London Press Day #PrimarkAW16
While London is getting ready for an almighty summer (or so we hope!) here at Primark HQ we’re talking all things #PrimarkAW16. On Thursday 10th June, the industry flocked to our press day venue in the heart of Soho, where a Greek Street townhouse became our very own city playground. Come and take a look at what went down…
Our autumn/winter 16 collection preview celebrated all the things we love about London. Think famous London eats (Brick Lane bagels anyone?), industrial room sets, and interactive cityscapes – perfect for capturing those social media moments. We also enlisted a live calligrapher to create personalised wall art – what better way to remember your visit to the Primark townhouse!
The trends – womenswear
On the first floor, elegant copper rails showcased our mainline womenswear collections, with plywood boards used to highlight hero pieces. Next season, our fashion modus operandi is all about key items, in lieu of wearing head-to-toe trends. Sports luxe continues to be prominent, with badging, appliqué, and embroidery updating grey marl sweatshirts, track tops, pants, and oversized denim jackets. Longer-line hoodies, 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 plissé fabrications, mermaid sequin bomber jackets, and asymmetric party dresses. Our Winter Garden trend offers a dark twist on traditional femininity, with floral embroidery decorating biker jackets, black denim skirts, and lace dresses. Alternatively, 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.
“If I had to sum up the autumn/ winter collection in three words, I would say sports, luxe, and colour. One of my favourite AW16 items, which combines all of the above, is our blue velvet bomber jacket.”
– Rachel Field, womenswear design controller
The trends – menswear
On the second floor, our menswear collection oozed 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 retro feel.
The trend for smart-casual dressing, and sports luxe continue to dominate next season, 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.
“My favourite items from our autumn/winter 16 collection are the longer-line bomber jacket, herringbone three-piece suit, and fleece-lined parka – key items that can be worn to update classic wardrobe staples.”
– Marcus Rigg, menswear design controller
Kids and Homeware
Kids and homeware shared the third floor, where our interactive London cityscape reflected the winter collection’s urban sensibilities. Super-instagrammable plinths were used to showcase key items and create mini outfit builds.
Meanwhile, homeware pieces were nestled into wooden cube units, reminiscent of building blocks, to create trend moments. From wall hangings, to typographic lighting, and cushions galore, we’ve got something for every interior aficionado.
“My absolute favourite items are the pink bedspread and matching cushion with gold feathers.”
– Kate Murnane, Dolly Bow Bow
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.”
This season, make-up artist and founder of the Surrey School of Beauty, Becky Sargeant, was on hand to offer tips, tricks, and mini makeovers. Becky talked us through some key autumn/winter make-up trends, and dished the goss on her fave picks from the PS… Pro range.
“Strobing is the perfect way to update your look for next season, it’s much softer than contouring and instantly highlights your face… I’m loving the PS…Pro, lip stain – it comes in all shades from nude to bold brights, and it stays on for hours!”
– Becky Sargeant, The Surrey School of Beauty
Our menu for the day featured our press team’s favourite food and drink from around town. The day started with smoked salmon and cream cheese bagels from Brick Lane’s Biegel Shop, with Shoreditch-based Bel-Air supplying salads for lunch. Finally, sweet teeth were sated with Dhan’s salted caramel waffles. Perfection.