Twenty-nine-year-old fashion designer Joanne Hynes has been designing collections since October 2003, and has just won the Brown Thomas designer of the season award. Sonia Reynolds is mother of three, a PR director and head of Dublin Fashion Week, now in its second year.

What is it about Sonia that inspires you?

Apart from being a really good friend and muse, Sonia has encouraged me and inspired me from the moment we met. As a designer, it's really important for me to have real women in my life that I think of when I design. Sonia always comes to my mind, especially with the bravest and the boldest of my pieces. She knows how to wear my clothes with ease, and she can wear any of my pieces and turn heads in a room.

My clothes are not for the faint of heart or for people that want to blend in with the crowd. Sonia can really wear them well and she brings her own personality to them, which is always so nice and refreshing to see.

When I first designed the oversized perspex neckpieces a few seasons back, for instance, Sonia automatically wore them with ease and confidence. She instinctively knew that they just do their own thing and should not lie perfectly on the middle of her chest, they are designed to be a little off centre and she has the confidence to carry this off without a second thought.

Everyone knows that clothes can take a bit of hard work but Sonia always manages to wear the most unusual and the simplest of my things and look great in them. I think it is so important to have the confidence to wear clothes and to make a statement, whether big or small.

Whenever I design a collection or a garment, I always think of who will wear this piece, the kind of person, where she is going and the life she leads. Sonia represents all of the things that are the ideal Joanne Hynes woman. She is beautiful; she is also an extremely positive and infectious person and has this great energy that radiates when she enters the room. She is creative and appreciates unique things. I admire Sonia for all of her natural qualities and she is also a hard working and gutsy lady, a great cook and entertainer! Sonia shares my passion for trying new things when we work together;

she really understands what I try to do with my clothes and my collections.

When did you first meet?

It was at the first Design Centre show I took part in, about three years ago in Powerscourt Townhouse Centre. We met briefly before that at a fashion shoot. Sonia was pregnant with her second child at the time and looked radiant and very natural.

What were your first impressions?

She was friendly, beautiful, positive, confident.

What qualities to you see in her?

Sonia is a very positive person and only focuses on the good things.

How does Sonia personify your brand?

She is bold, sexy, sophisticated, and confident. When Sonia wears my clothes and accessories she turns heads in the room.

>> The look of Joanne Hynes: Special, unusual, beautiful pieces to treasure are placed alongside wardrobe staples. Everyone from A-listers such as Jacquetta Wheeler, Natalie Imbruglia, Kylie Minogue, The Corrs, The Sugababes and Zoe Ball have been snapped in this young designer's clothes, but they are also highly wearable by the girl on the street, and have recently been introduced into Topshop. The label is stocked in small boutiques throughout the country such as Costume. For more stockists information contact info@joannehynes. com

Jen Kelly and Mary McEvaddy

Couturier, Jen Kelly has dressed everyone from young brides to international heads of state. One of his best and most loyal clients is businesswoman Mary McEvaddy, wife to aviation magnate Ulick McEvaddy, who he also considers his muse.

What is it about Mary that inspires you?

I find her challenging on a business level, for one thing because of her immense experience in property . . . she was extremely instrumental in advising me to buy my North Great George's Street period residence . . . but also because she is an amazing mother of not one but two families. Her energy is phenomenal.

She manages to stay ahead in business by staying open to the amount of changes happening at all times. She always keeps the show on the road, balancing all her various commitments. We bounce off each other incredibly well. I am the creative, while she helps me be practical in a business sense.

When did you first meet?

We met when she came to me as a client 12 years ago. We were introduced through a mutual friend, Alan Bruton [of Reds Salon].

What were your first impressions?

The first thing that struck me was how incredibly sexy she was. She oozes this womanly beauty that even some of the most beautiful women in the world don't have.

She has a compassion for other women as well, which makes her a real woman's woman.

What qualities do you see in her?

I love the fact that it is so uncomplicated being with her. Whether gay, straight, young, old, she always gives equal time to all human beings. That inspires me as a designer as I feel that what I am about is real people, with all their imperfections. To me it would be boring to dress Kate Moss. I am interested in real women with all their challenges of bosom, hips, waist. What also stands out about Mary is that she has huge respect for 'the couple' . . . always giving either party equal attention.

How does Mary personify what you design?

For a start, I love the fact that she is dressed not only by me. She doesn't take on a whole 'look' of one designer, but mixes up her style with, say just the right peep-toe Chanel shoe or the perfect bag or piece of John Farrington jewellery to offset a simple black dress. Her taste is impeccable, and she always adds her own stamp. They say that the most beautiful women in the world always wear the most beautiful lingerie and To look at Mary's wardrobe is to look at a whole life, as every garment tells its own story and holds its own memories.

