Irish-born, London-based menswear designer Robyn Lynch has been awarded the NOW Gallery 2023 Fashion Commission, following in the footsteps of Matty Bovan, Nicholas Daley, and Mowalola.
Lynch will present her debut exhibition entitled ‘Greetings from Ireland’ – a bouncy castle getaway into the not-so-serious, fun, feel-good world of Robyn Lynch at NOW Gallery.
Robyn Lynch uses her brand to communicate interwoven notions of Irish identity and cultural narratives, reminiscing fond nostalgic memories of growing up on the outskirts of Dublin in a pre-social age. ‘Greetings from Ireland’ exposes the vigorous research, design and documentation process behind the scenes of her eponymous label, shining light on the community and collaborators who have helped shape the brand.
Pivoting away from the traditional polished presentation of fashion week towards a consumer-first approach, Lynch explores new ways of engaging, educating and connecting with audiences in response to the changing consumer digest and TikTok appetite for authenticity. ‘Greetings from Ireland’ presents a fun, real and relatable insight into the Robyn Lynch world, opening an accessible entry point to the brand for all to experience.
Housed within an alien-like giant smiley face bouncy castle caged by scaffolding, Lynch partners with Irish Artist, Set Designer and long-term collaborator Rory Mullen to create the paradox installation. The pair bring together their shared evocative vision and playful design approach to create a structure symbolic of the brand, embodying Robyn Lynch’s nostalgic inspiration, light-hearted humour and rough and ready aesthetic, still work in progress.
Set Designer Rory Mullen says,
I wanted to create a physical space to house the rich essence of Robyn’s practice. Inviting the viewer to enter into an inflatable structure – enveloping and immersing them in Robyn’s memories, family, national identity and sense of humour that is essential to her brand. The structure is influenced by 1960’s utopian housing – bringing together its ideals of optimism and playfulness.
‘Greetings from Ireland’ straddles photography, film, music and technology in a vivid cross-pollination of multi-media documenting the life of the brand and the creative process from concept to construction culminating in community. The exhibition opens into the headspace of the studio as reels of camera roll footage documenting every source of inspiration and decision-making process flood the room. Toiles suspended from the ceiling pinned with scribbled notes embellished with spelling mistakes hang unfinished, idolised in isolation, inviting the viewer to examine the meticulous design and development process, reflecting on the evolution of a collection from ideation to development. This honest, unedited installation epitomises the rawness of Lynch’s design approach and visual aesthetic. Lynch hopes in exposing the heart and soul of the label, viewers will find familiarity, relating to the brand, with a much deeper and personal understanding of Robyn Lynch.
The exhibition culminates in a retrospective documenting the brands journey from working on the kitchen table to the present day, weaving together behind-the-scenes footage from the studio to fashion week alongside a snapshot of the community and creatives who have adopted and grown with the brand. The documentary-style film captures the fun, vibrant, youthful energy of Robyn Lynch, depicting the final stages of the creative process, the showcase of the brand, when the collection is born and worn in the real world.
Bringing the audience into the centre of the Robyn Lynch world, Lynch partners with ongoing collaborator, videogame developer and publisher Kepler to create an interactive video installation with acclaimed new media artist Pauric Freeman. The installation applies Lynch’s subversive, tongue-in-cheek design approach to new digital contexts as digital clothing and graphics are super-imposed onto the audience’s body, which changes with every move. This final stage of the exhibition opens the brand for all to experience, inviting anybody and everybody to feel part of the Robyn Lynch brand.
‘Greetings from Ireland’ presents a real, relatable and relevant insight into the Robyn Lynch world, opening an accessible entry point for audiences to discover and connect with the brand. Lynch wants viewers to leave the exhibition with a deeper understanding and awareness of the label, feeling part of the community.
Being awarded the NOW Gallery 2023 Fashion Commission has been a monumental moment for my brand. I have been an admirer of the NOW Gallery fashion commission since it was established in 2015, when I got the opportunity to assist on Phoebe English’s commission whilst interning at the brand. From assisting another designer as an intern, to now having the opportunity to showcase the development of my brand from inception to date in the same space is a full 360 moment for me. I am extremely honoured to be given the opportunity to celebrate Irish creatives and culture within the gallery walls.
Robyn Lynch
For our 2023 Fashion Commission, we were looking for stories and process and how the two intermingle. After meeting with Robyn, we became aware of the careful documentation of her practice through images and video. She has made dozens of films of the people who have helped her along the way, particularly those at the industrial estate where her father works; footage of the man who lent her first sewing machines. It is the essence of how fashion starts, with a strong will and a lot of help. We are really excited to see her fill the gallery with a humorous and also thoughtful, Irish take of what it is to be a fashion designer in 2023
NOW Gallery curator Jemima Burrill
‘Greetings from Ireland’, 8th December 2023 – 25th February 2024, NOW Gallery
