Sinead Keenan is one of Ireland’s senior fashion creatives. Her keen eye for creating beautiful imagery has seen her become a renowned fashion stylist, in a career that has spanned three decades. She is a woman with great perception, resilience and optimism. Truly in her heyday, she believes in the joy of now…

Which three adjectives describe you best?  

Creative, determined, optimistic.

What is on your mind most these days?

I wonder if will we ever get back to some sense of normality. I’m not rushing back to the hectic life pre-Covid, and I think the lockdown has taught many of us valuable lessons but the uncertainty and constant rhetoric about the effects of the virus both physically and economically can be overwhelming.

What is the last thing that you said no to?

 Dinner with good friends as I already had plans.

What is the last thing you said yes to?  

Besides this interview, an impromptu trip to Wexford.

What made you decide to do what you are now doing in your life?

 I had a very glamorous, stylish mum who inspired in me a love for style and fashion. Since I was a little girl, I had always wanted to be a fashion designer and went on to college to do so. Back in the 90s, there was no awareness that Fashion Styling was an actual job. It was only when I started working for the Brown Thomas Creative team straight after college, I became aware of styling and realised I loved creating beautiful images through fashion rather than creating the actual clothes.

How many things have you been in your life so far?

 Daughter, sister, waitress, cabin crew on a ship, sales assistant, fashion design student, display artist, visual merchandiser, fashion stylist, wife, mammy, creative director.

Where do you come in your family, and did this have any influence on you?

 I am the firstborn and I think it very much influenced me. My father died when I was ten so I grew up very quickly. I was the eldest of three sisters so I tended to be in charge.. a lot! I think it has made me a good leader but I would like to think it has also given me good coping skills and nurturing qualities.

Are you where you wanted to be at this stage in your life?  

I think so. I’m very content with my lot yet I know I have a lot more to achieve. If we get caught up in thoughts of ‘where we should be’ at any stage of our life, it can bring discontent and anxiety. I like to live in the moment but with dreams and aspirations for the future.

What is the best, and worst piece of advice you have received in your life so far?

 Not so much advice but a quote I’ve always loved is “Be yourself, everyone else is taken” by Oscar Wilde. In a world of influencers and followers, I really admire those who can carve their own path without the need to follow the crowd.

What does midlife feel like to you?

 I really don’t feel in my midlife. I think my career keeps my mind young, constantly evolving and adapting, working with brilliant people across all age groups. I think it’s a mindset. There are so many benefits to being at this stage of my life in terms of experience and confidence, but I certainly still feel 25 in my head. There’s still lots more adventures and experiences to be had!

Is there something you have dreamt of doing for a long time?  

It might be something I need to put even further down the long finger with the current global situation but travelling is something I’d always hoped to do later in life. When I was in my 20s, all of my pals had the travel bug and were heading off around the world. I was focused on building my career and working towards my professional goals. I never felt like I missed out because I had wonderful opportunities that I grabbed at the time. Now that my little girl is growing up, I think I’d like to take time to see more of the planet. My bucket list trip is ‘The Big Sur Drive’. Let’s see how the world survives this pandemic before I book my tickets!

Has there been a place, event, or experience that has transformed your ideas, changed your thinking or given you a new perspective?

I know it’s a cliché, but the birth of my daughter changed everything. I had her quite late at 36 and up until then, I had quite a self-centred existence. I only had myself and my husband to consider when making plans or being spontaneous! Like every woman, when a child comes along, your life and career path need to take a back seat until you can figure out how motherhood and work can coexist. Sometimes, ten years later, I can still feel the ripple effect; that shift a child has on your career and your life. That being said, having Emma Rose in my life is the most rewarding, exhilarating and fulfilling thing I could have ever imagined.

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What is something you love now, that you couldn’t imagine you would like in the past?  

Prawns.... and Victoria Beckham!

Is there a milestone you are working towards in your personal or professional life at the moment?  

Everything feels a little on hold at the moment until I can see how we navigate our way out of this pandemic. There’s an exciting new venture I’ve been working towards since last year that needed to pivot and adapt to work in the newly changed world. All going well, we’d love to launch it soon. Otherwise, I’m taking it day by day for now.

How do you think the world of work can improve for women?  

Flexibility and choice. As a freelance professional, I can’t even imagine how tough it must be for women, particularly mothers, to be restricted to structured office hours. The freedom and autonomy freelancing has given me over my own life is immense. Once again, choice for women is imperative. Having the option to work from home if you wish or work flexible hours where suitable, will allow women to take control of and enhance their career and family life.

What do you spend too much time doing? And what do you spend too little doing?

 Too much Instagram and too little dancing!

How do you care for your own wellbeing?

 I’m so lucky I am surrounded by so much beautiful countryside where we live. Long walks down meandering lush country lanes has been my saviour during lockdown and beyond. The beauty of nature, clean air and headspace give my overactive mind a chance to reset, listening to either the birdsong or some of my favourite podcasts.

What do you feel free of now that you are at this life stage?

