Last week, I attended the press preview of the Dresses.ie spring/summer collection. Boutique PR company Yellow Machine played an absolute blinder, with uber cool Dublin-born, Berlin-based DJ Sinead Meaney on the decks, spinning some classic hits like Return of the Mac with our new club favourites. The venue was Sam’s Bar and the vibe was morning disco meets brunch-time rave. Thalia Heffernan, Joanne Northy, Teodora Sutra, newcomer Raine Borges, and familiar face of Folkster Grace O’Mahony stormed the runway in the new collection – young, fresh and hip with a price point that perfectly meets its target audience of twenty-somethings.
Yellow Machine seemed to have a guest list of dreams with top Irish bloggers, journalists and stylists in attendance- an amazing opportunity for networking. I finally was able to put a face to some of the fashion writers I often interact with on Twitter, like the lovely Ruth O’Connor who writes the Insider Trading column in the Sunday Business Post and Xpose’s Mummy expert, stylist and blogger, Laura Nolan Horgan, journalist Joyce Fegan (check out her article on convenient feminism here) and hot-to-trot dead-ringer-for-Diana-Ross-in-her-glitter-jumpsuit Sarah Hanrahan of I Come Undone.
Brian Conway styled the models and guests were allowed backstage for some pretty awesome #BTS Snaps and Instagram-worthy posts. The hero pieces of the collection? The cream lace skater dress shown above, the pink pinafore and the Kendall Jenner-esque bomber jackets – I’ve already ordered the bottle green version! And the faux fur crop jacket is to die for !