It's fun, fashionable and affordable. Ireland's leading high street label looks set to take the UK by storm, writes Susie Weldon

IRELAND'S best-kept fashion secret arrives in the South West this weekend with as much fanfare as it can muster – and high expectations of success for its particular brand of fun, frivolous and rather funky glamour.

Ireland's top high street fashion label, A|wear, has just opened a new store at Bristol's Cabot Circus shopping centre – its second in the UK, having been pipped to the post by Leicester, which opened a few days earlier.

It marks the start of a 10 million euro campaign by A|wear to seduce British shoppers. A|wear chief executive Annmarie Flood said the company had been planning its foray across the Irish Sea for two years, and would have 10 stores here by next year.

"We've got the Irish market pretty saturated and we needed to get the brand out there," she said.

"We've been testing the market through a concession in Selfridges in Birmingham and what's striking is the similarities.

"The number-one selling garment in Grafton Street in Dublin is the number one in Birmingham; the best-selling colours in the UK are the same as the ones in Grafton Street."

So what can British customers expect? Like Topshop, perhaps A|wear's closest rival in the UK, the store prides itself on delivering fun, youthful, trend-oriented fashion that's very affordable and "pretty rather than edgy".

Its typical customer is aged 18 to 35 but she will "stretch from 16 to 50", says Annmarie.

"I'm hoping the Bristol girl will think of A|wear almost as a boutique. We are a high-street retailer with a boutique heart."

Coinciding with the UK launch is a new look reflecting that boutique image, with chill zones, rich velvet curtains and dramatic chandeliers providing a glamorous feel.

And to celebrate today's grand opening of the Bristol store, A|wear has placed 8,000 rose-gold keys with beautiful tags at venues around the city. Find one and get a free £5 gift card; hand it in to the store today and 100 people will receive a goody bag – with one containing a £500 gift card.

As for the fashion itself, Annmarie says the 1970s are a big influence this season, with paisley prints and flared jeans.

"To the Manor Born is another influence – the idea of aristocratic heritage and tweeds but all worn in a cool way," she says.

"Purple is also huge, along with tartan, checks, stacked heels and the dress, in lots of colours, as well as black; our A|wear girl has historically had a love for colour.

"Lace is another big story, and bows. They're all feminine and fun looks that can be worn by all age groups."