Exclusive: SS16 London Press Day
It’s one of the most magical times of the year! And no, we aren’t talking about Christmas. We’re talking about the time we finally get to share the new season offering our amazing team at Primark HQ have been working hard on. All hail, our SS16 press day!
Before the collection goes on its global journey, to be revealed to international press, London gets the lowdown first. The suitably chic soiree took place last night, amidst a supreme selection of UK press and bloggers. Want to know what went down, and who wore what? You’re in the right place.
You may be surprised to know the journalists and bloggers who attend our press events are just as big a fans of Primark as you. Yes, they love to snap and share everything: from clothes to shoes, and beauty products to the food and drink. Their genuine excitement makes for a great atmosphere, and our own designers, press, and social teams are soon rushed off their feet - explaining, interviewing, and networking.
Finally, finding the perfect venue can be a never-ending task, but our press team knows a thing or two about impressing. This season, they really turned things up a notch with a gorgeous Covent Garden setting – The Swiss Church. Just like us, the church prides itself on an inclusive, welcoming mantra, so we knew it would be a fitting choice. The grade II listed architectural beauty provided a stunning backdrop, with guests loving the venue almost as much as the collections themselves!
Trends are integral to what we do. Our team of designers work tirelessly to research and develop key looks for you to love and wear, season after season. As usual, fresh and exciting things graced the showroom rails. And on hand to talk through the collections and answer any questions: our womenswear and menswear design managers.
Our key trends for spring/summer 16 span an eclectic and wide-ranging mix of influences. From global inspirations, to off-the-shoulder chic, and youthful Seventies Americana, we just know you're going to love what SS16 has in store. To give us the low-down, we caught up with our lovely womenswear design manager, Sam Chilton, and she was only too happy to share the new season ethos.
Humble & Laundered
"We’re loving our Humble & Laundered look for SS16. The oversized laundered stripe shirt is a key piece, and looks great worn with indigo or white denim.
"Meanwhile, the romantic slip dresses in our Sheer Romance story are also big news, with soft floral prints with delicate lace trims taking centre stage. Romantic boudoir dressing is a really key building trend that we’re super excited about."
Road to Morocco
Sam Chilton, womenswear design manager
"And last but not least, our Road to Morocco trend is eclectic and exciting. We have a great range of trophy jackets, embellished blouses and dresses, and a fantastic selection of denim and fringed suede, essential to keep the look casual, cool and relevant for the new season."
From refreshed interpretations of sports luxe, to 50s-inspired linen separates and palm prints, our menswear selection had a little something for every sartorial preference. Looking for something smarter? Head over to Farrell or our beautifully finished tailoring to get suited and booted. On hand to explain the collections in full was Marcus Rigg, our menswear design manager.
"Undercurrent is our transitional trend. Inspired by the movement of water, the colour palette comprises a range of aquatic tones; from deep navy to pale blues, with grey and neutral accents. There is a strong sports luxe theme, with a balanced mix of formal and casual wear. Key pieces include the transparent nylon jacket, linen-mix flight jacket, the fishtail parka, waffle weave shirts, and the water print sweatshirt."
Marcus Rigg, menswear design manager
"Tangiers Express is a journey through north Africa and Morocco. The biggest story is linen, with granddad shirts, chinos and shorts all key products. Texture is also an important theme, with the waffle weave 50s short sleeve shirt, distressed denim jeans, jacquard knit tees, and canvas footwear as key highlights. Printed shirts, T-shirts, and backpacks are inspired by local textiles."
Keeping a slew of social media maniacs and journalists fed and watered is no easy job; a meticulous menu is necessary. Berry breakfasts, Mexican food, and incredible ice-cream sandwiches were served throughout the day, to guests who were all too happy to be served by a line-up of male models... don't say we don't know how to host!
As part of its dedication to promoting and supporting emerging and established artists, The Swiss Church consistently boasts an eclectic musical agenda. Last night was no exception, as we sipped and supped to the sounds of Chris Robinson, an on-point pianist, whose skills had us stepping to instrumental renditions of classic Tupac, Destiny’s Child, Drake, and more.