The Council of Irish Fashion Designers (CIFD) is responding to changing retail patterns and what customers want – and it's not all down to price.
The CIFD, which represents 18 fashion brands, was formed two years ago to build an aspirational brand for the premium sector of the Irish fashion industry.
Yesterday, a catwalk show revealed the designers' response for autumn winter 2013 to findings from two international studies on 'What Women Want from Fashion Designers'.
Eddie Shanahan, chairman of the CIFD, said: "They want more sleeves, better fit, smaller collections . . . and they don't want to be dismissed as they reach their 50s.
"These woman have money to spend – but face an industry where fast fashion and size zero have power."
Mary Callan turned heads with her dresses in rust and black. A printed vegan leather bag by Lisa Ryder was one of the pieces shown at the event hosted by Peter Mark at South William Street, Dublin 2.