As the owner of Upfront Model Management, you might expect that Orla Diffily is only ever on the lookout for girls aged 15-20, who are a size eight and 5’9”.
Well… think again.
“The gap in the market are definitely size 14 for women, over 30, over 40, over 50, over 60,” explains Orla, who represents fashion and commercial models in her Munster-based agency. “And for men, over 50.”
Having worked in the fashion and lifestyle industry for over 25 years, Orla established Upfront Model Management in 2007 to provide local models for events like fashion shows and photo shoots, having previously relied on Dublin agencies.
Originally, she explains that she tried to mirror the typical “size eight, 5’9” offering; but soon realised that alone was “not going to work” in rural Ireland.
“Boutiques’ sample sizes were normally a size 10 and if you were dealing with bridal shows, they would normally be a size 12, so first of all we had to fit what we were showing on the runway,” she explains.
“But the real reason that I changed my focus was feedback from audiences and people at shows, in that afterwards, people would come out to you and you kind of knew that they enjoyed the experience; but they weren’t impressed with the models or they couldn’t relate. They couldn’t see themselves in the clothes, but they would say things to you like, ‘It looks gorgeous on her, but sure look I’m not 18, it would never work on me’, or ‘Sure she has a perfect figure, but that would never work on me’.”
As a result, Orla has consciously diversified her agency; but not just in terms of size, but also age, as she believes that more mature women and men rarely see themselves represented in the fashion world.
“We need to start representing well over half the population who wear clothes, who go shopping, who have money to spend. That’s what fascinates me, is that fashion hasn’t copped on faster, because it’s all about making money and yet they’re neglecting the audience who can actually afford to shop in boutiques, perhaps spend a bit more on high-end brands. A younger market as you know is all disposable fashion, it’s very trendy and the maximum they want to spend is €20 for a dress on a Saturday night,” says Orla.
While Upfront Model Management still represents high-fashion models, about 70% on the books are commercial models, with regular bookings on TV shows like Today with Maura and Daithí, as well as shoots and shows. Orla explains that a good model needs to be photogenic, confident, fit and health-conscious, and she is always on the lookout for new talent.
Irish Country Living spoke to four Upfront models at different stages of their careers, from farming to city backgrounds, to share their journeys.
Model Fiona Griffin, photographed beside her late grandfather's Ford tractor. \ Lynda Kenny
Fiona Griffin might have modelled for international designers like Don O’Neill; but check out her Instagram feed and you are as likely to see a picture of Galloway cattle or Zwartble sheep as high-fashion.
The 26-year-old lives in the farmhouse that once belonged to her late grandparents, Michael and Eileen Fitzgerald, in Leathive More on the Dingle Peninsula, with the farm now run by her parents, Robbie and Mary Griffin, since selling their B&B business.
“They just decided that life was too short and they sold the B&B two years ago and now the two of them are farming full-time and they love it,” says Fiona, who was photographed for Irish Country Living alongside her grandfather’s iconic Ford tractor. Fiona first started modelling for Upfront at 17, but after finishing school, she got an international modelling contract and moved to London first, followed by Istanbul.
“I probably would have been the last person to have thought that I’d end up taking a year out rather than going to college with the rest of my friends, but I just thought if I didn’t take the opportunity up, that I’d always look back and wonder what it would have been like,” says Fiona, who explains that while she gained a lot of experience abroad, there was a lot more pressure on the international scene “to look a certain way” compared with Ireland.
“I remember going to certain castings, trying to tie back my hair tighter to make my forehead look bigger,” says Fiona, who felt some casting agents there “don’t really see you as a person sometimes”.
“I was pretty happy flying back into Farranfore airport, I’m not going to lie,” says Fiona, who returned to Ireland to study art history and Irish, followed by a post-grad in TV production.
Today, she works as a production manager with Aniar – an Irish language company that produces documentaries for TG4 – but still works part-time as a model on shoots, shows and commercial work, wearing the work of designers including Don O’Neill, Delphine Grandjouan, Carol Kennelly and rising-star Colin Horgan.
“His collections are now being showcased in London Fashion Week and he’s from Kerry as well, so he is my favourite designer,” she says.
