Penney wise

Gold sequins and metallics give the latest collection from Penneys/ Primark a touch of opulence, writes DEIRDRE MCQUILLAN

NEXT WEDNESDAY, Penneys/Primark will open its 27th shop in Spain, in Pamplona, corralling local fashion aficionados in a city better known for its annual bull run. In October, yet another Spanish store will open, in Zaragoza, following two in Austria and another in the UK.

As its European expansion continues apace, Penneys is becoming to fashion what Ryanair is to aviation, an Irish success story spreading affordable fashion right across the continent, with analysts predicting it will penetrate as far as South Africa and Australia. Already a fake Primark store in Dubai has caused the company some headaches, but illustrates its increasing global appeal.

“Notice how good the lining is,” says a Dublin stylist approvingly, examining a sapphire blue Crombie coat in Penneys’ latest collection, some items from which are shown here. With its recession-friendly prices and fashion credibility, the company’s success lies in the speed with which it translates emerging trends into mass market desirables. Selling fashion, someone once remarked, is like selling fish – the fresher the better. A cute dress in the newest shape and colour will hit the street fast, while yesterday’s catch may be left on the shelves.

The company’s Facebook fans, who now number in excess of 300,000, are quick to indicate their likes and dislikes as soon as new items are added. More than 600, for example, indicated their approval of the new €23 bucket bags.

This winter the references to the 1950s (dresses with stick out skirts), 1960s (mini skirts and drop-waisted dresses) and 1970s (studs and black leather) are obvious, but updated anew. There are practical coats in sapphire, black or navy; touches of opulence in sequinned skirts and oversize jumpers in softer shades, though many might steer away from those unflattering dipped, curtain-style hems. If geometric prints make bold statement trousers for women, clothing stalwarts such as tweed trousers, duffel coats, Fair Isle knits and check shirts nail the current trend for androgyny. Knit accessories, old-school style satchels, Chelsea boots in rich suede colours and pointed flats do the rest.