Dunnes Stores has launched its latest designer collaboration - where this coat comes in at €2,200
Dunnes Stores has become an unlikely champion of Irish fashion.
The chain store first began introducing diffusion lines for Irish designers back in 2014 when it secured a womenswear range by Paul Costelloe, best known for his affiliation with Princess Diana. In the last three years, Costelloe's empire has grown significantly thanks to Dunnes, with a successful homeware line as well. Similarly, Brendan Courtney and Sonya Lennon's Lennon Courtney range was scooped up by the brand in 2015; Leigh Tucker's children range has been a hit since 2013 and Carolyn Donnelly's home collection is one of their most popular.
So when Dunnes scooped the rights to Joanne Hynes last September, the idea of having another designer among its roster wasn't a surprise, but her high end pieces raised a few eyebrows. Hynes is best known for her eclectic, custom pieces featuring on the runway at London Fashion Week or being worn by Amy Huberman and Oscar nominee Ruth Negga. Could they translate into mass market production worn by the everyday woman who shops at Dunnes?
As it turns out, yes. Hynes, from Galway, has just launched her second collection this week, and while there are more affordable items among the 38-piece collection, there are her signature exaggerated designs with equally extraordinary price tags.
Take the Limited Edition Black Shearling Hooded Coat, which comes in at €2,200, an absolutely staggering sum. Then, there's the Reversible Curly Shearling for €950, with the other coats starting at €220, varying in shape, size and of course, print.
It's clearly a formula for success though as last year's offerings starting at €600 sold out.
Elsewhere are embellished headbands in keeping in with her couture collection - a Limited Edition Jewle Rose Headband even Blair Waldorf would approve of - for €110.
But there are obvious reductions for long-time followers: the Pink Sequin Collar comes in at €50, which would have run at at least €150 pre-Dunnes. The Limited Edition Jewel Collar rings familiarity with a previous piece hosted at The Marvel Room in Brown Thomas, which ran for around the same price.
And if you're looking for a true steal, try the Tiger Lady Cashmere Mix Hat for €30, which comes in black and pink.