While Fiona stresses that modelling is “definitely not glamourous all the time” and that the days are long, she loves being part of a team with other models, make-up artists and photographers.
“It’s like being a part of a GAA club,” she says, adding that she believes the most important quality for a model is to be friendly and personable.
As for advice to any younger girl or boy who might be considering the career, she says that it’s important to have supportive people around you; and common sense.
“And don’t ever feel under pressure to be a certain way if you’re not,” she stresses. And in keeping with that theme, Fiona explains that with the exception of a flick of liquid eyeliner, she rarely wears make-up, as she’s “a bit of a tomboy” and believes that less is definitely more.
“I’m pretty low-maintenance,” she laughs.
Jennifer O'Driscoll started modelling five years ago at 35 and now works on television up to three days a week. \ Steve Savage
Growing up, Jennifer O’Driscoll always dreamed of becoming a model; but never thought her career would take off at 35.
“It would have always been a childhood dream and I suppose I had a family, settled down pretty young and assumed that would never happen,” she explains.
“And then one day, I was asked by an agent here in Cork would I come and do a photoshoot; and it just went from there.”
Now 40 and signed to Upfront, the mum-of-three from Glanmire is in high demand, appearing on the RTÉ Today Show between one and three times a week, doing in-house shoots for Irish brands like Paco and Swamp and also working with boutiques for shoots for social media and online sales.
“Models our age are really, really important to represent a brand correctly, because the person who is viewing us needs to be able to relate to us some way or another,” says Jennifer.
“There’s probably more business for people my age than for 18 or 22-year-olds, especially in Ireland, to be honest with you. In my experience, I’m probably getting more work than the younger girls.”
Outside of modelling, Jennifer works as a personal trainer and is also studying mindfulness cognitive behaviour therapy, with a view to becoming a mind, body and wellness coach.
When it comes to looking after herself, she is “religious” about cleansing, toning and moisturising and swears by hero products like Elizabeth Arden’s Eight Hour Cream.
“That is my go-to product all the time for my lips, for under my eyes, for my cuticles, for my hands; I pull it out for everything,” she says. “It’s a rescue cream definitely.”
Model Noel Ryan ,55, believes it's important that mature men are represented in fashion. \ Ciara O'Donnell
For Noel Ryan, it’s important that men his age are represented in fashion.
“There are a lot of middle-aged guys like myself out there who won’t fit into the skinny jeans, which is a big trend at the moment with the younger generation,” says the 55-year-old.
“It’s only right that guys my age get to see clothes that suit us, that are designed for us, on the TV, in the newspapers and in magazines as well. So somebody has to do it.”
Raised in Castleconnell in Co Limerick – though with happy childhood memories of his grandparents’ farm in Askeaton – Noel now lives in Tralee and works in customer service and marketing for Kerry Airport. Having dabbled in modelling in the past through his experience in amateur dramatics, he was approached by Orla Diffily two years ago to join her agency and is now a regular on the RTÉ Today Show, as well as walking the catwalk.
I enjoy meeting new people; it’s great because it’s something very different to what I normally do
He enjoys the buzz and camaraderie of working with the other models.
“There’s the adrenaline of being on stage, coming back and then you have less than a minute to go and get changed,” he says. “And I enjoy meeting new people; it’s great because it’s something very different to what I normally do.”
While Noel regularly represents brands like Michael Guineys, he would also like to work with former Kerry footballer-turned-designer Paul Galvin.
“I’m just waiting on the opportunity,” he laughs. To stay fit and healthy, Noel swims year-round with the Tralee Bay Swimming Club and Kingdom Masters; but also makes sure to look after his skin.
“That’s the one thing I do,” he says. “I would cleanse and tone my skin and I’d use a good men’s serum at night.”
When it comes to modelling, however, he says you won’t find the secret in any lotion or potion.
“Just having the confidence to go out there and to do it,” says Noel, “and not being afraid to do it.”
Mary O'Halloran has started modelling at 63, after a career in the civil service. \ Frank Gavin
For Mary O’Halloran, it’s not only important that more mature models are represented in fashion for diversity.
It simply makes business sense.
“It’s the ‘grey brigade’ that are spending,” says the 63-year-old, who made her modelling debut this year.
