FeeG: The brand loved by everyone from Laura Whitmore to Sabina Higgins

“Our core customer is in her early to mid 40s – we are known for Holy Communion mom clothes – and that’s exactly where I am”, says Fiona Heaney founder of FeeG, the successful Irish brand that celebrates its 15th year in business this year. At a recent store event in Kilkenny her youngest customer was 22, the oldest 70 while high profile fans include Laura Whitmore, Sabina Higgins and #WearingIrish founder Margaret Molloy. “Our demographic is broad. I don’t think fashion is about age – the lines have got softer over seasons in what older and younger women are wearing,” she says. Heaney also designed the bridesmaids dresses for the wedding of another notable customer, Amy Huberman.

Polished rather than offbeat, stylish in an unobtrusive way with a strong emphasis on statement coats and feminine dresses in Italian and French fabrics, the appeal of FeeG has been growing in boutiques around Ireland, but also abroad in Spain, Germany and the UK. It was, for instance, the first Irish brand bought by Harvey Nichols and when stocked in Spain drew customers from Panama, Kenya and Dubai.

Heaney, an NCAD graduate and a mother, tends to start each collection thinking about what she would want to wear herself. “Have I got something to wear to the office? Something to wear meeting friends on Saturday?” while also acknowledging that FeeG is known for its great dresses for weddings, races and other special occasions.

“But now I want to broaden the brand more and offer more casual wear, knitwear – in three colours – that can be worn with everything from an organza skirt to jeans or trousers and separates.”

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That’s evident from her new winter collection which features more daywear along with standout items like feather jackets and sequinned capes for nighttime flutters.

Prices range from €112 for a black knit sweater up to €364 for a dusty rose wool and cashmere coat and €378 for another pink and grey jacquard coat with a matching skirt in a big collection of some 90 pieces with plenty of options. Workwear dresses are around €220-€240.

All clothes by FeeG are in sizes 8-18, the main stockists in Dublin are Arnotts and the Kilkenny Shop. The brand is also stocked in boutiques nationwide. See feeg.ie.

Photographer: Eilish McCormack assisted by Andrew Rankin. Styling: Sinead Keenan, hair Michael Leong, make up Zoe Clarke. Model Klaudia Kapuscinska.