Channelling Change

“It is not the strongest of species that survive, nor the most intelligent but the one most responsive to change” – Charles Darwin


I had lots of fun doing this little shoot recently with my favourite Kerry Photographer Pawel Nowak. My sleeveless waistcoat as well as roll neck are both from Dunnes Stores, a household name, that has over time become one of my favourite Irish brands.

Once just a provider of my back to school bits, pyjamas and underwear, has fully evolved over the years to become my one stop shop for accessories, my go to for Winter coats, top of my list for pick up gifts, and my guilty pleasure for a Saturday morning browse. Like many people, I’ve grown up with the brand and it’s only when I look at it now, that I can fully appreciate how much it too, has grown.


Ranges such as the Edit by Carolyn Donnelly, complimented by the structured styles of Lennon Courtney and the arrival late last year of Designer Paul Galvin, showcasing his unique avant-garde style Collection, have certainly raised the platform of the Irish institution to a new level. Its proven commitment to style, strengthened by its notorious ‘better value’ promise and its obvious pursuit in promoting Irish Design, have all worked together to set the brand apart.

No longer just a department store selling items to buy, Dunnes Stores is now an example of a brand selling a lifestyle. From ideas on new ways to decorate your home with the uber glamours Paul Costello Collection, to tips on healthy eating, courtesy of their new glossy magazine, Dunnes has committed itself to inspiring your lifestyle at every step of the way, whether you are aware of it or not.


The brand’s obvious efforts to evolve are not only apparent in their offering but also their store design. Walking into their outlet in St. Stephens Green Dublin last week, I was taken by surprise with a complete revamp of their store. With ample space now given to each designer as well as their own label in the same organised fashion, a dedicated shoe court and a plush fitting room, I felt as though the brand had finally come full circle.

This new minimalist design, spacious layout and its marked departure from supermarket style bright lights, reminded me much of the experience I have when shopping online – a relaxed and almost therapeutic environment, where time has no place.


With the increasing growth of online shopping, the invasion of social and the growing fanaticism with making ‘good’ lifestyle choices, it’s fundamental that brands make a conscious effort to respond and adapt to these changes in society if they are to secure a future within it. Thankfully, Dunnes are a prime example of a brand that has not only proven but celebrated their commitment to change and with a style all of their own and I for one can’t wait to see more of whats to come!

Laura xo


Outfit Details

Sleeveless Waistcoat; Gallery Dunnes Stores
Plum Rollneck;Dunnes Stores Own Brand
Faux Fur Collar; Newlook
Handbag; Michael Kors
Tassel Boots; Zara


Photos by


Fashion, Beauty & Lifestyle Blogger

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