SÓ - Boo George captures Ireland’s luxurious crafts in inspirational short film produced

Posted 19.01.20

SÓ - Boo George captures Ireland’s luxurious crafts in inspirational short film produced

Boo George captures Ireland’s luxurious crafts in inspirational short film produced by Design & Crafts Council Ireland

Paula Hughes provides fashion direction and styling in film featuring 22 makers from Showcase – Ireland’s Creative Expo® 2020

Showcase – Ireland’s Creative Expo®, which opened at the RDS in Dublin today, saw the premiere of an inspirational short film entitled SÓ directed by celebrated photographer Boo George.

SÓ, which means comfort, ease, luxury in Irish, is the second film produced and commissioned by Design & Crafts Council Ireland (DCCI) to promote Irish makers overseas. This emotive short film captures Ireland’s gorgeous textiles, accessories and jewellery through the lens of internationally acclaimed Irish photographer Boo George who worked with fashion director Paula Hughes on the project.

SÓ captures a magical day in the life of a couple as they escape the city to the countryside, weaving the landscapes, the people and the designs in an evocative and contemporary visual narrative.

Boo is an amazing character. He has photographed so many huge stars in fashion and design, working for the very best publications and luxury brands, yet he stays down to earth, committed to the quality of his craft. He is also passionate about Ireland and was so generous with his amazing team and his time to make such a beautiful piece of film,” said Brian McGee, Market Development Director at DCCI who was the project director for SÓ. 

The true stars of SÓ are the clothes, jewellery and accessories, all coming from Showcase - Ireland’s Creative Expo. To this end we have been privileged to work with Paula Hughes who has delivered a master class in styling and fashion direction,” added McGee.

The Irish brands featured in SÓ were chosen because their products are not just beautiful and contemporary, but also have a timeless quality and all the attributes that make them certain to become future heirlooms. This message of sustainability is at the core of what makes the work of Irish designers and makers so relevant and desirable globally. 

The Irish designers and makers whose work is featured in SÓ are:

Following its inaugural screening at Showcase, SÓ was released online and available to view at showcaseireland.com/why-visit/films

SÓ is the second in a trilogy of films on Irish textiles planned by DCCI. The first film, Fí premiered at Showcase 2019 and subsequently screened in Paris, Tokyo and New York.


For further press information, please contact:

Astrid Brennan, FleishmanHillard, astrid.brennan@fleishmaneurope.com M: 086 215 4883

Michelle Lynch, FleishmanHillard, michelle.lynch@fleishmaneurope.com M: 087 968 9016

Notes to Editors

SÓ Credits

Director – Boo George

Director of Photography – Alex Reid

Fashion Director – Paula Hughes

Producer – Heron White @ Allocations

Production Assistant – Colm Keating

Hair Stylist –  Joe McGivern

Make-up Artist – Mary Ellen Derby

Models – Robertas Aukstuolis and Laura Julie

Groom – Pat Leary

Stunt Double – Heron White

Camera Operator – Andrew Trewartha

Styling Assistant – Miya Olsen

Directors’ Assistants – Bror Ivelfedt and Peter Smith

Typography & Design – Together We Create


About Boo George, Director
In 2013, Wicklow-born Boo George was recognised as the winner of The Shot, a competitive global search to find the next generation of fashion photographers founded by the International Centre of Photography (ICP) in conjunction with W Magazine. Boo has contributed to international editions of Vogue, W, Love, Arena Homme + and i-D; commercially he has been engaged by Calvin Klein, Hermes, Emporio Armani, Dior, Joseph and Ralph Lauren to create campaign imagery. He has turned his lens on legendary talents and personalities, including Emma Watson, Eddie Redmayne, Helen Mirren, Michael Fassbender, Kim Kardashian and Sienna Miller. Boo splits his time equally between London and the United States.

About Paula Hughes, Fashion Director
Paula Hughes is one of Ireland’s most celebrated creative fashion directors. Based between Dublin and London, she works for major national and international brands, agencies and publications. Hughes has worked with some of the world’s leading brand names including Swarovski, Harrods, and Harvey Nichols. As a stylist and director she has worked with some of the most famous personalities in fashion including Cara Delevingne, Daisy Lowe and Olivia Palermo. Hughes worked as Chief Stylist and Creative Consultant with Primark on the company's global fashion campaigns throughout the growth of the company helping to firmly establish them as an internationally recognised fashion brand. In recent years she has put special emphasis on working with Irish companies helping to establish them as international brands with her distinctive visual storytelling across all platforms.

About Design & Crafts Council Ireland
Design & Crafts Council Ireland (DCCI) is the national agency for the commercial development of Irish designers and makers, stimulating innovation, championing design thinking and informing Government policy. DCCI's activities are funded by the Department of Business, Enterprise and Innovation via Enterprise Ireland. DCCI currently has 59 member organisations and over 3,000 registered clients. dcci.ie

About Showcase
Showcase – Ireland’s Creative Expo® is one of the country’s largest international trade shows.  The annual event attracts the buying teams from over 2,760 retailers from across the world, including Ireland, the UK, USA, Mainland Europe and the Far East, generating sales orders of over €20 million during the four days of the show. Showcase is presented on behalf of Design & Crafts Council Ireland, with support from Enterprise Ireland in promoting the trade show internationally through their network of offices overseas, and the Local Enterprise Offices nationwide. More than 400 Irish brands are exhibited at the fair, including emerging Irish businesses supported by their Local Enterprise Offices. Showcase is for trade attendance only. showcaseireland.com

< back