 Skinny jeans!

What gives you the most stress at this life stage?

Worrying about Emma Rose's future. Will she get to enjoy the freedoms I had growing up without the constant pressure and judgement of social media. When I was growing up, I could make my mistakes in relative privacy and move on. I’d hate her to feel the pressures and anxiety which seems to be so prevalent in young people now. Also, will this pandemic alter the world so much that her future is full of social distancing and further isolation?

Do you sleep well?  

Yes, I always have. Unless I’ve something particularly stressful going on in my life where I will lie in bed overthinking. When this happens I find the calm app really helpful to distract my racing mind and help me nod off.

What advice would you offer to yourself in your 20’s, 30’s and 40’s?

I love the quote ‘Comparison is the thief of joy’. It’s important to focus on your own life path and creative vision and not get distracted by what others are doing. Also, I’d always felt defined by my career. Even though it’s an important part of who I am, I know now that we are much more than our job. My work is something I do, not something I am entirely.

Did you ever feel lost in your life path? How did you find your way again?  

I don’t think I’ve ever felt lost as I’ve always been quite sure of what direction I wanted to take. Of course, there have been tough times, times of great uncertainty and insecurity. I try to concentrate on the now. Be happy where I’m at in the present moment. When tough times come along I always refer to the saying ‘You are the Sky, the rest is just weather’ It helps me see the bigger picture and as my Mum always used to say: ’This too shall pass.’

What do you love about yourself?

 I love a good laugh and can still get really giddy.. and my hair!

When do you feel truly alive?

Dancing... and being by the ocean.

What do you consider your biggest achievement?

On a personal level, my biggest achievement is my daughter. I struggle to keep houseplants alive so getting her to ten years of age as a fully functioning human is quite an achievement! She’s funny, self-assured and also a very creative little soul. She makes me so proud. On a professional level, I am proud of the career I’ve single-handedly built up over almost 30 years. I’ve worked with amazing clients and publications and built up a portfolio of imagery and work I’m really proud of.

What was a major turning point in your life?  

I wouldn’t consider it a turning point but I think the loss of my father at such a young age really had a profoundly deep effect on my life. He was a wonderful dad and also a very creative person so that spurred me on in my quest for a creative life. I sometimes wonder what influence he would have brought to my later years. That said, I think dealing with such a loss so young has made me resilient and compassionate. Also, the relationship with my mother and my sisters is so strong, something I feel is the result of being bonded by such a traumatic experience.

What are you looking forward to in the coming months?  

Meeting up with friends again and more frequent blow-drys!

Are you a good friend?

I'd like to think so. I still have my best friend from growing up and my years working at Brown Thomas have given me a lifelong sorority of friends that I cherish. My mother had great friendships and I saw how important they were to her. She was a good listener, gave great advice and loved to laugh. I hope I’ve inherited some of her friendship skills. As life goes on and kids come along, it’s harder to connect with friends regularly but every time we do, we just pick up where we left off. As life changes and evolves, Children can also open doors to new friendships later in life. I’ve made friendships with wonderful women who I may not have encountered in my life prior to having my daughter.

What in life is beautiful to you? Where do you find inspiration?  

I think we have all found a renewed sense of inspiration and beauty in nature over the last few months.

Any regrets?  

A few ‘what ifs’... but absolutely no regrets!

Knowing what you know now, what is most important in life?

 Family, Friends and Freedom!

What makes you feel at home?  

My husband's cooking and family cuddles on the couch with a movie.

Favourite book, and why?

I’ve just finished reading American Dirt by Jeanine Cummins. It really stayed with me emotionally. With all that’s going on around the world at the moment, particularly in the US, it really struck a chord. And the classic The Bell Jar by Sylvia Plath is a firm bookshelf favourite.

Favourite piece of music, and why?

So many I can’t choose. Depends on my mood and who I am that day! I can love listening to classical music, to dancing around my kitchen to Faithless! And I still have a nostalgic soft spot for The Cure.

Last time you cried (tears of joy count!)

I’m quite empathetic and can tear up at the cheesiest tv advert but most recently I was sobbing like a fool in bed finishing American Dirt.

How do you draw on your own inner strength?

Whenever I think it’s all getting a bit too tough, I think of my beautiful mother when she was thirty-five, losing her husband with three baby girls to raise. If she can get through that grief and trauma with such strength, love and grace, I can totally do this!! One thing I have learned is I can’t control what’s going on in the world around me but I can control my response to it. I try to steer my mind from negative thoughts and stay focused on the positives.

What are your feelings on this new world we find ourselves in now?

Slightly terrified about how the world will ever recover, but hope that the compassion, community and reality check we all had during the lockdown continues with us into the brave new world. I know, I for one, realise I can live with so much less, and am thankful for all I do have. I think most of us have taken stock and edited our lives back to the essential. I hope we are able to retain this sense of community, gratitude and empathy into the future.

Sinead Keenan in email conversation with Ellie Balfe, August 2020