Flowing dresses, coordinated sets, spring colors… Primark has created the fashion event of the season with this ultra-trendy collection that could well change the way you shop.
At the beginning of March, in a town house transformed into a pop-up boutique, customers discovered a new fashion brand presented as a young creative label. On the racks, well-cut spring pieces, neat materials and fashionable silhouettes, including several variations of burgundy, the flagship color dominating wardrobes this spring. Nothing suggested a mass-market clothing brand. The experiment was simple: observe reactions to clothing, without a logo or known label.
The guests took the time to try on, compare and give their opinion on the style, quality and design. The whole thing looked like what you would expect from an up-and-coming brand, with supposedly higher-than-average prices. Flowing dresses, coordinated sets, revisited basics: the collection focused on easy-to-wear pieces, with a fashion touch strong enough to catch the eye. All in a refined and very neat setting, light years away from the usually overloaded displays of the brand, where the racks collapse under the hangers and where you sometimes have to be patient to find the right item.
Once their selection was made, the participants were invited to change rooms to discover behind the scenes. And that’s where the experience becomes all the more interesting. The famous designer highlighted, “Kim Parr”, does not really exist. It’s actually an anagram of Primark. The clothes presented in this pop-up boutique are exactly the same as those available in store, with one detail that changes everything: the prices. Coins start from 7 euros. Enough to fill your wardrobe with new spring items, including this famous burgundy jacket spotted by several participants, without shaking your bank account.
Jermaine Lapwood, director of innovation at Primark, sums up the approach: “Kim Parr was created to challenge preconceived ideas in a fun way, exploiting that moment of surprise when an item seems high-end but is actually surprisingly affordable.” He adds: “By removing the Primark name and allowing people to discover our collection in an unexpected place, they could see for themselves our exceptional style and quality, without preconceptions.“The collection is called “Scandalously chic” and offers easy-to-mix pieces, current cuts and low prices.
With this operation, Primark above all highlights the idea that you can dress in stylish pieces without spending a lot. It’s also a way for the brand to prove that behind its huge sales areas and its sometimes intimidating shelves, there are real fashion finds at low prices. “We want people to rethink what affordable fashion can look like, offering chic, refined style at prices that might surprise them“, underlines the director. We validate!
