'Supermum' launches new range weeks after son born
Published 20/09/2016 | 02:30
Engaged, expressive, eclectic and experimental.
Designer Joanne Hynes describes her customer as all of these. Plus, she's decisive and dynamic.
Supermum is how I describe the Galway-born mother of four who launched her JHxDS collection for Dunnes Stores just two weeks to the day since her son, Faolan, was born.
Joanne is the latest designer to join the growing creative family at Dunnes, which now includes Paul Costelloe, Carolyn Donnelly, Leigh Tucker, Helen James, Brendan Courtney, Sonya Lennon and Paul Galvin.
The first of Joanne's two stories for Dunnes' winter 2016 collection went on sale online on Sunday and began selling out at a record pace.
"I'm running out of stock," Joanne said. Loyal Joanne Hynes fans will hoover up the embellished hairbands (€120) and bejewelled collars (€200) while the most expensive piece is a muddy-pink, short reversible shearling coat (€900).