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Jodie Jones .

STYLE EDITOR

September

04/2017

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Primark AW17 My Generation

Talkin' 'About My...

For FW17 we haven’t just gone back to the drawing board. Oh no… more like the Pinterest boards, the FAQ boards – and even the skateboards – to talk about the things that matter. We’re totally psyched to present My Generation, a concept that spans ages, disciplines, lifestyles, demographics, and preferences – ultimately embodying everything we stand for.

Primark FW17 My Generation

My Generation is all about Good Vibes Only. Sure, we’re the place to go when you need night-out threads and change back from a ten. And we’re def the must-visit flagship store when you’re hittin' up your fave city. But we’re also the people pushing for a democratic fashion and lifestyle landscape across the board: giving everyone the chance to participate and feel like they belong.

For FW17, we’ve gathered a group of generation-defining non-conformists who threw out the rulebooks – along with caring about what you – or anyone else – might think. From grandmas who are chicer than chic, to smart skateboarders and powerful protagonists pushing for change, our crowd of proud-to-standout models are boundary-shoving bad-asses who say "laters haters!", overcome obstacles, and embrace life – unapologetically.

Primark FW17 My Generation

Our babe brigade is representing for a cause, standing up for what’s right, and even answering our questions to get the message out to you guys, too. So grab a seat, get comfy, and get ready to meet and greet our smart posse of social justice superheroes.

Primark AW17 Womenswear Interviews My Generation Campaign

Women

Meet The Models: Sharifa

"I think the planet needs more national holidays."

Primark My Generation Emily Bador Interview

Women

Meet The Models: Emily Bador

"To me, Feminism is equality for all..."

Author avatar

Jodie Jones .

STYLE EDITOR

September

04/2017

SHARE ARTICLE

Primark AW17 My Generation

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