It's six years since Dunnes Stores held a fashion show so what's happened to make the supermarket giant change its mind?
The economic climate has lifted but so too has the Irish appetite for designer-led clothes at an affordable price.
The arrival of Carolyn Donnelly as creative director at the chain has certainly had an impact on the brand, which tonight debuts its new AW14 collection with a catwalk fashion show at the flagship store on Dublin's South Great George's Street.
The show will feature collections crossing all ages and sizes, from youthful, €25 leather pencil skirts and faux fur short jackets (€50), through to affordable parkas, a double breasted Crombie style coat in Burgundy (€189) and cashmere-look coats.
It also contains workwear, party dresses and clothes for the older woman who does not want to be forgotten in the fashion mix. Labels on show include Carolyn Donnelly The Edit, Savida, Gallery, Paul Costelloe Living, Centered and Dunnes Stores Collection for women and men.