Friday, 30 March 2018

Joanne Hynes for Dunnes Stores SS18

Jangly pop and punk girl bands and eighties jams sound out over the speakers as the bustling crowds of Joanne Hynes devotees settle in for the show. Shoppers clutch the pieces they have eagerly grabbed in the pre-sale to their chests with one hand, as they try and juggle their phones and G&Ts in the other. I, myself, juggle my camera and phone, as I wait excitedly to capture the collection, which I have been looking forward to since Hynes shot her, "You Do You And I'll Do Me," campaign video and looks, guerilla-style around the city at LFW.

The setting for the show is Dunnes HQ, in an atrium amongst emptied offices, filled with staged looks from the collection or transformed into changing rooms for the shoppers. The space is airy and a little bit corporate and raw - perfectly cool and on-brand for Hynes.

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When the models begin circulating around the ring of chairs lining the room, the Hynes aesthetic is also immediately apparent. Colour and bold prints abound, as we've come to expect, with colour-blocked knitted two-pieces, beautiful florals, eighties denim and a plastic floral trench that immediately captures the attention of many in attendance, as a stand-out piece. There are Hynes' trademark electric shades but also an overall pastel palette that is Spring appropriate, as well as incredibly pretty. It reminds of the best kind of elevated lovely from Italians like Prada and Miu Miu.

Hynes continues to develop her Dunnes Stores label masterfully and build a brand identity and ever-feverish fandom that is admirable. I, personally, look forward to her wearable looks and adventurous styling each season and can't wait to get my hands on the coordinating bag to that plastic trench...

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