The Kerryman (South Kerry Edition)
Don O’Neill and THEIA brand part ways
Partner company ‘restructuring’ due to impact of COVID on the industry
DESPITE establishing the THEIA fashion brand as a leading player in the intensely competitive world of haute couture, Don O’Neill is this week processing the painful reality of parting ways with the label.
The Ballyheigue native said his ‘world was turned upside down’ by the blow, which was the result of the heavy toll wreaked by the COVID pandemic on the industry.
News of Don’s departure from THEIA has come as a major shock to his legion of fashionista fans across the world, wowed as they were in recent years by his stunning garments – which have graced the appearance of some of the globe’s most famous figures, from Meghan Markle to Oprah Winfrey.
But due to the toll of the pandemic on the fashion industry, as so many other industries, the Kerry man is now forced to part ways with the brand under ‘restructuring’ mounted by its partner company, JS Group.
THEIA came into being after Don designed the hugely successful Badgley Mischka Platinum label for the fashion giant firm. JS Group gave him what he described as the ‘golden opportunity’ to create a new evening-wear label, of which he would be creative director. He seized the opportunity in no uncertain way, as THEIA was born.
“I created the brand from a flash of inspiration when THEIA, the goddess of light, sparked in my mind 11 years ago. It has been an extraordinary journey ever since,” Don told The Kerryman this week.
“I set forth to design luxurious evening and bridal dresses, that would be cut and shaped to flatter all women, so that they would feel beautiful and confident, allowing their inner light to shine brightly, which I achieved with the love, support and guidance of so many, many amazing people,” he said, reserving special mention for his husband, Pascal Guillaume.
Sadly, COVID’s toll on its recent global epicentre of New York has affected all walks of life.
“All of our lives have been greatly impacted by the global pandemic of COVID-19, shaking us to the core. It has dramatically affected health, well-being and businesses and our way of life. All events, weddings, parties and gala fund-raisers were cancelled around the world, and the evening-wear business stopped abruptly. It is with a heavy heart that I announce that my partner company decided that THEIA will be re-structured and I, and many others, will no longer be part of it,” Don said.
He separates from the brand with some incredible memories and a wealth of experience few ever accumulate: “I was surrounded by an incredibly talented and supportive team. We made gorgeous dresses and I got to dress some of the most famous women in the world. I also got to help raise a lot for various charities, which was awesome. It was a spectacular ride, until COVID brought the fashion world crashing down.”