Primark Does It Again

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Years ago, Primark was a small chain-store that sold basic clothing at next-to-nothing prices. Jump forward a few years, and it is now a retail giant, and a sure contender for one of the high-street’s most popular stores, alongside such names as H&M and Topshop.

Whilst prices may have risen slightly, customers are still able to get their hands on on-trend, catwalk copies for a mere fraction of the price of the originals, and somewhat cheaper than their competitors, too.

This season is no exception, with the Spring/Summer collection really making waves in the world of fashion, as many magazines are featuring the pieces alongside clothes ten times their price in fashion edits.

The extremely ‘high fashion’ feel of the advertising campaign aids the wowed reaction to the clothing, however, let us not take away from the desirability of the pieces themselves.

Bright, floral prints and Hawaiian tropical patterns feature heavily throughout the collection, appearing on matching trouser suits and accessories alike. Pastels are, of course, a key concept, and chiffon-like floaty tops, skirts and dresses incorporate this girly vibe. Many pieces also give a nod to the sports-luxe trend, as pops of neon appear scattered throughout, on visors, bangles and bags.

Versace-inspired pattern is everywhere this season, often looking gaudy and cheap in poorly-made copies. However, Primark provide a clear exception to this faux-pas, with their red slouchy jacket emulating the print beautifully. Mark my words, this item will be a sell-out.

Often overlooked, the men’s range oozes desirability this season with American-inspired laid back looks. The collection has a very youthful feel to it, pairing pastel coloured vests with rolled up chinos and high-top trainers.  If you love the easy-wear American Apparel look, then you are going to love this range.

For men and women alike, Primark ticks all this season’s trend boxes. And not only does it tick them, but it does it well.

And the best bit…? As always, the prices are low. Not so low that you could buy the whole collection, as in years gone by, but reasonable enough compared with the very similar pieces appearing alongside them in other stores.

There is no doubt about it; this season’s collection is Primark’s best yet. The term ‘fashion-forward’ clearly means new things for Primark, and no longer will it be confined in our minds as the place to go to pick up a bargain. This season, make Primark your first destination on the high-street to leave you looking fabulous, and feeling guilt-free.

Style’s top picks:

The coveted Versace-print jacket, get your hands on this quick!

The geometric print dress, statement enough to wear on its own on a night out, but also perfect for work with a blazer thrown over the top.

The floral trouser suit, available in a variety of colours and patterns, this all-over trend may scare some, but looks effortless and quirky-cool. If you can’t face the whole look, purchase items and clash them separately.

Wear this scarf-print blouse over straight-cut, rolled up chinos and loafers for an elegant daytime look.

Who said colour-pop?! Beautifully tailored and just the right amount of bright, these trousers will liven up any wardrobe staple.

We want it all! Take a look at the top 50 pieces as chosen by LOOK magazine and begin planning your outfits.

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