“Finally at this stage of your life, it’s your own money, you’re not putting children through college. Some people might want to join a golf course and other people say, ‘No, I’m going to buy some hats and I’m going to dress up and this is going to be my enjoyment’.”
Raised in Dublin – but with family farming roots in Kerry – Mary spent her career in the civil service, before taking early retirement. With a lifelong passion for fashion, however, she decided to fill some of her newfound free time by attending ladies’ days at race meetings, going on to win Classic Lady in Listowel and even making the lineup at the Kentucky Derby.
However, she soon found that she was being regularly approached by other ladies in their 50s and 60s asking where she sourced her outfits.
“It would be ladies who might have a graduation, or a retirement, or a wedding coming up and they’d see somebody who was an average size, 5’3”, size 14 – bit like myself – and they’d say, ‘Well if she can wear that, that might suit me’,” explains Mary, who set up her own Facebook page, Mary’s Classic Style, to share her fashion tips and promote some of her favourite Irish designers like Marion Murphy Cooney, Tina Griffin, Aideen Bodkin and Caroline Kilkenny.
“And then that brought me onto thinking that maybe there’s a need for ladies of a certain age to be more reflected in the modelling arena,” she continues.
Biting the bullet, Mary contacted Upfront Model Management to see if they would have a demand for her services and was duly signed. And in March, she had her first modelling job at a Mother’s Day event in Cork, where she also judged the best-dressed lady competition.
“It was exciting, but nerve-wracking as well,” says Mary, who explains that modelling is not just about getting her fashion fix; it’s also a new challenge for her retirement and an incentive to stay fit and healthy.
“You can only look well if you physically look after yourself as best you can and mentally as well, so it’s a kind of impetus to take care of yourself – not in a terribly vain way – but just to say, ‘Well maybe I should exercise a bit or drink the water’ and that sort of thing, because when you retire I think you need a challenge,” she says.
As for beauty tips, Mary swears by Boots’ serums; and a good cleansing routine: “Whatever you put on has to come off.”
For further information, visit Upfront Model Management's website
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As the owner of Upfront Model Management, you might expect that Orla Diffily is only ever on the lookout for girls aged 15-20, who are a size eight and 5’9”.
Well… think again.
“The gap in the market are definitely size 14 for women, over 30, over 40, over 50, over 60,” explains Orla, who represents fashion and commercial models in her Munster-based agency. “And for men, over 50.”
Having worked in the fashion and lifestyle industry for over 25 years, Orla established Upfront Model Management in 2007 to provide local models for events like fashion shows and photo shoots, having previously relied on Dublin agencies.
Originally, she explains that she tried to mirror the typical “size eight, 5’9” offering; but soon realised that alone was “not going to work” in rural Ireland.
“Boutiques’ sample sizes were normally a size 10 and if you were dealing with bridal shows, they would normally be a size 12, so first of all we had to fit what we were showing on the runway,” she explains.
“But the real reason that I changed my focus was feedback from audiences and people at shows, in that afterwards, people would come out to you and you kind of knew that they enjoyed the experience; but they weren’t impressed with the models or they couldn’t relate. They couldn’t see themselves in the clothes, but they would say things to you like, ‘It looks gorgeous on her, but sure look I’m not 18, it would never work on me’, or ‘Sure she has a perfect figure, but that would never work on me’.”
As a result, Orla has consciously diversified her agency; but not just in terms of size, but also age, as she believes that more mature women and men rarely see themselves represented in the fashion world.
“We need to start representing well over half the population who wear clothes, who go shopping, who have money to spend. That’s what fascinates me, is that fashion hasn’t copped on faster, because it’s all about making money and yet they’re neglecting the audience who can actually afford to shop in boutiques, perhaps spend a bit more on high-end brands. A younger market as you know is all disposable fashion, it’s very trendy and the maximum they want to spend is €20 for a dress on a Saturday night,” says Orla.
While Upfront Model Management still represents high-fashion models, about 70% on the books are commercial models, with regular bookings on TV shows like Today with Maura and Daithí, as well as shoots and shows. Orla explains that a good model needs to be photogenic, confident, fit and health-conscious, and she is always on the lookout for new talent.
