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Jaiden James

STYLE EDITOR

December

10/2015

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Dublin SS16 Press Day

A sneak peak at next seasons collections

The Press day is that all-important event where we present the forthcoming seasons collection to a host of international editors, bloggers, and influencers. After showcasing the spring/summer 16 collections in London, Paris, Madrid and Amsterdam, we  return to our hometown of Ireland, exhibiting the new season at our Head Office. The selection of industry insiders in attendance included key members of the Irish fashion scene. Such as Lauren Arthur of Love Lauren, Linda Conway from Stellar magazine, Jennifer Stevens editor of Irish country magazine and James Butler of MFI magazine. 

dublin,springsummer16,primark,penneys,pressday

Venue

The venue, our Dublin PR showroom, was redesigned to look and feel like an open plan apartment, furnished with glossy oak cabinets and chrome side tables. The décor was in line with some of our key trends such as camp California which included printed sofas and leather chairs harking back to the 70’s. To create an ambience the latest music was played through our very own touch dual boombox speaker and included upbeat music from Haim, Justin Bieber, Gwen Stefani to Adele’s new album. 

dublin,springsummer16,primark,penneys,pressday
dublin,springsummer16,primark,penneys,pressday

Trends


Next seasons trends include, Laundered and Humble which relishes in the minimal, with laid back vibes consisting of casually cool shirt dresses, stripe prints and mini skirts. Moving on to Camp California, which conjures the spirit of the 70’s for the modern day woman and includes vintage look logo t-shirts, denim A-line skirts and suede look jackets. The next trend Sheer Romance, focuses on poetic & romantic overtones consisting of pastel hues, lace fabrications and floral print maxi dresses. The final trend, Road to Morocco, embarks on a journey to North Africa’s Marrakesh, with earthy tones and sandy hues such as khaki and camel played out in a cropped safari jacket and maxi vest dress. 

dublin,springsummer16,primark,penneys,pressday
dublin,springsummer16,primark,penneys,pressday

Womenswear


Womenswear designer Jermaine Lapwood explains the season’s key trends in detail.‘Laundered and Humble consists of a foundation of those must have pieces, used to style and layer creating individual style, it’s all about natural hand feel fabrics worn to create a casual look. Road to Morocco draws inspiration from the nomadic deserts. This eclectic mix is created through a rustic palette, with natural, untreated cottons, open basket weaves and frayed edges. One of the biggest trends is Sheer Romance we’re seeing a real return to delicate and unstructured shapes in sheered fabrications to create a mood of calm femininity, with key details like frills and flouces and lace edging.


Menswear


Menswear starts with the transitional trend entitled Undercurrent, that takes inspiration in the movement of water, with printed sweaters and transparent liquid look nylon zip ups. The next key trend is Tangier Express, which transports you to Marrakesh, with pieces that include short-sleeved shirts with mosaic tile prints, jacquard t-shirts and linen granddad shirts. Men’s tailoring remains modern in styles updated in summer colors and lighter fabrics in our three fits of skinny, slim and tailored. 

Lynsey Carroll, our menswear designer explains. ‘ My favourite trend for the upcoming season has to be Tangier Express influenced largely by Morocco, texture plays an important part with a large linen story, some of the key pieces include linen suits, canvas bags and textured t-shirts. The trend continues seeping into glasses and accessories such as the tortoiseshell glasses, strapped sandals and bleached, washed out denim in light colours.

dublin,springsummer16,primark,penneys,pressday
dublin,springsummer16,primark,penneys,pressday

Food


Anthony Riley, head chef at our in-house restaurant, Gather & Gather explains the concept behind the day’s menu. ‘We were approached by the press office to do an event for the spring summer collection and were told one of the trends was Middle Eastern, so we put our heads together and came up with something that was inspired by this, yet was going to be a little bit different. Breakfast included light and airy pieces of indulgence from Pastry rolls with almond paste and Moroccan infused teas and coffees.

dublin.pressday,food,
dublin.pressday,food,
dublin.pressday,food,
dublin.pressday,food,

Thoughts


One of the key points of press day is to hear feedback from the industry insiders Lauren Arthur from Love Lauren adored two pieces from Road to Morocco, ‘Next season is all about dresses, they’re easy to put on and play with, I really liked the rope denim dip back mini dress and the maxi vest dress. The colours are gorgeous’ Whilst Adam Gaffey's Editor of Men’s Fashion Ireland, favourite piece was the linen t-shirts that already had Gaffey dreaming of summer days, ‘I really like the linen t-shirts, perfect for the holidays and hopefully the nice weather we’ll get in Ireland this summer.’

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Author avatar

Jaiden James

STYLE EDITOR

December

10/2015

SHARE ARTICLE

dublin
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