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Celebrities are the most powerful tool in the world of fashion. What they wear sells millions worth of stock for retailers every season. So when the singer-slash-actress puts her name to something, well there are only two words to describe the fallout -— “cha ching”. The celebrity endorsement and brand ambassador phenomenon has fast become the key to surviving the retail decline and affirms a label’s place in the eyes of the bright lights of showbusiness. Over the last number of years there has been a surge in collaborations, from guest designers in department stores to celebrities having a go at some sketching themselves, although I always question the level of involvement they have in this end of things. Then we have celebrities who present and judge fashion design television shows with the aim of broadening their career aspirations into fashion. For all the many ways that the world of the rich and famous infiltrates the fickle world of fashion, the results, more often than not, translate into the one thing that makes the world go round, and that’s hard cash.

This season has so many trends going for it that I can safely say it is hard to keep up. And coming from me, that's a pretty serious matter. One trend that has completely dominated this year is the clash. No, not the British band of the 1980s — prints, colour, and textures can be mixed and matched and there are no rules. You can literally wear what you like with whatever you like. The best place to start with the clash, is prints; florals in particular.

This season has so many trends going for it that I can safely say it is hard to keep up. And coming from me, that's a pretty serious matter. One trend that has completely dominated this year is the clash. No, not the British band of the 1980s — prints, colour, and textures can be mixed and matched and there are no rules. You can literally wear what you like with whatever you like. The best place to start with the clash, is prints; florals in particular.

Local fashionistas will be delighted to hear that top international fashion house H&M will be opening in the city this autumn.

Big brand shopping has never been closer to Galway with the new M6 motorway connecting the city with Athlone. The introduction of this route has opened up a whole new shopping experience to fashionistas in the west with big brand names like Zara and H&M now less than 40 minutes from Galway city. Athlone Towncentre has now made it even more convenient with its new shopping shuttle bus initiative, a complimentary service for Galway shoppers which will run next Saturday June 25.

Student Alice Doyle from Mullingar is our first winner of the Advertiser’s Style Challenge, in association with Athlone Towncentre.

Just a week after Athlone Towncentre welcomed two new tenants in the form of James McBride Family Butchers and An Post, the centre this week announced the reopening of a shoe store which was part of the original line-up.

Athlone Towncentre has expanded its retail offering with the addition of two new tenants to the centre this week.

The Mancunian football rivalries may be bitter, but what unites football fans throughout Manchester is their passion. It’s a sport that defines the city, and when match day comes, you can sense the excitement everywhere. And while sport is synonymous with Manchester, its shopping is equally impressive. That’s what I learned on a whirlwind media trip to Manchester where we marvelled at the sights and sounds of Old Trafford, the Northern District and two of Manchester’s top eateries. If you and your partner are thinking of booking a weekend away, Manchester won’t disappoint.

Athlone Towncentre has just announced the arrival of five new stores to complement the current 60 stores within the centre. These new additions will see the creation of approx 25 jobs in the local economy.