A|WEAR BRAVED the chill, economic and otherwise, yesterday with the launch of its spring “Chic Safari” collection in Dublin’s Cliff House Hotel (formerly Bentleys) on Stephen’s Green.
Despite a trading loss for the year ending January 2010, “last year has been a better year”, said brand chief executive Annemarie Flood, adding that product and price continue to be the chain’s main focus.
Heading up its spring campaign is German-born schoolgirl Tabea Weyrauch from Derry, winner of RTÉ’s recent reality TV show The Model Scouts. Her image will appear in all store windows and on the front cover of A|Wear’s spring magazine. The season’s offerings highlighted the new midi length worn by celebrities such as Keira Knightly and Carey Mulligan in polka dot or leopard print worn with little tops and ballerina flats – and at €35 for the skirt, affordable high fashion.
Shorts, still very much in vogue evidenced by A|Wear’s offer of some 30-40 styles, were shown with silky ruffle tops in shades of camel, tobacco and brick.
“Wishy-washy colours are a hard sell in the marketplace because of our skin tone. Irish customers love colour more than the UK,” said Ms Flood.
Her signature informs every collection and to show how flattering shapes come with tempting price tags, her striking graphic print dress with a soft tie front in viscose looked more than €45.
Though the safari theme is a well-worn one, khaki utility shirt dresses looked fresh and sporty, (albeit in viscose rather than crisp hard-wearing cotton) as did leopard and zebra print cami tops in soft shapes and muted colours.
Despite the dresses and printed jumpsuits, the collection illustrated a growing move towards separates with a broad range of trouser shapes – wide-leg palazzos (for high summer), chinos, peg legs or the new kick flares – most with similar details as the shorts such as turn-ups, soft tie fronts or belts.
Accessories included wooden stacking bangles in keeping with the safari theme, punched clutches and woven cross-body bags.