Primark Presents By Coleen
Made for busy schedules. Never sacrificing style. Introducing our latest partnership with Coleen Rooney!
Curating a wardrobe that lets you pull together outfits with minimal effort is as much about your lifestyle as it is about great-fitting pieces. But effortless, everyday dressing doesn’t mean sacrificing trends or fashion credentials. Enter By Coleen, a 60-piece collection that does it all! Including comfy casual co-ords, polished matching sets, denim, outerwear and accessories, priced from just £7. What are you waiting for? Keep scrolling to start your shopping list!
Shop the range in-store or online via our Click & Collect service. Use our handy C&C store list to find your local Primark store.
Who is Coleen Rooney?
Coleen Rooney is a bestselling author, television personality and entrepreneur, recognised as one of the UK’s most influential media figures. Rising to prominence in the early 2000s, she has built a loyal digital following, where she shares fashion, family life and fitness content with millions of followers.
As a mum of four who manages a career and a busy family schedule, she is passionate about offering stylish and easy-to-wear pieces that work hard in the wardrobe.
By Coleen co-ords: casual meets chic
No matter the fit or fabric, a matching set will always look intentional and polished. But Coleen’s day-to-day routine means her handpicked styles needed to mix comfy leisurewear co-ords with fashion-forward, tailored two-pieces.
“When I get up in the morning, I might have a few different things on throughout the day, so I need an outfit that will work for the school run, heading to the gym, a meeting, grabbing lunch with a friend, then heading to football training with the boys.”
The Lightweight Sweatshirt, Lightweight Barrel Leg Jogger, Soft Touch Shorts and Soft Touch Quarter-Zip tick all the boxes here, especially when worn with a mac and slim trainers.
For a diary that warrants a slightly dressier outfit (without being impractical), it’s the Utility Shirt & Utility Trousers or the Square Neck Waistcoat & Wide Leg Trousers we’d be sporting. Wear together or swap in denim to get the most out of your staples.
By Coleen: effortless evening looks
An easily interchangeable wardrobe often comes at the expense of elevated ‘evening’ pieces, So a key part of Coleen’s mission statement is to offer luxe-look day-to-night options at an affordable price point.
“The quality of the fabric is one of the key things from the collection, alongside the price range. People will be shocked when they go into store and feel for themselves and then look at the price tag. They’ll think, ‘what? I’m getting this for that price!?’ That’s what I’m excited about.” A must have? Our Asymmetric Lace-Trim Satin Cami Top and Asymmetric Lace-Trim Satin Skirt at just £14 each. A slinky, feminine silhouette when paired together for the evening, but just as flattering when worn with tailored trousers, jeans or jersey basics. The same goes for our Pleated Bermuda Shorts and Square Neck Button-Down Mini Dress - effortlessly wearable.
By Coleen: denim days
A fabric that meets all of the criteria, including quality, value, versatility, timelessness and ease of styling, must be denim. While Coleen has chosen some trending silhouettes like the barrel-leg jean or denim Bermuda shorts, the collection’s considered colour palette offers the opportunity to style looks that might be slightly out of your comfort zone, while still being grounded in a fabric that we’re all too familiar with.
“Right now, I would say my style is quite classic — years ago, I was more experimental with colour! I think too much can sometimes scare customers, whereas we’ve tried to make this range as non-intimidating and tonal as possible, with the occasional colour pop so people can easily mix and match.”