Thursday 29 September 2016

Capital's stylish fashion scene helps secure a global first

Published 01/09/2015 | 02:30

H&M, the high street retail giants have selected Dublin as the location for the global launch of their Studio collection
H&M, the high street retail giants have selected Dublin as the location for the global launch of their Studio collection

It's official - Dublin is topping the cool factor on the international fashion map.

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H&M, the high street retail giants have selected Dublin as the location for the global launch of their Studio collection (modelled right) next week, two days ahead of the rest of the world.

It's a major coup for the Dublin retail scene and reflects how highly the Swedish-owned chain regards the Irish fashion landscape and our very creative street fashion scene, which is constantly attracting attention in international magazines and much comment online.

The Studio range has a sporty, futuristic-theme and the limited edition collection will go on sale in a week's time, on Tuesday, September 8, at an exclusive event at their H&M College Green store which opened last December.

However, the rest of the world won't get an opportunity to buy it until two days later on September 10, when the stock will be available in 200 stores worldwide and also online.

Roisin Moloney, head of PR for H&M Ireland, said "the Studio collection is very fashion-forward and H&M knew that Dublin would be the perfect location for its global launch.

"We brought the 68-piece collection to Dublin for a press preview in July and the reaction was amazing, which just confirmed H&M's view that Dublin would be the perfect place for its official launch to customers."

The first view of the Studio collection came at Paris Fashion Week AW15 shows last February when it was presented on a specially constructed lunar landscape inside the Grand Palais.

Among the models walking the show were high visibility celebrity supermodels Kendall Jenner and Gigi Hadid.

The Studio collection is created by a core design team within H&M led by Ann Sofie Johansson and the limited edition range is packed with statement pieces.

The collection landing into Dublin next week has a mix of functional pieces and feminine layers and includes 10 pairs of trousers, 27 tops, two dresses, six jackets, 18 accessories, a skirt and blazer, two gilets and a pair of dungarees.

Among the stand-out pieces likely to attract the biggest attention, not least because of the resale value, is the embellished jumper (€149) worn with orange trousers, (€59.99) by Kendall Jenner (far left) and the generous-sized mustard quilted bag (€249.99) carried by the model in the mustard jumper (€29.99)

Irish Independent

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