Irish Country Living spoke to four Upfront models at different stages of their careers, from farming to city backgrounds, to share their journeys.
Model Fiona Griffin, photographed beside her late grandfather's Ford tractor. \ Lynda Kenny
Fiona Griffin might have modelled for international designers like Don O’Neill; but check out her Instagram feed and you are as likely to see a picture of Galloway cattle or Zwartble sheep as high-fashion.
The 26-year-old lives in the farmhouse that once belonged to her late grandparents, Michael and Eileen Fitzgerald, in Leathive More on the Dingle Peninsula, with the farm now run by her parents, Robbie and Mary Griffin, since selling their B&B business.
“They just decided that life was too short and they sold the B&B two years ago and now the two of them are farming full-time and they love it,” says Fiona, who was photographed for Irish Country Living alongside her grandfather’s iconic Ford tractor. Fiona first started modelling for Upfront at 17, but after finishing school, she got an international modelling contract and moved to London first, followed by Istanbul.
“I probably would have been the last person to have thought that I’d end up taking a year out rather than going to college with the rest of my friends, but I just thought if I didn’t take the opportunity up, that I’d always look back and wonder what it would have been like,” says Fiona, who explains that while she gained a lot of experience abroad, there was a lot more pressure on the international scene “to look a certain way” compared with Ireland.
“I remember going to certain castings, trying to tie back my hair tighter to make my forehead look bigger,” says Fiona, who felt some casting agents there “don’t really see you as a person sometimes”.
“I was pretty happy flying back into Farranfore airport, I’m not going to lie,” says Fiona, who returned to Ireland to study art history and Irish, followed by a post-grad in TV production.
Today, she works as a production manager with Aniar – an Irish language company that produces documentaries for TG4 – but still works part-time as a model on shoots, shows and commercial work, wearing the work of designers including Don O’Neill, Delphine Grandjouan, Carol Kennelly and rising-star Colin Horgan.
“His collections are now being showcased in London Fashion Week and he’s from Kerry as well, so he is my favourite designer,” she says.
While Fiona stresses that modelling is “definitely not glamourous all the time” and that the days are long, she loves being part of a team with other models, make-up artists and photographers.
“It’s like being a part of a GAA club,” she says, adding that she believes the most important quality for a model is to be friendly and personable.
As for advice to any younger girl or boy who might be considering the career, she says that it’s important to have supportive people around you; and common sense.
“And don’t ever feel under pressure to be a certain way if you’re not,” she stresses. And in keeping with that theme, Fiona explains that with the exception of a flick of liquid eyeliner, she rarely wears make-up, as she’s “a bit of a tomboy” and believes that less is definitely more.
“I’m pretty low-maintenance,” she laughs.
Jennifer O'Driscoll started modelling five years ago at 35 and now works on television up to three days a week. \ Steve Savage
Growing up, Jennifer O’Driscoll always dreamed of becoming a model; but never thought her career would take off at 35.
“It would have always been a childhood dream and I suppose I had a family, settled down pretty young and assumed that would never happen,” she explains.
“And then one day, I was asked by an agent here in Cork would I come and do a photoshoot; and it just went from there.”
Now 40 and signed to Upfront, the mum-of-three from Glanmire is in high demand, appearing on the RTÉ Today Show between one and three times a week, doing in-house shoots for Irish brands like Paco and Swamp and also working with boutiques for shoots for social media and online sales.
“Models our age are really, really important to represent a brand correctly, because the person who is viewing us needs to be able to relate to us some way or another,” says Jennifer.
“There’s probably more business for people my age than for 18 or 22-year-olds, especially in Ireland, to be honest with you. In my experience, I’m probably getting more work than the younger girls.”
Outside of modelling, Jennifer works as a personal trainer and is also studying mindfulness cognitive behaviour therapy, with a view to becoming a mind, body and wellness coach.
When it comes to looking after herself, she is “religious” about cleansing, toning and moisturising and swears by hero products like Elizabeth Arden’s Eight Hour Cream.
“That is my go-to product all the time for my lips, for under my eyes, for my cuticles, for my hands; I pull it out for everything,” she says. “It’s a rescue cream definitely.”
