Street Style: Éireann Steps Up Her Game.

WRITTEN BY Verona Farrell

January 20, 2022

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Street Style: Éireann Steps Up Her Game.

Verona Farrell

20 Jan, 2022

Taking street style photos in Copenhagen is the easiest thing in the world. Having fun with fashion is so embedded in Scandi culture that bravery with style is simply common place.

During my fashion internship, I quickly forgot about the slagging that often came with a risqué outfit back home. I went months without hearing anyone mutter ‘the state of your one’ or ‘who does she think she is’. After a while I grew to love the Copenhagen mindset that had decided that the more nuts an outfit, the better. I kept an eye out for people to photograph on my way to work every day, and by god was I was spoiled for choice. I was stopping up to ten people on my fifteen minute walk to the train station for an outfit pic. The Dane’s appreciation for funky prints, clashing patterns and colourful palettes meant that shooting street style was practically handed to me on a plate.

There’s a brilliant Swedish word ‘Lagom’ – which essentially means not standing out and keeping your head down. I think we Irish have suffered from that aversion to having ‘notions’ when it comes to dressing ourselves.
However, it seems like this old-fashioned mentality is on its way out. When I nipped home to Ireland for an overdue visit during one of those summer moments where (post-COVID outbreak no. 124), I decided to try out taking some street style photos on home turf.

I couldn’t help but notice the shift in the way people were dressing; so much of the elegance and individualism I admired in Copenhagen was just as present in Dublin. The variety of styles was even more refreshing, compared to the ambushing monopoly of ‘Scandi-Style’ I had become used to. The increased popularity of vintage was another pleasant surprise; at least half of the people I stopped for an outfit-pic were wearing more than one second-hand piece. One woman I stopped happened to be a stylist for Brown Thomas – perched outside a cafe around the corner from the store, her towelled Prada shorts having caught my eye. I snapped a photo and we chatted about how fashionable Dublin had become, she agreed, saying that since COVID she too had noted the same shift, that Irish people had seemed to become more explorational in the way they played with clothes.

Over Christmas, again I trotted around town to go outfit-hunting. This time I tested out my theory in the dregs of winter – a season where even the Scandi’s become less adventurous. My theory held up. We’re talking orange Penny Lane coats, co-ordinated mask/outfit combinations, some brilliant mullets, and as always, some excellent chat that makes photographing our lot far more craic.

Whether it’s been having more time to think about our wardrobes, the impulsive COVID payment purchases or the buzz of finally being let out, it seems that taking a pause may have been a well-needed break from the pressures of fashion ‘Lagom’. We were in need of a reboot – not just for our style – but in the way we judge each other when it comes to fashion and what is considered to be ‘too much’.

Cheers to shaking the shackles of ‘notions’, from myself and the rest of the UTOPIA team. Long may it last.


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