Penneys A/W 2010 fashion show
Yesterday in the Royal Hibernian Academy on Ely Place, to a soundtrack of Jónsi, Lykke Li and LCD Soundsystem, Penneys, that stalwart of the Irish high street, held its first fashion show in nine years to showcase its A/W 2010 …
Yesterday in the Royal Hibernian Academy on Ely Place, to a soundtrack of Jónsi, Lykke Li and LCD Soundsystem, Penneys, that stalwart of the Irish high street, held its first fashion show in nine years to showcase its A/W 2010 selection (styling by Paula Hughes). As spring/summer is about paring down, showing some skin and embracing lighter fabrics, autumn/winter is about opening one’s mind to a cacaphony of clashing fabrics and patterns, layering items and the opportunity to experiment with colour and texture.
The big guns were all in attendance, with Paul Marchant, chief executive, telling me of the care that Penneys takes over its selection of trends. The firm doesn’t use a trend forecasting company, he says, but instead has a team of buyers in Ireland, and another in the UK, whose job it is to follow and select trends that will fit the brand, then pick the right items at the correct moment for the correct markets. (As an aside, his suit wasn’t from Penneys, but “my tie is Penneys – and my pants and socks!”)
All of the A/W catwalk trends were channeled through Penneys’ very wearable, high-street aesthetic: shearling jackets (hello, Burberry Prorsum) were reworked in light, loose jacket shapes; brocade was given a new lease of life in a single-breasted, mid thigh-length coat; the midi skirt (the new mini, don’t you know) was broken out of storage and paired with tough knits and soft leather belts. There were also gorgeous alpine cardigans and jumpers, along with this season’s (and last’s, maybe) must-have: the leather dress, as seen at Céline and Chloe.
Disclaimer: I made an attempt, over lunch, to glean some information about Penneys’ factory operations, which are all “in the Far East – mainly China” . . . and today’s piece by fashion editor Deirdre McQuillan speaks of “a commitment to ensuring a code of conduct and efficiency”. [One thing you should know, though, is that price does not directly correlate to factory standards; handbags sold for €2,000 are often made in the same factories (albeit with different fabrics) as those selling for €20.]
For more pics from the show, see after the jump – and I’ll be putting up model shots, along with release dates, on Monday morning. Plus, watch this space for a competition this afternoon!
(LOVE LOVE LOVE this sheer maxi skirt; definitely on my hit list.)