On a 60ft mirrored catwalk against a corrugated iron backdrop, a|wear unveiled a winter collection marked by a certain urban glamour reminiscent of Hollywood in the l940s.
The severe military-style coats, high- waisted trousers and brass-buttoned jackets softened with chiffon blouses and sequined berets that opened the show set the mood and tone of the collection.
"It's a very grown up, ladylike look", Annmarie Flood, ceo of a|wear told The Irish Times. "Our customers are tired of smocks and the girlie influence. They want more structured tailoring."
A pencil skirt with leopard print blouse and requisite high heels, sharp, simple and sexy, illustrated her point.
Staged in the revamped first floor of Connaught House, headquarters of Treasury Holdings, the event, estimated to have cost around €50,000, was the biggest in the company's history and attracted around 800 people." A "pop-up boutique" opened afterwards allowing guests to buy immediately from the collection which goes on sale today, a novel concept in Ireland but increasingly popular in the US.
If black and grey predominated, themes with self-explanatory titles like Bloomsbury or Parka Life were shorthand for long slouchy knits tied over print dresses or shapely parkas demilitarised with sequined cami tops and striped metallic jeans.
The mix of utility and shine recurred throughout and the addition of accessories such as a black patent belt or a pussy-bow blouse in purple satin updated a curvy jacket or a leather biker coat. For evening, there was a choice of a dozen little black dresses.