call, he warmed to the idea.
“I get so caught up in the success of motorsport so I thought doing something else would be pretty cool,” he said.
The Connemara shoot was his first modelling job.
“I was in these amazing outfits and in an amazing landscape as well. I was also able to tie in motorsport,” he said, referring to the Honda NSX classic supercar that he drove in the campaign video. The car was supplied by one of his sponsors, Mark Weir of R Kings Competitions which links in with Max racing for Honda.
Following the shoot, Max signed with Assets Modelling Agency, with his first job being Irish Fashion Week where he walked the runway in Louis Copeland and Dee Graham suits.
“It was certainly far away from anything I have done before. I had never walked on a runway before, but the organisers told me to just do whatever and it would be fine,” Max said laughing.
“I was looking around, smiling and stuff. You’re not really supposed to do that, but I was able to get away with it. In terms of having a proper walk, I certainly didn’t have that, but they showed me how to do it and it was a bit of fun anyway.” The experience has also given him a new appreciation of the Irish designers he has worked with.
“I’ve got to know all these emerging Irish fashion brands which is really cool. Being a proud Irish person, I think it’s important to get behind them and, hopefully, see them be successful all around the world,” Max said.
