#PrimarkAW16 Dublin Press Day
As our press team continues on their European road trip, it was now the turn of Dublin to host their very own autumn/winter 16 preview event. Using Arthur Ryan House as the venue for the day we were celebrating all the things we love about city living.
We’re encouraging sartorial plotlines with the #MyCityStory hashtag, and evoking retro urbanism with our AW16 collections, like the 70s-inspired trend, Downtown, which looks to rich retro shades of mustard, chocolate, claret, and oxblood to colour A-line, flared, and polo-neck silhouettes.
Our showroom was transformed into a modernist playground, with primary shapes providing quirky displays. Chic copper rails added an industrial look and feel, and completed the futurist city playground theme.
The trends – womenswear
Next season is all about key items, and less about wearing trends head-to-toe. So what are these key items we hear you ask? For AW16 sports luxe continues to dominate. You’ll find sweatshirts, bomber jackets, tracksuits, raglan tees, and casual footwear prevailing, with badging, appliqué, and embroidery updating the look. Longer-line hoodies, bombers, and metallic or velvet padded jackets are key for outerwear, with layering also playing an important role.
Metallics also appear throughout our AW16 collection, updated in a rainbow of colour for a contemporary feel. Key items include pussy bow blouses in plisse fabrications, mermaid sequin bomber jackets, and asymmetric party dresses.
For a dark twist on traditional femininity, look to our Winter Garden trend – featuring floral embroidery on biker jackets, black denim skirts, and lace dresses, this look is all about t
tough love. Finally, our oh-so-pretty boudoir story comprises silken pyjama shirts, full-sleeved cotton blouses, and long-line outerwear in a palette of blush pink, ivory, soft lilac, and navy.
The trends – menswear
Our menswear collection oozes retro vibes with heritage fabrications, and strong outerwear silhouettes. Shades of pine, mustard, claret, and brown exemplified the 70s inspiration behind the range, with tweeds, corduroy, and waffle knits extending the retro feel.
The trend for smart-casual dressing, and sports luxe continue to dominate next season, too, with classic jersey marl sweatshirts and joggers, feeling fresh with clean finishes, slim silhouettes, and minimal detailing. On the other end of the sartorial spectrum, formalwear fans will love our three-piece herringbone suit.
We spoke to blogging star James Patrice, who told us that his top pick of the day was the rustic orange quilted bomber, “ This is an absolute autumn/winter must have - I can’t wait to buy it! I loved the whole set up of the press day too. It looked fab!” We couldn’t agree more James.
The trends – kidswear
Mini-me dressing has never been so cute! For autumn kidswear, look out for miniatures versions of all the key items you can find in our womenswear and menswear selections.
From über-durable outerwear, denim, and knitwear, to super-cute boots, and sneakers, the little ones wardrobes will be just as fashion-forward as your own!
Sooby Lynch, editor of Mutiny Kids Magazine, told us, "My top piece from the day for kidswear was the denim sterling lined jacket. It's an absolute must have and so cute. The set up of press day was amazing too, the way all of the product was showcased made it so easy to see everything."
The trends – homeware
Our homeware offer for AW16 spans everything from the beautiful to the fantastical. For fans of eccentricity, we have unicorns galore, gilded pineapples, fun flamingos and quirky quotes.
But, if you prefer a more traditional and luxe approach to your interior choices, look out for our super-soft velveteen throws, cuddly cushions, and ambient candles in soft dusted tones.
When it came to homeware Lauren Arthurs from Love Lauren fame picked out the ‘Adventure Awaits’ little keep safe box, “I just love it and I’m also loving the whole atmosphere, the food looked stunning and the whole event was so cool.”
In a Primark first, we invited some of our favourite bloggers and influencers to host a live 360 Primark haul on YouTube, allowing the viewer to swipe left or right and explore the whole room.
Our social media manager, Anna Ahern, told us a bit more about the 360 experience: “It's so exciting to push the boundaries of video and create an immersive experience that invites the viewer to feel part of something. Taking a haul, which is something every Primark fan will recognise, and adding a live element gives us a real-time connection to our favourite bloggers, vloggers and fashion insiders.”
Missed the live stream? Look out for Facebook and Youtube edits, coming soon.