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Going the extra style: Irish fashion 'pivots' offering to 'adapt to market'

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Turning heads: Emily-Jean O’Byrne in Moycullen, Co Galway – the milliner’s ‘Turbands’ are the result of her pivoting her business by offering customers a more affordable range. Photo: Andrew Downes

Turning heads: Emily-Jean O’Byrne in Moycullen, Co Galway – the milliner’s ‘Turbands’ are the result of her pivoting her business by offering customers a more affordable range. Photo: Andrew Downes

Andrew Downes, XPOSURE

Fiona Smyth of the Harlequinn vintage clothes shop in Dublin

Fiona Smyth of the Harlequinn vintage clothes shop in Dublin

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Turning heads: Emily-Jean O’Byrne in Moycullen, Co Galway – the milliner’s ‘Turbands’ are the result of her pivoting her business by offering customers a more affordable range. Photo: Andrew Downes

Pivot is the new buzz word. No, it's not a new dance step from 'Strictly', but a blue-sky thinking approach being adopted by fashion businesses determined to come out of the lockdown with a retail future.

Let me introduce you to the 'Turband', a new cover-those -grey-hairs concept from milliner Emily-Jean O'Byrne, from Moycullen, Co Galway.

A regular winner on the hats front at the annual Galway Races, when the mum of two saw both her bridal and racing business cool to a standstill, she got busy with adapting to what people need now and what they are prepared to spend.