Sinéad O'Dwyer Unveils ‘Notice Me’ at the V&A Museum With an Inclusive Performance Runway
Sinéad O'Dwyer's 'Notice Me' collection transformed the V&A Museum with inclusive fashion, choreography, and sculptural designs.
London witnessed one of its most memorable fashion moments as Sinéad O'Dwyer unveiled her latest collection, "Notice Me," during the Fashion in Motion series at the Victoria & Albert Museum. Presented beneath the museum's iconic Raphael Gallery, the show blurred the lines between runway, performance art, and live music, turning the historic venue into an immersive celebration of movement, identity, and inclusivity.
Irish fashion designer Sinéad O'Dwyer is widely recognized for challenging traditional beauty standards through inclusive casting, adaptive sizing, and innovative pattern-cutting techniques. Since launching her label in 2021 after graduating from London's Royal College of Art, she has become one of fashion's leading voices for body diversity.
The "Notice Me" collection drew inspiration from Knead, the choreographed performance O'Dwyer created with Grace Nicol for London's Barbican in 2025. Instead of a conventional catwalk, models flowed through the Raphael Gallery in fitted technical garments before seamlessly transitioning into expressive choreography. Later, the atmosphere shifted once again as rock band Jeanie and The White Boys performed live, making the presentation feel more like an artistic performance than a traditional runway show.
Fashion lovers were treated to an impressive display of craftsmanship. Technical nylon dresses hugged the body with sculptural precision, while sharply tailored suits showcased O'Dwyer's signature construction techniques. Bridal-inspired looks appeared alongside shimmering liquid sequins layered over warm neon handprints photographed by Ottilie Landmark, creating garments that seemed to move even while standing still. Gleaming zippers and polished buttons hinted at clothing designed to evolve with the wearer rather than remain static.
Accessories also played an important role. O'Dwyer continued her collaboration with footwear designer Tabitha Ringwood, introducing reimagined ghillie-inspired shoes transformed into sculptural heeled mules that perfectly complemented the collection's architectural silhouettes.
More than simply presenting beautiful clothes, "Notice Me" reinforced O'Dwyer's belief that luxury fashion should embrace every body. The presentation showcased models of diverse sizes and abilities, continuing the designer's long-standing commitment to inclusivity at a time when size diversity remains rare on major runways.
