Affordable fashion is in a transition at the moment.
While global brands like H&M and Zara continue to establish themselves as market leaders in major cities around the world, there's another player in the game in Ireland, which isn't exactly new, but has been quietly working in the background to emerge a fashion frontrunner for 2018.
Littlewoods Ireland has long been a haven for high street brands like River Island and Ted Baker, but since launching its V by Very to Ireland in 2016, they've come into a league of their own, with each collection more ambitious than the last, treading the delicate line of providing enough classic and trend driven pieces while still maintaining its signature affordability. Not an easy feat.
It helps that twice a year, they hold a big budget fashion show in Dublin, merging technology and fashion in creative ways for select guests including fashion journalists, bloggers, models and influencers, as it was at this year's show at the Project Arts Centre.
On display, was a bright and bold offering - like a red flared trouser suit, totalling €83; a white lace trim maxi dress which wouldn't look out of place in the South of France for €83 and on-trend tassel earrings a multitude of colours for €20.
Also worth noting is their dedication to inclusivity, they have been working with plus-size models since before it became the practice du jour, something their customers have clearly taken note of - pretax profits from its parent owner Shop Direct, show that profits doubled last year.