Young Irish Designer Aoife McNamara Makes Waves with Brown Thomas Stocking
Young Irish designer Aoife McNamara is riding high on excitement as her luxury sustainable fashion label secures a prestigious spot in Brown Thomas. This milestone comes five years after McNamara launched her brand in 2019, drawing on her passion for creating unique, environmentally-conscious garments.
A Sustainable Vision Rooted in Nature
Aoife McNamara, based in Clare, has been captivated by the world of fashion since her teenage years. Her brand embodies a commitment to sustainable design, inspired by the beauty of nature with a focus on protecting it. As the first Irish B Corp brand to be stocked at Brown Thomas Dundrum, McNamara is thrilled to showcase her designs to a broader audience.
“I think for me the most important thing is that they’re Irish woven fabrics. That’s such a passion point for me,” McNamara emphasizes, highlighting her focus on supporting local 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 another way of looking at sustainability—a sustainable economy.”
An Exclusive Capsule Collection
McNamara’s collection at Brown Thomas includes a selection of exclusive pieces alongside seasonal classics. Among the standout items are the Hopeful Dream waistcoat and wide-leg trousers, the Pledge to Protect classic-leg trousers, and a striking multi-colour Italian tweed dress crafted from recycled yarn. Each piece in this capsule collection reflects her dedication to innovative yet practical design.
Addressing Environmental Concerns through Fashion
Titled “Swimming in Plastic,” the collection draws inspiration from McNamara’s unsettling encounter with microplastics during a sea swim in Biarritz. "I literally got out of the sea and was covered in microplastics while everyone else swimming seemed blissfully unaware," she recalls. This jarring experience spurred her to use her platform to raise awareness about ocean pollution through her designs.
“Each season I want to share an educational message—that’s why I design,” McNamara explains. “I feel fashion is a vessel for me to share education through sustainability and designs.” Details in her garments, like the light flecks in the Magee tweed representing microplastics and seashell-shaped buttons, reinforce the educational narrative she wishes to convey.
A Thoughtful Approach to Design
Functionality plays a vital role in McNamara’s creations. Each blazer features two internal pockets, while the Pledge to Protect jacket offers two trouser options, ensuring her designs cater to diverse body types. This thoughtful approach reflects her understanding that fashion should be as practical as it is stylish.
"I felt there was a huge gap in the market for contemporary Irish material garments," McNamara shares, shedding light on her drive to provide cool, modern alternatives to traditional Irish fare like Aran jumpers.
Building a Brand and Community
McNamara’s rise to recognition can be traced back to her blogging days while interning in New York. With supportive family ties—her father and sister being entrepreneurs—she credits much of her journey to organic growth through social media, particularly Instagram.
“The interest just began on Instagram… it really did happen organically,” she says, describing how collaborations with high-profile personalities like Suzanne Jackson led to increased visibility for her brand.
The Future Looks Bright
Now firmly established five years into her brand’s journey, Aoife McNamara is poised for further success. Her new cottage workspace in Adare reflects her commitment to growth and sustainable production methods.
As she continues to champion sustainable fashion and engage with her growing audience, McNamara invites her customers not just to enjoy her creations but to be part of a larger movement towards fashion that respects and protects the environment.
We can’t wait to see what innovative designs she will unveil next.
What are your thoughts on Aoife McNamara’s sustainable approach to fashion? Share your comments below and join the conversation!