Style on a budget: New label offers slice of catwalk chic on the cheap
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By Kathleen O'Callaghan
Thursday Feb 12 2009
EVEN the fashion world isn't immune to the drastic global downturn.
Brown Thomas has opened its discerning doors to a Danish designer brand delivering low-priced contemporary gear aimed at the younger market.
The label, called Selected Femme, was launched last night at The Odeon club in Dublin with a big party.
Sarah Morrissey and Blathnaid McKenna modelled key looks from the womenswear label -- available at Dublin, Cork and Limerick -- including cargo pants, vests and beautiful vintage skirts.
The chief fashion designer at Selected Femme, Mette Christensen, flew into Dublin for the launch.
"I design clothes so that women can express their personality through fashion," he said.
"To me, the everyday look is important and Selected Femme provides a good opportunity to dress chic in an effortless and cool way," said Mette.
"We aim to produce well-designed products at the best possible quality, with prices affordable to everyone. It is possible to find a niche in the fashion industry without being avant-garde. I believe we found one with Selected Femme."
Success
Reasonable prices linked to designer looks are two key ingredients in the success story so far. The label is doing really well on the continent.
Sarah wore a grey leather jacket with a floral silk skirt for a relaxed feminine image.
For a more formal occasion, there is the tangerine frilled dress for €150 or the grey silk tunic dress for €149, as worn by Blathnaid with a simple vintage kick to the style.
The looks are catwalk quality that can be worn every day by women who demand an uncomplicated but strong look.
The collection consists of simple-cut shirts and dresses, upgraded by embellishment and exclusive fabrics.
It's a look of tactile silks and satins in a palette of cosmetic pales, delicate prints and feminine detailing. T-shaped blouses are connected to unstructured kimono sleeves and mixed with high-waisted jeans in faded fabrics.
Model Baibe looked the picture of comfort in a cream knitted dress with embellished sleeves at €159.95.
Another dress had delicate petal sleeves and could be worn with boots or sandals.
A cream, beaded waistcoat for €89.95 is a perfect way to rework a pair of jeans; and the linen tops are handy for holiday gear, without costing the price of the plane ticket.
- Kathleen O'Callaghan
