Published 17/03/2013 | 05:00
Wouldn't it be wonderful to be able to shed a few years and look a little younger? Women are forever tinkering around with reverse ageing and now Savida, one of Dunnes Stores' best-known labels, has undergone a facelift.
Carolyn Donnelly, the store's new creative director, concedes that its Gallery label (aimed at over-40s) and its younger sister label Savida had both become a bit 'old'. They were losing direction, and their target customer.
Hence, the former Quin & Donnelly designer was drafted in to create a more youthful Savida, with lots of colourful twists.
There are techno fabrics in all the season's soft colours while high-tech, laser-cut detailing prettifies the separates and gives them a very modern edge.
Savida is aimed at the 25-plus woman who wants to stay on trend, but has outgrown fast fashion.
Dunnes' response to high-street competitors like Zara and H&M has been to adopt head-to-toe styling and introduce a complete range with Savida shoes, bags, accessories and jewellery.
There are lots of designer touches in the mix too.
Broderie Anglaise is one of the hero fabrics, with lots of nods to the Vuitton 'cutwork' last year.
Savida's double-breasted cream jacket, with its flattering line, will attract lots of love. It's made from a bonded, double-layer cloth so it looks expensive and holds its shape beautifully.
It's all about surprising ourselves and taking a different approach to separates and colour. If Carolyn had her way, we'd be wearing neon socks with our pointed stilettos.
Stella McCartney has won the affection of women the world over for her 'miracle dress', which gives the illusion of an hour-glass figure. Savida's take on the bodycon dress is a sturdy jersey; it's a classic, trans-seasonal wardrobe star.
Other favourites include a romper suit in black with a tiny white belt. The addition of retro wedges and shades gives it a whole new twist. Add black opaques and heels for a night out or denim jacket and boots for a festival.
This suit (pictured left) has that kind of bare-canvas quality that allows you to accessorise it in any number of different ways.
You will recognise the vibe in the pirate pants outfit. They come with leg-lengthening stripes but the look is given a girly touch with a yellow blouse with black, beaded collar.
Prepare to be surprised.
All clothes and shoes from the Savida at Dunnes Stores range
Photography: Barry McCall
Assisted by: Steve Gallagher
Styled by: Carolyn Donnelly
Make-up: Christina Lucignano
Hair: Zara Cox
Model: Teodora Sutra at 1st Option Models. Shot on location at The Gibson Hotel, Dublin
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