Irish Designer Aoife McNamara Launches Sustainable Collection at Brown Thomas
Young Irish designer Aoife McNamara has made waves in the fashion world with her luxury sustainable label, which is now officially stocked at Brown Thomas in Dundrum. This milestone comes five years after Aoife launched her brand in 2019, marking a significant achievement in her journey as a designer.
Crafting Unique, Nature-Inspired Fashion
Aoife McNamara’s brand stands out for its commitment to sustainable fashion. Each garment is inspired by the beauty of nature, with the designer aiming to create unique pieces that also protect the environment. Based in County Clare, Aoife has always had a passion for fashion, knowing since her teenage years that she wanted to work in this creative industry. With her distinctive approach, she aspires to redefine sustainable design by fostering a connection between fashion and the natural world.
As the first Irish B Corp brand stocked in Brown Thomas, Aoife’s collection incorporates high-quality Irish tweed from the renowned Magee 1866. “For me, the most important thing is that they’re Irish woven fabrics. When you buy this, you’re not just supporting me, but you’re also supporting Magee and all the people who work for Magee,” Aoife explains. “That’s a really big part—sustainability extends to a sustainable economy.”
Exclusive Collection at Brown Thomas
The collection available at Brown Thomas features both exclusive pieces and iconic styles that seasonally attract customers. Notable items include the Hopeful Dream waistcoat and wide-leg trousers, the Pledge to Protect classic-leg trousers, and an eye-catching multi-colour Italian tweed dress crafted from recycled yarn.
The name of her new collection is Swimming in Plastic, inspired by a personal experience Aoife had after a swim in Biarritz, where she emerged covered in microplastics. “I literally got out of the sea, and I was covered in micro-plastics, and everyone was just swimming away so happy,” Aoife recalls. This startling realization propelled her to use fashion as a platform to share an educational message about environmental issues.
“I design to educate. I feel like it is my number one role,” she asserts. Aoife’s garments reflect this ethos, as they feature elements that symbolize the microplastics found in our oceans, such as the flecks of light in the tweed and seashell-shaped buttons on tailored pieces. Each item includes an internal label narrating its origins and connection to Irish craftsmanship.
Designs Focused on Practicality and Inclusivity
Practicality is a cornerstone of Aoife’s design philosophy. For instance, the Pledge to Protect jacket includes two internal pockets, catering to modern needs while maintaining style. The trousers offer two options—wider and classic leg—to ensure inclusivity across body types. Her Victorian-inspired corset also features a unique emblem of Ireland close to the heart, emphasizing her deep-rooted connection to her home culture.
“I felt there was a huge gap in the market for contemporary Irish material garments,” Aoife reflects. “I wanted to support local fabric but I couldn’t find anything contemporary. I didn’t want an Aran jumper; I wanted something cool to wear.”
From Social Media to the Runway
Building her brand over the past five years has not been without challenges. Aoife’s journey gained momentum when she started blogging during her stint as an intern in New York. Her connections led to significant opportunities, including dressing popular influencers like Louise Cooney for London Fashion Week and Suzanne Jackson for her Dripping Gold tan launch.
“I think it all sort of picked up from there. The interest just began on Instagram. It did kind of happen organically,” Aoife shares.
Coming from an entrepreneurial family, Aoife is inspired by her father and sister, who have both carved their own paths in business. Despite the challenges of entrepreneurship, she feels it aligns with her identity. “It’s just in me,” she states confidently about her passion for creating and running her own label.
With the introduction of her collection at Brown Thomas and a commitment to sustainability and local craftsmanship, Aoife McNamara stands poised for even greater success in the fashion world.
As we anticipate her next moves, the conversation around sustainable fashion continues to grow. Will other designers follow in her footsteps? We invite you to share your thoughts on Aoife McNamara’s journey and the importance of sustainable practices in fashion today. Your comments and insights are more than welcome as we celebrate these crucial shifts in the industry.
