BT2 Growing up: It's all change
Photography by Peter Evers Styling by Angela Scanlon fashion edited by Constance Harris
Dundrum Town Centre has a reputation for being the mothership of the Ugg-ettes. But that is total misrepresentation. For instance, BT2 Dundrum has been very much on my personal fashion radar this past year as Brown Thomas has been trialling some new ideas and lovely labels out there.
BT2 is youth-oriented, and so it has always been about change. Right now, it is getting to one of its most interesting morphs yet.
Liking how it has worked out in Dundrum, Brown Thomas decided to overhaul the original BT2 store in Grafton Street to throw off its neon, teen image in favour of a brave new, more egalitarian fashion world.
"Times have moved on. This is fashion, it's all about movement," Shelly Corkery, Brown Thomas's group fashion director told me. "We always saw BT2 as a fashion store, though when it first opened it was as a sporty store, showcasing labels such as Prada Sport and that kind of thing. Then it morphed into the world of brands, such as Miss Sixty and it became very young, very colourful and upbeat.
"But all that really is well and truly over. Minimalism, reality, a bit of practicality, as well as a really good fashion fix at a good price, is really where it is at now."
So BT2, for our times, has been unveiled: it's clean, fluid, strong.
Great labels such as Sonia by Sonia Rykiel; See by Chloe; DVF; Marc by Marc Jacobs; and Michael by Michael Kors, are the backbone of a more grown-up, sophisticated style in a laid-back, cool way.
"It is not about age any more. It is for anyone," Shelly explained. "We have created the longest jeans bar in Ireland, with everyone from Victoria Beckham to Paige to James Perse and MiH as well as Alexander Wang tees, and all that." The jeans 'n' tees area features 20 denim brands with prices from €50 to €275 and oodles of fun, quirky, young women's labels.
"The ground floor also will carry labels such as Etoile Isabel Marant, Maje, Twenty8Twelve, Surface to Air, and Equipment. We have moved Cos upstairs and expanded the offer. Also there you will find Selected Femme, Laundry Room, and Lipsy, as well as shoes," Shelly told me.
But although the fashion, the environment, the dressing rooms and even the bags have changed, there are certain fundamentals about BT2 that never change.
It has a bit of youthful, trendy, high street about it, but in a limited-edition, more exclusive way. So if you really are the sort of person who never darkens the door of the high street, BT2 can put you in touch without getting contaminated.
BT2, 28-29 Grafton St, D2, tel: (01) 605-6747; Unit 133, Dundrum Town Centre, D16, tel: (01) 296-8400; 180-181 The Red Mall, Blanchardstown Centre, D15, tel: (01) 860-6540, or email email@example.com, or see www.bt2.ie
Photography by Peter Evers, tel: (086) 858-1921
Assisted by Keith Byrne and Richie Lambe
Styling by Angela Scanlon, see www.angelascanlon.com
Assisted by Linda Conway
Make-up by Leslie Keane at Mac
Hair by Aimee Murphy, see www.aimeemurphy.com
Models: Kika Rose Ridley and Will Kricka at Models 1, see www.models1.co.uk
With special thanks to Joe Brennan for providing the space and wonderful artwork from his private gallery space, tel: (01) 416-4612, or see www.jonathanswiftgallery.com
Sunday Indo Life Magazine