Tuesday March 31, 2020

Putting on a good show: The new collection from Dunnes Stores

Instead of trying to create trends, Dunnes Stores’ latest collection is happy to reflect them, writes Elaine Prendeville

1st September, 2019
7
Ruffle collar dress, €45 (available September 16)

The fashion revolution at Dunnes Stores will not have gone unnoticed. Names like Joanne Hynes, Peter O’Brien and Helen Steele have leased their design cachet to the über-retailer in recent years, resulting in a clothing offer closer in mood to that of a concept store.

The strategy has worked: no longer is Dunnes synonymous with safer, run-of-the-mill collections, with no fewer than nine distinct labels now ready and willing to address individual...

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