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Five minutes with Irish fashion entrepreneur Johanna Dooley


By IMAGE
02nd Apr 2019
Five minutes with Irish fashion entrepreneur Johanna Dooley

Freya Drohan is an Irish fashion and lifestyle writer based in New York. Here, she chats to Johanna Dooley, an Irish fashion entrepreneur based in Australia about her personal style.


Johanna Dooley is a 24 year old Irish expat living and working in Melbourne. Before upping sticks for sunny Australia, she established popular contemporary fashion rental service Borrower Boutique with friends. The business venture was a no-brainer, as Dooley had already spent her teenage years lending her coveted pieces to friends and family. As the service, which offers pieces by Rixo, Réalisation Par, Sandro and Self Portrait for as little as €40 a night, thrives, this Wicklow native’s own style continues to mature and garner followers on her personal Instagram page. Here, she lets IMAGE in on her failsafe outfit, her go-to shopping sites and her best ever bargain.

What makes you excited about getting dressed in the morning?

Outfit planning is key to saving wardrobe-induced stress in the morning and it happens to be one of my favourite things to do. I’m constantly collecting inspiration as I go along — whether it’s saving images on my Instagram or screenshotting particular looks I come across. Once the morning comes, I look forward to wearing that outfit I’ve planned the night before — it’s almost a little challenge each evening and a reward in the morning.

 

What’s your failsafe, go?to look for a day when you’re lacking inspiration?

Jeans and a tee — so easy to dress up with accessories.

Last piece you bought

A dress from the Zimmermann Outlet. The shopping in Oz is to die for!

First piece you saved all your pocket money for

My Louis Vuitton Neverfull bag. I still use it seven years later.

Where do you shop usually ? how often?

Too often! I do most of my shopping online, but I love finding one-off items in boutiques too. My go?to stores are Maje, Sandro, Revolve, Fashion BNKR and my current Oz favourite, SOFIA the label.

 

If you have something big coming up, where do you look for a killer outfit?

Luckily, I have a wide selection of options from Borrower Boutique.

What do you do with your fashion purchases when you no longer need them?

I either hoard or sell them on Depop, I love the idea of passing on pre?loved items.

Last outfit you’d wear on earth

My dressing gown!

Best ever bargain purchase

My Maje leather skirt. I bought it on Depop for €50.

Favourite fashion memory

Planning the most recent photo shoot for Borrower Boutique. We shot at The Fern House in Avoca, one of my favourite places in the world.

Designer label you’d wear all the time if you won the Lotto

Dior. So elegant.

Where do you seek style inspiration?

Street style is my favourite. I love getting ideas from others, especially while I’m travelling. It’s inspiring to see the different style across the world.

Trend you’d never be caught dead in

Birkenstocks.

Trend you’d wear ‘til the cows come home

Boilersuits; outfit complete.

One thing that’s been on your wishlist forever

Manolo Blahniks, every girl’s dream!