Overview
- Primark released campaign images on Tuesday showing womenswear from the new By Coleen edit will go on sale in stores across 16 markets from July 28 with kidswear due to arrive in August.
- Womenswear pieces are priced from £2.50 up to about £30 and the forthcoming childrens range will start at around £7, with Click & Collect available in Great Britain.
- Coleen’s eight-year-old son Cass makes his modelling debut in the campaign and Coleen called his involvement a “special moment” while also sharing related family posts on social media.
- The collection keeps to wardrobe staples — jeans, knitwear, soft tailoring and stripe details in an autumnal palette — and Primark and Coleen say they worked closely to prioritise practicality and low prices.
- This second edit follows a reportedly multi‑million‑pound deal earlier this year and could broaden Primark’s appeal to family shoppers while raising Coleen Rooney’s commercial profile as the collaboration moves into kidswear.