Alright folks, gather round because we have a fabulous slice of fashion news fresh out of Ireland! Young designer Aoife McNamara is strutting her stuff onto the shelves of none other than Brown Thomas, which is like the holy grail of high-end retail for the Irish. And guess what? This lady’s buzz is not just about being fancy; she wants to save the planet while looking fabulous! Who knew you could do both? I mean, one minute you’re drowning in microplastics, and the next, you’re making a sustainable fashion statement. Talk about turning the tide!
Now, Aoife launched her luxury sustainable label in 2019 and has managed to bag herself a spot in a high-profile store just five years later. I mean, in the world of fashion, that’s practically a land speed record! And let me tell you, she’s not just any designer; she’s the first Irish B Corp brand to be stocked in Brown Thomas. This means her clothes are not only stylish – they basically come with a cape, fighting pollution like a superhero. Well, unless you wear them to a barbecue, then they might just be the cape for the ketchup stains.
She’s got this beautiful ethos of reconnecting the fashion industry with nature. I think her motto might as well be: “Look good, feel good, and save the world!” And she uses Irish woven fabrics, which is a brilliant support system for local businesses. Plus, every time you buy one of her pieces, you’re not just joining the fashion elite, but you’re also giving a high-five to everyone at Magee 1866, so it’s win-win!
But let’s dive a little deeper, shall we? Her collection is titled “Swimming in Plastic.” Intrigued? You should be! It was inspired by microplastics she encountered during a swim in Biarritz. She came out looking like a glitter ball from a nightclub – not exactly the post-swim glow you’re after. And rather than just shaking her towel and saying, “Uh-oh!” she decided to turn that unfortunate event into an entire collection! Now that’s the sort of attitude that deserves a round of applause, folks.
Every piece in Aoife’s collection tells a story. For example, she cleverly uses flecks in the tweed to represent microplastics, and oh, the buttons are seashell-shaped! Now that’s what I call attention to detail. And let’s talk functionality—because lad might wear trendy pockets on the outside, Aoife is giving us classy internal pockets. People, if pockets were a sport, Aoife would be the current champion!
And if you thought she was just a one-trick pony, think again! This woman has her finger on the pulse of contemporary Irish design and wasn’t interested in being just another designer churning out Aran jumpers. No, she’s aiming for something decidedly cooler. And with that Victorian-inspired corset featuring a tiny emblem of Ireland right by the heart, it’s clear she’s making it a mission to turn heads while keeping it local!
Did I mention she’s also great at networking? With a sister in makeup for the likes of Suzanne Jackson and Louise Cooney, it seems that family dynamic really paid off! Let’s be honest, it’s not just about the fabrics; it’s also about the fabulous connections along the way.
In her own words, she designs to educate, using fashion as her vessel! Who needs lectures when you can take notes while looking chic? Aoife McNamara is the fashionista we didn’t know we needed, and I can’t wait to see what she does next.
So there you have it—when life gives you microplastics, Aoife McNamara makes sustainable fashion lemonade. Can’t wait to see those pieces flying off the shelves at Brown Thomas and, let’s be honest, I’ll be right there, swiping my card because who doesn’t want to look good while doing good? Cheers to that!
Young Irish designer Aoife McNamara is filled with enthusiasm as she announces her thrilling debut in the prestigious Brown Thomas department store, marking a significant milestone five years after launching her eponymous fashion label in 2019.
Aoife’s brand stands out as a luxury sustainable fashion label that focuses on crafting distinctive garments that draw inspiration from the beauty of nature, while simultaneously fostering the protection of the environment. The passionate designer from County Clare has harbored dreams of a career in fashion since her teenage years, and she is committed to revolutionizing sustainable design by forging a vital connection between the fashion industry and the natural world.
She is also celebrated for being the first Irish B Corp brand to make its debut at Brown Thomas, located in Dundrum, which is now proud to offer a thoughtfully curated capsule collection that ingeniously incorporates iconic tweed sourced from revered Irish brand Magee 1866.
‘I think for me the most important thing is that they’re Irish woven fabrics. That’s such a passion point for me,’ she emphasizes while highlighting the significance of supporting local craftsmanship and artisans. ‘When you buy this you’re not just supporting me, but you’re also supporting Magee and all the people who work for Magee and that’s a really big part, and that’s another way of looking at sustainability, is a sustainable economy.’
