Primark shows their Spring ’12 Collection

by Katie on December 14, 2011

Never let it be said that this blog is all about the over-ruling kudos of designer wear.  

I popped along to a recent preview for Primark’s Spring ’12 collection that was shown at The Riflemaker Gallery in London’s Beak street, more known for its niche arts previews. Displayed  in fashion’s favourite style, the vignette, wow did it highlight the range’s strengths (despite it being a tad piecemeal due to Primark’s well known quick turnaround of samples and working so closely to season launch) and showed that they are claiming some of the fashion-forward high ground from New Look, Zara and the rest.
Upstairs, the season’s looks were arranged into clear themes – florals, lingerie, hot brights, prints etc but it was the setting that made the ranges come to life. Scarfs and belts spiled from old chests of drawers while vintage ’50s and ’60s TV sets showed the charming lingerie video (shot in faded colour and sepia to replicate an old home movie reel) which was also showing downstairs in the very English tea-room with floral crockery, lampshades, home baking and floral blooms in vintage stem vases on tables. 
 
Cute touches included hand-written notelets on each table tied to vases, lamps and chairs each with a personal message depending on where you chose to sit.
It’s only the second showing for Primark ahead of schedule in this manner so it bodes well. Here’s hoping that the fashion press can get hold of the ever-so-quick turnaround of samples for shoots and photography as the brand always covers the big trends.


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