TO generate interest in its new Grafton Street store, Marks & Spencer is holding a number of previews before the official opening on September 27th. The first of these was a fashion show - not alas held in any part of the 67,000 sq-ft store (formerly dear old Brown Thomas) - but in the sedate Shelbourne Hotel.
The new shop will not only be bigger (four floors), retaining some of the old features, but will have a much enlarged Food Hall. It will be sympathetic to the needs of the disabled and mothers and their children. And it will have cost a whole lot of money: £40 million to be precise.
But while this is all very impressive, it is the merchandise that pays the bills, and if the show is representative of the clothes that will be on offer, then the interest is mostly in the building. Those previewed were very predictable - mainly city suits for men and women. Menswear, in particular, is stuck in a rut. There is more fashion content in the children's clothes, though the tiny tots seem to be dressed up for combat, and look very aggressive. Particularly the girls.
Women, of course, need a couple of good, no nonsense suits for work, and there is absolutely nothing the matter with a well cut, fitted, charcoal coloured, wool jacket (£90) and matching short skirt (£35). It may even help in getting to the top: well groomed still counts for something.
And there are the more daring (but not that daring) city shorts and trousers that match the jacket. There is even a suit that can be machine washed - a big plus for the girl with just the one in her wardrobe.
But that's about it apart from a big interest in classic camels. Camel always looks pretty classy and a fur collared coat (£140) is an all time winner. Fur brimmed hats are flattering and, altogether, this was one of the best parts of the show.
The other big look is the shift "dress, with short sleeves and modest necklines (£40). They are in all kinds of colours: bottle, red, navy, black, and a hound's tooth check. They wear them with moc croc, low heeled shoes, and carry matching bags in the Margaret Thatcher style.
While most clothes are shortish, there are also long tunics and skirts, skinny and in tune with current style. Poodlewool cardigans (£35), a lambswool sweater, and a long, black stretch skirt (£23 a piece) sum up this section. A long cardigan is a must.
Evening dresses look a lot like lingerie, though the double layered chiffons (£40) are pretty and soft, and would travel in the handbag of the girl who works hard and goes on to play hard. Night dresses (£18) are the same shape but in pale colours with embroidery.
The lure of Marks & Spencer is in its convenience: it is where you pick up the necessities, and know you will pass muster anywhere. But the traffic is unlikely to come to a stop as you pass.