Aoife’s exclusive edit featured at Brown Thomas includes stunning pieces specifically designed for the retailer, as well as timeless classics that are staples in her collection every season. Highlights unique to Brown Thomas feature the Hopeful Dream waistcoat, wide-leg trousers, the Pledge to Protect classic-leg trousers, along with a chic multi-colour Italian tweed dress crafted from recycled yarn.
The collection, entitled Swimming in Plastic, draws inspiration from Aoife’s eye-opening experience with microplastics during a swim in Biarritz. ‘I literally got out of the sea, and I was covered in micro-plastics, and everyone was just swimming away so happy,’ Aoife recalls, calling attention to the alarming normalization of environmental issues. ‘I was like, “How is this normal? How has society come to normalise micro plastic in the ocean?”’
Motivated by this shocking incident, Aoife made a commitment to create a collection that addresses this pressing issue. ‘Each season I always want to share an educational message – that’s why I design; I design to educate. I feel like it is my number one role. I feel fashion is a vessel for me to share education through sustainability and designs,’ she passionately explains.
With keen attention to detail, Aoife points out the delicate flecks of light in the Magee tweed, representing the ubiquitous microplastics, while the distinctive buttons on her tailored garments take the shape of seashells. Additionally, each piece is adorned with an internal label that narrates its origin story, inspiration, and the details of the luxurious Irish fabric crafted from which it is fashioned.
‘One of the big things in design for me is practicality so you have two pockets on the inside’ adds Aoife, showcasing the thoughtful features of her designs. The Pledge to Protect jacket offers two trouser options, a wider cut and a classic leg, ensuring silhouettes to flatter ‘different body types’ of her clientele.
Aoife’s signature look features a Victorian-inspired corset embellished with a small emblem of Ireland positioned close to the heart. ‘For me, Ireland is always my inspiration,’ she underscores, reflecting her deep-rooted love for her homeland. ‘When I started designing at the very start, I felt there was a huge gap in the market for contemporary Irish material garments.
Acknowledging the challenges she faced, Aoife remembers, ‘I was like I want to support local fabric but, I couldn’t find anything contemporary – I didn’t want an Aran jumper, I wanted something cool to wear. I felt it was really missing in the market … so that was one of my biggest passion points, in using a lot of the tweeds at the start,’ she passionately explains.
Aoife is now five years into building her brand. The early days of her journey began to flourish as she established her online presence through blogging while interning in New York. Her sister’s connections helped, as she was involved in the beauty community, dressing high-profile influencers like Louise Cooney at London Fashion Week and Suzanne Jackson for her Dripping Gold tan launch.
Based in a quaint cottage workspace in Adare, Aoife reflects, ‘It all sort of picked up from there. The interest just began on Instagram… so it did kind of happen organically.’
With a strong entrepreneurial spirit running in her family, Aoife credits her entrepreneurial lineage, as her father and sister are both business owners. While acknowledging the challenges of self-employment, she asserts with conviction, ‘It’s just in me.’
We can’t wait to see what’s next for her!
Sustainable fashion brands
’t find the right places to source it from. It was difficult to find manufacturers that shared my vision of sustainable fashion that was also stylish and modern.’ This challenge only fueled her determination to pave the way for a new era of fashion in Ireland, combining ethical practices with sophisticated designs.
With her debut collection at Brown Thomas, Aoife is not only showcasing her talent but also raising awareness about the impact of fast fashion and the importance of sustainable practices. She intends for her designs to serve as conversation starters about environmental issues, particularly the effects of microplastics on our oceans and overall well-being.
As she continues to evolve her brand, Aoife emphasizes the importance of community and collaboration within the industry. Her partnership with Magee 1866 highlights how local brands can come together to promote sustainable fashion and support Irish craftsmanship. By choosing to feature locally sourced materials, Aoife not only enhances her designs but also strengthens the local economy and promotes an ethos of sustainability.
Aoife McNamara is undoubtedly a force to be reckoned with in the fashion industry, and her debut at Brown Thomas marks just the beginning of her journey as a change-maker. Fashion lovers and environmentally conscious consumers alike can look forward to embracing her stylish, sustainable pieces that tell a story—one that champions both beauty and responsibility. Cheers to Aoife and her mission to revolutionize fashion, one chic piece at a time!
