YOU saw it here first; this is a new line of women's clothing from Magee, the first such in the company's 166 year history. But don't imagine that you're going to find these items in a local outlet soon. Fashion increasingly works more than 12 months in advance and the Magee Ladies Collection, as it's called, will only go on sale to the public next spring. Indeed, so new are these designs that they haven't even been viewed by many of the retailers who will carry them.
Magee's latest development hasn't come completely out of the blue, of course. Its origins go back two years, in response to regular customer demand for a well tailored women's version of their men's jacket. Initially this was aimed at the tourist market in this country and the export business. "That side grew very rapidly," according to the company's chairman, Lynn Temple. He says women's wear, even in its present form, already accounts for 40 per cent of overseas demand.
No wonder, therefore, that Magee has now decided to work on this base and allow more substantial growth in what looks to be a highly profitable venture. Next spring's complete collection will include four different approaches to the jacket, a garment always at the centre of Magee's image. In addition to the classic style, there will also be a backing version, a short waisted jacket and a collarless example. These can be co ordinated with a range of skirts and trousers.
"The emphasis is very much on the `preppy', country look," explains Mr Temple. "This is Irish styling with an Italian look at its best." This country look is emphasised by the fabrics and colours Magee is using pure new wool, cashmere and wool and mohair mixes. There are, as might be expected, plenty of checks in bold buttery yellows and soft pink, together with the more traditional shades of brown and green. Cotton and linen are used for summer weight clothing but, thanks to the creation of new yarns, Magee has been able to use lighter crepe high twists and silk blends for some of the pieces.
"It's aimed at the sophisticated home and tourist market," Mr Temple suggests. "We're using our fabrics here in a stylish, not fussy way." Magee has already been working along the same lines with its men's wear; it recently introduced a new range of more relaxed styles for jackets and suits, which now account for 60 per cent of sales in Ireland. A small team has been given responsibility for the new women's collection designer Kirsten Pereira worked alongside stylist Niamh O'Brien and technical designer John Raines. As with Magee for men, the intention is not to appeal to the high fashion customer, but an updated collection will be produced each season. With this first range ready, the focus is now on autumn 1997. "The staff in the Donegal factory have shown such incredible skill and adaptability," says Lynn Temple, "coping with the demands of making such a different product range."
Retail prices for these garments won't be too high jackets should sell for £175 to £250 depending on cloth, while skirts and trousers will be priced at £65-£95. Put your orders in now, but bear in mind you won't be able to collect until next year.