To be a brand that was ac­tively sought out by Harvey Nichols is no small thing. Yet Fee G de­signer Fiona Heaney, though clearly de­lighted, won’t let her­self rest on her lau­rels. This de­signer — whose range has proved pop­u­lar with the Dublin, Bris­tol and Birm­ing­ham Ab Fab set — is al­ways look­ing to the fu­ture. The re­sult of her quest­ing, creative heart is Luke Lovely, an ac­tive, younger woman’s life­style and day­wear col­lec­tion.

“I never set out for Fee G to be an oc­ca­sion-wear brand. It was just that peo­ple re­ally liked our look be­cause we were of­fer­ing a younger, fresher take, which women started to wear for spe­cial oc­ca­sions,” Fiona told me when we met to dis­cuss Luke Lovely.

“There were a lot of shops that had opened around the time we did. As well as oc­ca­sion wear like Fee G, they were look­ing for a good readyto-wear day­wear label, hence Luke Lovely. I, too, was look­ing for some­thing more from my wardrobe.

“There have been times where I’ve noth­ing to wear at the of­fice. There are times we don’t want things that are highly ‘on trend’. We need clothes that are fash­ion­able, com­fort­able, re­laxed and re­ally good qual­ity. Clothes we can rely on to look and feel good with­out too much ef­fort,” Fiona says.

In its third sea­son, Luke Lovely is now what it set out to be: a life­style brand for the work­ing gal. It’s younger, cooler, more laid-back.

“Some peo­ple think Luke Lovely is like Fee G’s younger sis­ter, but we don’t re­ally see a huge dif­fer­ence,” Fiona says. “We just see that we had a cus­tomer who re­ally liked our use of colour and fab­ric, and they wanted more of that for their daily life.”

Luke Lovely is a style ‘home’ you can rely on for con­sis­tency of fit and ele­ments, where fab­rics will talk to each other, sea­son to sea­son. A label you can feel sup­ports you in your life’s needs.

As a sea­son, au­tumn/win­ter 2013 is dark, ro­man­tic and moody. So, too, is Luke Lovely. There are dis­tinc­tive de­sign de­tails, such as tex­tured fab­rics, con­trast sleeves on coats and tops, an­i­mal prints, sub­tle yet lux­u­ri­ous hand em­bel­lish­ment, wo­ven belts, and a lit­tle bit of punk via me­tal zips and snaps. Fab­rics are all Ital­ian and French, in sizes from 0-4 (es­sen­tially 8-16).

“There’s a bit of ro­man­tic-fem­i­nine about Luke Lovely. But it’s also grown-up and tougher,” Fiona says.

Fiona is all about cre­at­ing fash­ion where ac­ces­sories are all you need to move your look from day to night. “We are try­ing to en­sure that clothes are not limited to one role. That way you get much more wear out of them and thus bet­ter value,” she says. Luke Lovely has our needs nailed.

Newspapers in English

Newspapers from Ireland

© PressReader. All rights reserved.