Going the extra style: Irish fashion ‘pivots’ offering to ‘adapt to market’
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.
The €45 ‘turbands’ are available from her emilyjean.com website and are a colourful hybrid between those iconic turbans that Hollywood glamazon, Elizabeth Taylor, made her signature look and the embellished tall hairband which has dominated the accessories front for the last 12 months.
“Like all small businesses it is a struggle at the moment and I have had to pivot my offering and try to adapt to the market change,” said Emily-Jean, who is a qualified jeweller.
“People are understandably very cautious about spending money right now so in recognition of this I started designing a more affordable range of jewellery and headwear with the emphasis on being #stylishlyconnected through work Zoom calls and friendly video chats.”
Meanwhile, in Donegal, textile artist Bernie Murphy had bolts of local tweed lying idle when orders were cancelled. She too has gone down the hairband route after discovering that so many women are fixated about their ‘gruaige’.
“One customer requested a bespoke headband as the traditional style did not suit her double crown.
“One thing lead to another and now I am producing and selling the ‘Donegal slip knot’ hairband, which is made with tweed and wiring so it becomes flexible,” said Bernie.
The ‘Donegal SK’ is being sold in a myriad of flecked tweeds from her website, berniemurphy.com, and in recognition of the work done during this time by the ISPCC, Bernie donates €2 from each €20 hairband to Childline and gives away every day to frontliners.
In Dublin, Fiona Smyth is overseeing the ultimate fashion time travel as vintage clothing jumps into the digital age. The Harlequin is one of the capital’s best known vintage stores on Castle Market, near George’s Street Arcade.
Fans of this Aladdin’s cave have included visiting style icons and supermodels Kate Moss, Naomi Campbell and Keira Knightley.
Fiona joined her mother, Susanna, in the family business in the ‘90s and this week she began the next chapter, selling online from theharlequin.ie.
“Like everyone else, we are trying to adapt as best we can. While some folks were baking bread and painting their garden fence, I converted my dining room into a photography studio and set about building a website, with the help of my slightly more tech-savvy husband.
“The online shop is ready for customers to rummage through. We hope it allows us to continue to serve our loyal customers and maybe a few new ones too,” said Fiona, who has put up a selection of genuine Japanese kimonos priced between €70-€100.
“I’ve selected items that are not only comfortable to wear around the house and within your 2km, but that will also help you feel good and show the world who you are.”