The Primark AW17 took place this morning at Primark HQ in Dublin city.
This season at Primark is celebrating individuality, inclusivity and timeless fun. From bold colour clashing to a riot of print and texture, this season is about confidence. Everything goes, so wear what you want when you want. The rules are yours to be played with. AW17 frees up the concept of trend and is led by textures, colours and prints. Heritage, Folklore, eye-popping colour and OTT glamour tie up the look and feel of the season.
Prints are unafraid and self-assured. Florals are grown up and sophisticated. Checks and herringbones are here to empower the look. It’s old-school autumn dressing with a modern sashay. Textures speak volumes. They are fuzzy, shaggy and shiny. Corduroy, tulle, vinyl and chunky DIY knitwear amplify dresses, coats and jumpers. Lace trims, sequins, embroidery and asymmetric hems are luxurious touches that take you from acute comfort to absolute glamour.
AW17 is awash with dazzling, brilliant colour that breathes new life into the term ‘power dressing’. Bold pairings are mismatched and self-assured. Decadent metallics and frosted pastels are delicate and decorative. A fearless shade of red burns hot through the season, dominating the palette and daring us to take a chance. The suit is a hero piece that transcends preconceived ideals of where it should be worn and whom it should be worn by. Steal it from the boardroom and strut it down the high-street.
Embellishment and texture can be discovered on boots, bags and jewellery. The bigger the better. Fishnet tights are bejewelled, mini bags are upholstered in heritage tapestries, earrings drip with gems and crystals.
AW17 at Primark is outrageously fun. More is more so pile your style high and enjoy fashion again.
The AW17 collection is available from August through to December.a