Joanne Hynes

Joanne Hynes has just launched her range in the UAE. We catch up with the designer before Dublin fashion week


As one of Ireland’s most successful fashion designers, Joanne Hynes has dressed everyone from uber-model Erin O’Connor to singer PJ Harvey and fashion icon Daphne Guinness. A former Irish Designer of the Season, her range of sharply tailored dresses is available across the world.

Your collection has just come to Dubai. Exciting?
We are absolutely delighted to be stocked in Dubai. We did a lot of research and we are so happy that the collection is available there. I have always been fascinated by Dubai, I am interested in the way it has developed and it is fantastic time to be a part of that.

Have you had to make any concessions to the clothes you’re selling here, compared to Europe?
Our spring/summer 2009 collection is the exact same one that we have in Europe, the UK and also in New York. I have found the Dubai woman is really hungry for new ideas – very brave and fashionable in spirit. However, having said that, we are keen to learn about the needs of women in Dubai. I look forward to learning about the details that really matter, however small or large they may be. As a designer it’s exciting to enter a new market, it is like falling in love – a new love story! I want to really discover more about Dubai and the Dubai woman and incorporate these aspects into our autumn/winter 2009/2010 collection.

Speaking of the new collection, there seems to be a bit ’80s power dressing crossed with some ’60s, Jackie O-inspired styling. Would you agree?
I didn’t work intentionally with any era in mind when I was designing the collection. However, there is a spirit within the collection that embraces dressing up. There is a completeness and a confidence to spring/summer 2009 that refers to the feeling of the ’80s. The total look is so important to me – creating ‘the’ dress and ‘the’ bag and ‘the’ accessories that work with it. That totality is important. When you wear Joanne Hynes you are dressed, completely. The Jackie O reference is lovely, I didn’t think about her directly but I can see the similarities. There was a very clean and tailored power to her look – every detail was considered. This comes across in the collection.

What kind of woman do you see wearing your clothes?

There is more to her than meets the eye. She is multi layered – confident, mysterious, intriguing. Our pieces are about bringing confidence and that lovely empowering sense of feeling personally commanding. This confidence comes across in the collection.

And where is she heading – the boardroom or the bar?
I always start designing by asking myself, ‘Where is she going?’ The Joanne Hynes woman is looking for solutions to her wardrobe – she wants to know, when she has an event, a party or a glamorous occasion, that her presence is important. The collection offers many situations, but in general it reflects the spirit of dressing up, of expressing her personality. The pieces within the collection are luxurious and yet wearable, for evening parties, for breezy cocktail hours, for a business meeting with a difference, there is a contemporary elegance that works around your social lifestyle. The dresses and coats are statement pieces that turn heads in any room.
Amarali boutique, Jumeirah Beach Road (04 3940000),

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