By women, for women – female-led design making itself heard- Irish Examiner

Timeless style, quality tailoring, and considered details keep Heidi Higgins’ customer base of busy, working women coming back for more. Adelynn dress, €399,

Though she established her brand just a year out of college, growing a business and starting a family has given her a greater insight into her customers’ needs.

Last year she launched The City Look, a trans-seasonal range which, she says, “came from working women asking me for simple dresses they could wear all day long; that will look as good going to an event after a day in the office as they do first thing in the morning.

“I also wanted these pieces to be available to customers no matter what time of year it was,” she adds. “Often ladies want a black dress, and I might not have that offering in a summer collection, which is more trend-driven.”

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