THIS JUST HAPPENED – SHOP JOANNE HYNES X DUNNES STORES TODAY

It’s not often (correction: ever) I get asked to model in a catwalk show, let alone for one of Ireland’s most beloved designers – Joanne Hynes. I’ve been a fan, customer and colleague of Joanne’s for the past 10 years and am one of many folks who did the happy dance when she launched her eponymous line for Dunnes Stores. Speaking of which…

Her aptly named spring/summer 18 collection: “You Do You, I’ll Do Me” continues Hynes’ unofficial mission to eviscerate pre-conceived ideas of what women should want, delivering instead a deliciously disruptive edit of what they never knew they wanted. Bold stripes, irreverent colour-blocking, spontaneous prints and off-the-cuff accessories are just a taster of what’s in store.

Semantics be damned. In a world of definitions, boxes and judgement, there’s never been a better time to define style on your own terms. What better woman to lead the charge than Joanne? Adulting is challenging enough without the added social pressure of having to fit a style by numbers approach to dressing. Join Joanne’s ageless style army and get set to unleash your inner tiger lady. Demographic-free design isn’t the future – it’s NOW!