Model Noel Ryan ,55, believes it's important that mature men are represented in fashion. \ Ciara O'Donnell
For Noel Ryan, it’s important that men his age are represented in fashion.
“There are a lot of middle-aged guys like myself out there who won’t fit into the skinny jeans, which is a big trend at the moment with the younger generation,” says the 55-year-old.
“It’s only right that guys my age get to see clothes that suit us, that are designed for us, on the TV, in the newspapers and in magazines as well. So somebody has to do it.”
Raised in Castleconnell in Co Limerick – though with happy childhood memories of his grandparents’ farm in Askeaton – Noel now lives in Tralee and works in customer service and marketing for Kerry Airport. Having dabbled in modelling in the past through his experience in amateur dramatics, he was approached by Orla Diffily two years ago to join her agency and is now a regular on the RTÉ Today Show, as well as walking the catwalk.
I enjoy meeting new people; it’s great because it’s something very different to what I normally do
He enjoys the buzz and camaraderie of working with the other models.
“There’s the adrenaline of being on stage, coming back and then you have less than a minute to go and get changed,” he says. “And I enjoy meeting new people; it’s great because it’s something very different to what I normally do.”
While Noel regularly represents brands like Michael Guineys, he would also like to work with former Kerry footballer-turned-designer Paul Galvin.
“I’m just waiting on the opportunity,” he laughs. To stay fit and healthy, Noel swims year-round with the Tralee Bay Swimming Club and Kingdom Masters; but also makes sure to look after his skin.
“That’s the one thing I do,” he says. “I would cleanse and tone my skin and I’d use a good men’s serum at night.”
When it comes to modelling, however, he says you won’t find the secret in any lotion or potion.
“Just having the confidence to go out there and to do it,” says Noel, “and not being afraid to do it.”
Mary O'Halloran has started modelling at 63, after a career in the civil service. \ Frank Gavin
For Mary O’Halloran, it’s not only important that more mature models are represented in fashion for diversity.
It simply makes business sense.
“It’s the ‘grey brigade’ that are spending,” says the 63-year-old, who made her modelling debut this year.
“Finally at this stage of your life, it’s your own money, you’re not putting children through college. Some people might want to join a golf course and other people say, ‘No, I’m going to buy some hats and I’m going to dress up and this is going to be my enjoyment’.”
Raised in Dublin – but with family farming roots in Kerry – Mary spent her career in the civil service, before taking early retirement. With a lifelong passion for fashion, however, she decided to fill some of her newfound free time by attending ladies’ days at race meetings, going on to win Classic Lady in Listowel and even making the lineup at the Kentucky Derby.
However, she soon found that she was being regularly approached by other ladies in their 50s and 60s asking where she sourced her outfits.
“It would be ladies who might have a graduation, or a retirement, or a wedding coming up and they’d see somebody who was an average size, 5’3”, size 14 – bit like myself – and they’d say, ‘Well if she can wear that, that might suit me’,” explains Mary, who set up her own Facebook page, Mary’s Classic Style, to share her fashion tips and promote some of her favourite Irish designers like Marion Murphy Cooney, Tina Griffin, Aideen Bodkin and Caroline Kilkenny.
“And then that brought me onto thinking that maybe there’s a need for ladies of a certain age to be more reflected in the modelling arena,” she continues.
Biting the bullet, Mary contacted Upfront Model Management to see if they would have a demand for her services and was duly signed. And in March, she had her first modelling job at a Mother’s Day event in Cork, where she also judged the best-dressed lady competition.
“It was exciting, but nerve-wracking as well,” says Mary, who explains that modelling is not just about getting her fashion fix; it’s also a new challenge for her retirement and an incentive to stay fit and healthy.
“You can only look well if you physically look after yourself as best you can and mentally as well, so it’s a kind of impetus to take care of yourself – not in a terribly vain way – but just to say, ‘Well maybe I should exercise a bit or drink the water’ and that sort of thing, because when you retire I think you need a challenge,” she says.
As for beauty tips, Mary swears by Boots’ serums; and a good cleansing routine: “Whatever you put on has to come off.”
For further information, visit Upfront Model Management's website
Read more
Fashion forward: Eileen Style Queen
I-SPY success with mother-daughter dream team
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