Ireland's enduring online fashion retailer iCLOTHING has embarked on an ambitious growth strategy in recent years - investing in an array of new brands, and now in hiring TV presenter Lucy Kennedy as its newest brand ambassador.
Kennedy, at 43, has years of broadcast experience under her belt and has cultivated a loyal following of female fans with her unfiltered representation of motherhood on social media. And she's the perfect representative to expand their customer base which was previously aimed primarily at Gen Z shoppers looking for quick wardrobe fixes for Instagram.
Like Holly Willougby's wildly successful Marks & Spencer collaboration and Emma Willis' sportswear collection with Next, there is a long-standing history of pairing down-to-earth women beamed into our homes on television screens directly with customers.
Her edit represents the importance of a flexible working wardrobe with interchangeable hero pieces like the Bronagh Printed Pleated Skirt - and matching blouse - and the Katrine Long Sleeve Blazer, for both dressing up and down.
But the undoubted star of this year's Spring/Summer '20 collection is a devotion to romantic prints and tea dresses, a more affordable version of the looks debuted on Erdem and Pradas runways, giving high street stalwart Zara a run for its money.