Beyond Luxury

A former LVMH executive is building Ireland's first luxury group. Ashley McDonnell reveals VYKO and the untold story of Irish craft luxury.
Ireland has centuries of mastery in wool, linen, whiskey, and knitwear, yet no luxury infrastructure has ever been built around it. Ashley McDonnell spent a decade inside LVMH, Dior, Puig, and Google, studying how the world's great luxury houses scale heritage into global brands. She saw a gap nobody was filling. VYKO is her answer: a luxury brand group designed to acquire, elevate, and globalize the best of Irish craft.
In this conversation, Ashley walks through her acquisition framework (three questions, no P&L required), explains why fragrance is always the first strategic move inside a new brand, and lays out VYKO's market expansion roadmap from New York to Dubai to Shanghai. She also shares the story behind Ireland Fashion Week, which she launched with 54 designers and generated 500 million impressions on zero budget.
This is one of those episodes where the last answer changes how you think about what luxury actually means.
TIMESTAMPS 00:00:00 — Introduction
 00:00:23 — Why Ireland is luxury's most overlooked origin story
 00:05:20 — Ashley's decade inside LVMH, Dior, Puig, and Google
 00:12:32 — What VYKO is and how the luxury group model works 
00:46:40 — The 3-question brand acquisition filter 
00:44:37 — Why fragrance is the first move in every acquisition
 00:22:36 — Ireland Fashion Week: 54 designers, 500M impressions, zero budget 
00:36:35 — The expansion map: New York, Dubai, Shanghai
 00:56:36 — What luxury actually means to her
🎙️ Beyond Luxury Podcast · Season 4, Episode 1 Subscribe for the conversations shaping luxury's next chapter.
#LuxuryBusiness #IrishFashion #LuxuryStrategy #CraftLuxury #VYKO

FIND US 
Substack → beyondluxury.substack.com 
Instagram → @beyondluxury.media Instagram → @beyondluxury.podcast 
Carlota's Instagram → @carlotarodben 
ShopMy → @carlotarodben 
Website → beyondluxury.group 
LinkTree → linktr.ee/beyondluxury.group

FIND Ashely McDonnell & VYKO on IG:

ash.mcdonnell

vykogroup

irelandfashionweek

techpoweredluxury

What if we told you AI adoption will make interactions more human than ever?For years, the industry feared that embracing technology could dilute brand value and displace human expertise. Yet in today’s landscape, it is precisely the intelligent integration of technology that allows brands to stay relevant, elevate their equity, and enrich their creative and operational excellence.This time, Carlota Rodben was interviewed on the Experience Vision stage by Andrea Pavon, External Advisory Partner at Beyond Luxury Group and Founder at Rune Futures, unveiling key insights drawn from leading brands such as Dior, Hennessy, Cambour, Ferrari, and Audemars Piguet, among others, all sharing their perspectives on the opportunities that lie ahead at the intersection of luxury and technology.They explored:-From fear to overstimulation and lack of confidence: the three barriers luxury brands have have acontinue to face when approaching technology.-The delicate balance of blending craftsmanship and innovation while safeguarding heritage and identity.-Why the most disruptive impact of technology on luxury may already belong to the past, and why its most transformative potential is only beginning to unfold.-How technology is reshaping every touchpoint: from hyper-personalized digital experiences led by brands like Doji, to more efficient and sustainable supply chains throughout the entire product lifecycle.-How an industry once positioned behind technology is now revealing its true strength: turning the pursuit of dreams into meaningful realities.-The growing imperative for qualitative, agile intelligence to remain ahead of the curve, especially in an era oversaturated with information.Want to stay ahead of the curve? Sign up for our ⁠⁠⁠⁠⁠⁠Weekly Beyond Luxury Substack⁠⁠⁠⁠⁠⁠ and follow us on ⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠TikTok⁠⁠⁠⁠⁠⁠, and ⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠ for even more insights and inspiration.

In this episode, Geoffrey Perez, Head of Luxury at Snap Inc., shares how luxury is evolving beyond products into experiences, emotions, and deep cultural relevance. He explains how new generations seek meaning, personalization, and emotional value, not just status or objects. With his experience leading luxury partnerships at Snapchat, Geoffrey breaks down how digital platforms offer new ways for brands to build intimacy, craft narratives, and create immersive moments that resonate with younger audiences.

He explores how technology allows luxury brands to stay human and personal at scale, how XR is redefining brand interaction, and why exclusivity is no longer just about scarcity, but about relevance and timing. Geoffrey also reflects on the importance of brand purpose, cultural sensitivity, and the art of crafting desire in a fast-moving digital world.

Want to stay ahead of the curve?
Sign up for our ⁠⁠⁠⁠⁠⁠⁠Weekly Beyond Luxury Substack⁠⁠⁠⁠⁠⁠⁠ and follow us on ⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠⁠TikTok⁠⁠⁠⁠⁠⁠⁠, and ⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠ for even more insights and inspiration.

TL;DR
• Ines Alpha talks about her collaborations where creativity thrives within clear constraints. She values working with teams that respect her artistic vision, balancing freedom with specific direction.
• Her projects explore blending physical face wear with augmented reality (AR), creating a unique fusion of 3D makeup and digital experiences. Ines worked on both the physical design and AR elements to make the two worlds interact seamlessly.
• AR makeup allows for new forms of self-expression, enabling people to explore different identities digitally. It offers more freedom compared to traditional beauty standards, allowing people to experiment without physical boundaries.
• Ines envisions a future where AR makeup could be featured at high-profile fashion events, with both physical and digital beauty merging for immersive, forward-thinking experiences.
• The evolution of AR technology and social media platforms is shaping the future of beauty, making new forms of creative expression possible, and opening up opportunities for innovative collaborations.

Want to stay ahead of the curve?
Sign up for our ⁠⁠⁠⁠⁠⁠⁠Weekly Beyond Luxury Substack⁠⁠⁠⁠⁠⁠⁠ and follow us on ⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠⁠TikTok⁠⁠⁠⁠⁠⁠⁠, and ⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠ for even more insights and inspiration.

In this podcast episode, Ines Alpha, a leader in the world of 3D makeup and augmented reality, shares insights into her creative journey, particularly her collaboration with Studio Halia. Ines discusses how she blends the physical and digital realms, emphasizing her passion for constraints in design that lead to true innovation. She highlights her work where physical face wear and makeup are enhanced by AR, allowing users to customize their appearance in real-time. Ines explains the importance of collaborating with expert teams to push the boundaries of what’s possible in AR, especially in creating highly interactive and personalized digital makeup experiences.
She also touches on the community aspect of her work, explaining how AR allows people to explore new identities and self-expression, often in spaces where traditional self-presentation might be limited. Looking ahead, Ines reflects on the future of augmented reality in major beauty and fashion events, foreseeing a shift where digital transformations will be just as prominent as physical ones. As technology evolves, she envisions a growing connection between the digital and physical worlds, with new opportunities to create more immersive and expressive experiences for her audience.

Want to stay ahead of the curve?
Sign up for our ⁠⁠⁠⁠⁠⁠⁠Weekly Beyond Luxury Substack⁠⁠⁠⁠⁠⁠⁠ and follow us on ⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠⁠TikTok⁠⁠⁠⁠⁠⁠⁠, and ⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠ for even more insights and inspiration.