And after finally checking out the hype – YES, I’m bloody happy about it. I saw the endless tweets last week, which caused a stir about the bizarre news that Primark was to finally be available online through everyone’s favourite online shopping portal: ASOS – but I was not convinced. The first thing I posted went along the lines of ‘OH shit, let me guess: the prices are horribly inflamed and have rendered Primark/ASOS into something completely alien to Primark, which is marketed heavily on its affordability’, so I didn’t bother having a look. And then I got tonsillitis. Probably karma for being a presumptuous cynic, but there you go – until recently, I hadn’t checked the line out. But hot damn, hats off to you guys: it’s impressive, and most importantly, quintessentially Primark-priced.
The main trends that I’ve noticed are sport/varsity, denim and florals (oh, and an odd array of random onesies – bit weird for summer), which all seem to be aimed at a younger buyer: I could quite easily see the entire range on the post-sixteen-year olds wreaking havoc on Leeds/Reading Festival, which’d be a nice change from the bum-revealing shorts that we ended up dubbing ‘womb-lining shorts’ by the end of the weekend last year, due to their lack of leaving much to the imagination. Anyway, the line is definitely young, flirty and really quite damn cool. Here are some pieces that I’ll be hoping to snap up:
What do you think of the new collection?