Celebrity collaborations and fashion forward labels keep BT2 a hit with customers

Freya Drohan

August 25 2015 02:47 PM

BT2 is retaining its position as the young, fashion conscious consumer’s go-to store this season.

On Saturday morning, the Grafton Street store was inundated with savvy shoppers keen to get their hands on Kanye West’s coveted Adidas Yeezy Boost 350 runners. In an hour, the trainers had sold out, proving the lucrative power of celebrity endorsement prevails.

Pictured at the launch of the BT2 Autumn Winter collections are Leva wears Self-Portrait Teal Scallop High Neck Dress 390.00.euro Li Ann Small wears Self-Portrai Ruffle Midi Dress 390,00.euro Avice wears Victoria , Victoria Beckham Long Sleeved Dress 825 and Abby wears Self-Portrait Scallop Edge Bomber jacket 340,00.euro Selected Femme Culotte Jeans 59,95.00.euro Maje Black rib knit top 150,00.euro

Pictured at the launch of the BT2 Autumn Winter collections is Ieva wears a Sandro Grey Knit Jumper with tie front 195,00.euro Sandro Grey Knit Pencil Skirt 165.00.euro Photo: Leon

Pictured at the launch of the BT2 Autumn Winter collections are Li Ann Small wears Self-Portrai Ruffle Midi Dress 390,00.euro and Leva wears Self-Portrait Teal Scallop High Neck Dress 390.00.euro

Pictured at the launch of the BT2 Autumn Winter collections are Leva wears Self-Portrait Teal Scallop High Neck Dress 390.00.euro Li Ann Small wears Self-Portrai Ruffle Midi Dress 390,00.euro Avice wears Victoria , Victoria Beckham Long Sleeved Dress 825 and Abby wears Self-Portrait Scallop Edge Bomber jacket 340,00.euro Selected Femme Culotte Jeans 59,95.00.euro Maje Black rib knit top 150,00.euro

Pictured at the launch of the BT2 Autumn Winter collections is Ieva wears a Sandro Grey Knit Jumper with tie front 195,00.euro Sandro Grey Knit Pencil Skirt 165.00.euro Photo: Leon

Avice Maughan at BT2 A/W 2015 photocall

Pictured at the launch of the BT2 Autumn Winter collections are Li Ann Small wears Self-Portrai Ruffle Midi Dress 390,00.euro and Leva wears Self-Portrait Teal Scallop High Neck Dress 390.00.euro

Yeezy does it - Kanye West's trainers create a stir on Grafton Street

The sell-out success of the limited edition sneakers was an important moment for BT2 in order to prove that it has its eyes firmly fixed on what is current, trendy and popular amongst Irish customers. Similarly, the collaboration between ‘IT Girl’ Alexa Chung and AG denim is an important addition to the store and is expected to keep the style set happy for another season.

For Autumn/Winter, BT2 is welcoming labels such as Finery London, Three Floor and Harris Wharf London, which will join cult brands including Isabel Marant Etoile, Self Portrait, Maje, Cos, Sandro and Victoria, Victoria Beckham.

“This season BT2 sets the tone and pace for new young fashion with fantastic brands arriving to each of our stores,” Brown Thomas Group Fashion Director Shelly Corkery said.

Claire Breslin, Womenswear Buyer for BT2, agreed that the focus remains on ‘wow-factor’ investment pieces, quality denim, and the resurgence of the 1970s trend but in a new, rich autumn colour palette. Shoppers can expect a focus on jumpsuits, capes, tailored coats and embellished dresses, while statement pieces in suede, leather and wool will remain popular.

BT2 will also expand its cosmetic offering, with the launch of a permanent Jo Malone counter in Dundrum and a pop-up Charlotte Tilbury makeup counter in the lead up to Christmas.