Catwalk on aisle five as Joanne Hynes fashion hits Dunnes
It wasn't so much 'clean up on aisle five' as spot the fur coat and the plastic alligator in the grocery department at Dunnes Stores in the Stephen's Green Centre.
It was hosting the catwalk show of newest fashion designer recruit, Joanne Hynes, in the heart of the green grocery aisle.
For a brand that made its name with the famous slogan 'better value beats them all', the presence of super luxurious, €900 shearing coat, must seem to some old school customers, as quite a leap.
But Margaret Heffernan and her Dunnes team are clearly set on eating into the Irish retail scene at all ends.
Ms Hynes was having none of the "seriously, how much?"
The shearlings in her debut collection sold out, and the Galway-born designer has delivered a whole new tranche of style queens to Dunnes who might have paid €600 for one of her bespoke collars in the past. This season, she has done a limited edition range of her signature beaded collars and hairbands costing €200 and €110 respectively.
But back to the coat, which this season is reversible in shades of ice blue and berry pink. Supplies are limited to just seven, and they will be on sale in just three stores - Grafton Street, Stephen's Green Centre and Cornelscourt.
Worn over a €300 'alternative wedding dress,' the look was finished off with head turning metallic mules (€140). Ms Hynes said her approach to this spring/summer collection was a philosophy of "buy now for ever".
Her work was inspired by the jungle paintings of Henri Rousseau.