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.