Oxendales, Ireland’s leading online and catalogue fashion retailer, celebrates Lorraine Kelly’s first ever foray into the world of fashion design, as she showcases an exclusive preview of her inaugural collection for spring. Inspired by some of the catwalks hottest trends, the collection launched Oxendales this month. Lorraine’s first design collection and her ‘Lorraine Loves’ edit, both specifically targeted at the 45 plus female, will be available at a time when just 20% of mature women feel well catered for on the high street and 66% of mature women feel they would like to see more choice from fashion retailers suited to their age group.
Lorraine Kelly; ‘Designing a fashion collection has always been a dream, and I am delighted to have achieved that with Oxendales. I have been involved every step along the way and seeing the final outcome has been incredibly exciting. The best part will be seeing women, like me dressed in products from my new collection, and fingers crossed feeling fabulous inside and out.’ ‘When I started working with Oxendales, I wanted to help women realise that they don’t have to give up on fashion once they reach a certain age; and I am hopeful that my collection reiterates that message. We have adapted catwalk trends to fit and flatter the mature figure, taking into account the body’s natural changes. I look forward to hearing from women who have until now felt frustrated with the lack of variety out there. I’m really excited to be able to offer them a stylish solution.’
Brenda O’Sullivan, Style Director at Oxendales; ‘We are incredibly proud of Lorraine’s SS15 collection and it has as ever been a pleasure to work so closely with her. As a brand ambassador, she embodies everything our customer admires. She’s aspirational yet accessible and always perfectly dressed the ultimate role model.’ ‘This season Lorraine and the design team incorporated a number of key trends in the collection, including Citrus Flash for bold colour statements, Modern Graphic using geometric and abstract patterns, and Brighter Days showcasing floral prints and summery hues. Our frame of reference was inspired by the catwalk, but with adaptations specific to the mature figure ensuring our lady is not forfeiting style or comfort.’
As Ireland’s leading fashion retailer targeting 45 plus women, Oxendales offers fashion that fits and flatters those refusing to adopt a ‘one size fits all’ approach, making shopping for fashion easy and enjoyable regardless of size or shape. This market currently stands as Ireland’s fastest growing fashion sector and is emerging as Ireland’s most powerful consumer group. Lorraine for Oxendales is available at www.oxendales.ie from January 2015 in sizes 10 to 32, with prices ranging from €41.99 for an embellished top to €104.99 for a Geo Print Jacquard Red Coat.