Scandi cool
For those suffering from leopard-print fatigue, or for whom all the tropical prints around this season are a thing of horror, Arnotts’ spring/summer collection is going to be a comfort.
The department store has placed a strong focus on Scandinavian brands, which means a look that brings to mind, somewhat, Virginia Woolf ’s Bloomsbury set — see this week’s shoot — but with a more relaxed feel.
“It’s an emphasis on cleaner lines and neutral colour palettes,” says Arnotts Fashion Buyer Mary Claffey. The department store has been adding Scandinavian brands for several seasons now, including Samsoe & Samsoe, and have seen a huge response from their customers.
The typical features of Scandinavian brands tend to favour the requirements of Irish customers: comfort, a good fit, sustainability, and clothes that can be easily restyled to suit both casual and more formal occasions.
“We do like colour, we like print, but not too many bold, bold prints. There is a lot of that out there at the moment. Scandinavian brands tend to do prints that are not as loud,” explains Mary.
The softer shades that Scandi brands tend to favour also generally flatter the typical Irish complexion as we emerge from the winter months. “It’s a really neutral palette — cream, soft pink, cinnamon, earthy tones,” says Mary. “Lots of cottons; lots of easy-to-wear pieces.” The shirt dress features heavily, as does a focus on deconstructed utility design and detailing. The trucker jacket has been reimagined in a more sculptured fit.
The store is adding three Scandinavian brands this season: Storm & Marie; Gestuz; and
Day Birger et Mikkelsen. All three prioritise sustainable principles, something which Mary says is becoming an increasing priority for the Irish customer.
“It’s a little bit less-is-more,” she says of Arnotts’ customers’ buying approach now. “It’s not about that one occasion piece. We are mindful that we are not going to spend big on an outfit that we will wear just once to a wedding. People want to be able to wear it again with their trainers. It’s all around that attitude, and comfort.”
Our loyalty to dresses over separates continues, and the midi dress is still key, Mary reveals, adding her other favourite things to watch for this season include details like puff sleeves; collars and cuffs; utility-style trousers; and jumpsuits. This last item, she points out, could actually be one of the most versatile pieces you own. Which is exactly what we want from our clothes.