First Look: House of Fraser SS13

February 7, 2013

Daily Digest, Social Pics

First Look: House of Fraser SS13

Pictured L to R: WhatSheWears.ie’s Anne Marie Boyhan pictured with stylists Lisa Byrne and Roxanne Parker.

On a rainy day in Dublin, the brightness from House of Fraser’s summer collection today was a joy to witness.

Highlights of the press day included the annoucement that Mary Portas collection is hitting House of Fraser Dubin in March and is set to take up a whopping 1000 m2 on the womenswear floor. Portas has designed for women aged 35+ to provide functional fashion-now pieces without a single mutton-dressed-as-lamb moment. A key item is the “no brainer” flattering tunic dress and we’ve already earmarked her biker jacket (€220) as one of our must-have monochrome pieces for this season.

Mary’s secret to dressing is applying the Mary Cocktail to everything:

One part Simple Chic – behind every good outfit is your simple chic foundation, clean modern lines that fit and flatter. The “no brainer” dress for example.

One part Edge – now add your fashion, update a shot of the season’s colour or a nod to the trends.

Then Decorate – this is where you add your personal touch with your favourite jewellery.

Helen McAlinden has some great wrap dresses which are just as nice if not better than the DvF ones, designed and made in Ireland and retail for half the price.

Biba, alongside House of Fraser’s own labels Linea and Untold are are proving strong for occasion wear and the department store has the added allure that you can shop for “an occasion” with tonnes of brands under one roof.

We found the stylists on the womenswear floor to be super helpful to shoppers helping them to put outfits together (look for them at the Biba concession).

Pied a Terre are the go-to brand for edgy pieces (metallic leaher skirts, resin clutches and blazers) and are are doing the sports luxe trend best – think wedge trainers and grey marl sweaters matched with a neon and perspex bag.

See our shots from the preview and who turned out to see the collection, in our gallery below.

Image credit for social photos: Emily Quinn

 

Related posts:

  1. SS13: Arnotts
  2. Trend We Like: Coloured Biker Jackets
  3. Look for Less: House of Harlow 1960
  4. Line We Love: Vero Moda SS13
  5. Accessory Alert: Mary Portas for Clarks
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One Response to “First Look: House of Fraser SS13”

  1. Daniella Says:

    Must say that the stylists on the womenswear floor are great as you said – went in with no idea what to wear to my own engagement party and found something fabulous with the help of Georgina!

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