‘Shockingly Chic’ - Primark unveils new womenswear campaign

• ‘Shockingly Chic’ celebrates the ‘double-take moment’ of finding pieces that are genuinely chic but still shockingly affordable, as Primark continues to strengthen its great value fashion credentials.

• Featuring 10 standout looks including refined silhouettes, premium-feel fabrics and effortlessly chic styling, shop the full collection now in all Primark stores and via Click & Collect across Great Britain.

Primark unveils its latest womenswear campaign, Shockingly Chic, to celebrate bringing women elevated, quality styling at shockingly great value. The tongue-in-cheek Spring campaign brings to life the ‘double-take moment’ when shoppers find a new wardrobe item that looks chic and stylish but only costs that much.

Featuring 10 elevated head-to-toe looks that are genuinely chic, but unmistakably Primark with 100% linen, paper-pleat cocoon trousers and a standout satin dress, at prices starting from just £12.

The campaign will run across TV, VOD, audio, out-of-home, in-store and digital channels from today. At the heart of the campaign is a TV spot which playfully, brings to life what initially appears to be a high-end fashion advert in a visually arresting ‘oh-so-serious’ tone, before revealing at the very end that the looks are from Primark complete with prices viewers won’t believe. It builds on the launch of In Denim We Can, Primark’s first fully integrated campaign in the UK which launched last autumn.

The new Spring collection is available from today in all Primark stores globally, and via Click & Collect across Great Britain.

Mary Lucas, Womenswear Trading Director at Primark said: “We’ve always believed everyone deserves to look and feel good without paying more, and with our latest campaign, we’re tapping into that magic moment of seeing such chic fashion at such ‘shockingly’ affordable prices. We want women to rethink what affordable, great quality fashion can look and feel like. Whether it’s 100% linen tailoring, our statement satin slip dress or refined everyday staples, we want everyone to feel confident, stylish and even shocked by the elevated quality they’ll find in Primark this Spring.”

Wendy Duggan, Director of Marketing at Primark, added: “Shockingly Chic is all about us putting our style credentials front and centre, using bold storytelling and high-impact media to reach more shoppers on the UK high street. We want people to think again that they need to spend more to get stylish and quality fashion this Spring and this campaign looks to challenge those perceptions head on in our own way full of humour and fun. It follows on from our first integrated brand campaign ‘In Denim We Can’ and marks another important step in how we show up as a fashion brand that delivers unbeatable value.”

Chic looks for Spring

The pieces range from effortless statement pieces such as the tiered maxi dress £18 and a satin slip dress £18, alongside softly textured separates including the chenille long-sleeve shirt £14 paired with pleated bermuda shorts £16.

Utility-inspired pieces like the parachute top £12 and matching trousers £14 sit alongside romantic ruffled blouses, styled with barrel leg jeans £18.

Meanwhile the Primark Edit introduces 100% linen co-ords including a waistcoat and skirt both £26 and a statement 100% linen dress £30. Each look is styled head-to-toe, making it easier for customers to discover chic wardrobe staples all in one place.