Primark International Menswear held two international dinners last Wednesday and Thursday to launch their Bemusement High Summer Collection for 2017. The launch took place in Yamamori Tengu.
International influencers flew in from Italy, Spain, and France for the event in addition to guests including TV presenter and fashion designer Darren Kennedy and singer Samantha Mumba.
This summer, Primark’s menswear collection concentrates on festival fashion packed with bright ’90s references to create the maximum summer vibe. Taking inspiration from the LA skate boy culture and the ath-leisure surfer tribe seen on spring/summer catwalks, their main trend ‘Bemusement’ is bursting with silhouettes that are clean, simple and wearable for all ages. Think acid-wash, tie-dye grunge that encapsulates that sun-soaked Californian summer vibe.
Primark is the one-stop holiday shop full of quirky accessories such as novelty pool sliders, furry flip flops and slogans aplenty. Bright trucker caps and sporty backpacks on printed canvas make sure you are sunshine equipped effortlessly. To enhance the edgy element, fresh black skinnies and slashed tees make sure you are street-ready. Primark has certainly got your sorted for summer 2017.
Photos: Anthony Woods