>> The look of Jen Kelly: Every Jen Kelly garment is unique, designed to the specification of the client. 'As well as being a designer I have been called somewhat of structural engineer', he says 'I can't do ready-to-wear. For me, it's all about the person. I love to see the smile of a woman and how she comes alive wearing my clothes.' Hair & Makeup: Brown Sugar, South William St, Dublin 2. Tel: 01 616 9967; For a personal appointment contact Jen Kelly, 50 North Great George's St, Dublin 1, Tel: 01 874 5983

William Doyle and Yasmin Le Bon

William Doyle is managing director of family business Newbridge Silverwear. Fortyone-year-old Yasmin le Bon has been a model for over 25 years and is married to Simon le Bon, lead singer of '80s cult band, Duran Duran. They have three daughters.

What is it about Yasmin that inspires you?

I have always admired the natural grace and effortless style that is associated with Yasmin. She is the epitome of the modern woman, balancing an international career with family and has always managed to keep a very dignified profile despite huge public interest in her life.

Even after 20 years in a very tough business she is still one of the most demanded and indeed inspirational fashion icons.

Yasmin's international status makes her the ideal icon for Newbridge Silverware as we move into new markets.

She is a consummate professional and when you see her work her magic in front of the cameras you understand immediately why she is still at the top of the league.

When did you first meet?

I first met Yasmin in person when she travelled to Ireland early in December 2005 to celebrate the collaboration and launch our campaign for the new 'Goddess' jewellery collection.

What were your first impressions?

Outside of her natural beauty I was amazed by the warmth and charisma of the lady.

What qualities do you see in her?

Yasmin exudes many amazing qualities including a flawless sense of style. She is a wonderful mother and is indeed ultimately professional in all respects. She is quietly confident and has demonstrated over the past 20 years her sheer determination and indeed her focus.

How does Yasmin personify your brand?

One of the most inspirational style icons of our time, Yasmin is a real natural beauty, a wonderful mother, a strong and mysterious personality, and a successful career woman, she offers a unique spirit of modern femininity . . . a true goddess!

She is admired by both men and woman alike. Similarly, Newbridge Silverware is a brand that has stood the test of time and is now highly desired by a broad section of consumers. Cutting-edge design combined with simple elegance is the signature style of Newbridge Silverware and these are characteristics that are also intrinsic to Yasmin.

>> The look of Newbridge Silver: Worn by every Irish celebrity from Andrea Roche to Anne Doyle, love it or loathe it, Newbridge Silver has become somewhat of a household and wedding list staple throughout Ireland in the last few years, with designers such as Paul Costelloe and guest models such as Samantha Mumba adding extra edge to the offerings.

Available widely in stores such as Kilkenny Design and Roches Stores.

For a full list of stockists contact tel: 045 895813

Louise Kennedy and Cathy Reynolds

Louise Kennedy is one of Ireland's bestknown fashion designers. Cathy Reynolds, daughter of ex-Taoiseach Albert, is her friend and PR associate.

What is it about Cathy that inspires you?

Above all it is her uncontrived elegance.

Her grooming is impeccable and she is so effortlessly stylish. Someone like Cathy doesn't need labels to feel confident; she can wear my clothes and her own personality still shines through.

When did you first meet?

I knew her through her family, the Reynolds, before I met her, but I think our proper first meeting would have been when she came back from London to launch the Louis Vuitton boutique about eight years ago. We had lunch with her and my sister Caroline in Brown Thomas.

What were your first impressions?

I remember her infectious laugh and really warm, open smile . . . she was so full of energy.

What qualities do you see in her?

Her intelligence and ability to communicate so positively stand out, as does her positive 'I-can-do-it' attitude. Her loyalty as a friend is just the best. She is such fun and doesn't take herself seriously at all which I just love. She doesn't take clothes seriously either, she loves a party frock just as much as she loves a well-cut suit, and either way she can carry it off and look super. She just puts everyone at ease and makes everyone feel so good. She is so much fun to be around and that emanates outwards, making any event with her something special.

How does Cathy personify the brand?

We have worked together six years now and I can honestly say that I cannot conceive a silhouette, fabric, cut or colour without having her in mind. She is my imaginary canvas and epitomises my brand so completely.

She has a true international 'chicness' which is a combination of personality and utter and complete sense of style. It will always make her stand out in the crowd wherever she is and I like to think that the Louise Kennedy brand has that same quality.

>> The look of Louise Kennedy: Worn by international stateswomen, lawyers, celebrities and the woman on the street alike, the Louise Kennedy label is one of the most recognisable Irish labels on the world stage. She is stocked at 56 Merrion Sq, Dublin, Brown Thomas, Dublin and 11 West Halkin Street, London