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A new species of style: Introducing Primark to the U.S.
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Front Cover: Coat $46, jersey zip-up $9, knitted dress in wine $23, knitted dress in mustard $23.
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Psychedelic prints. A statement coat. One helluva heel. These are our wild cards — the little style surprises we all deal out on the daily. They are the quirks that make us (and our outfits) totally one-of-akind. And since nothing says “I’m here” quite like a wild card, we’re revealing the biggest entrance yet. Meet Primark. The European retailer is known for its on-trend pieces at very tame prices, and it’s now landing in the U.S. With its fall collection’s nod to the wild — think cabin-ready sweaters and bestial furry toppers — we’re exploring new fashion terrain inside. Get ready to push boundaries in more ways than one.
Illustrated by Daniel Aristizabal Check out more on Instagram @darias88
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Did you know Primark started in Dublin? It opened its first store in 1969, and now a whopping 9 European countries have Primark fever. (Luck of the Irish, right?) And with 1.5 million shoppers swinging by almost 300 Primark stores on any given day, it’s no wonder nearly 2 million fashion lovers follow the brand’s stylish Instagram snaps. Yep, a lot can happen in half a century. What’s happening in 2015? Primark’s crossing the pond to meet you. F O U R
But enough about us...
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Fill in the blanks with your rule-breaking style mantra. Then, share a photo of your completed page on Instagram and tag it with #freeyourstyle #contest and @primark. You’ll be entered for a chance to win an R29-editor-curated Primark wardrobe worth $1K. Now, go wild!
I wear
@primark @refinery29
with
NOUN
because
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rules are never i n fashion. My
look
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defies definition, so I just call it
PHR ASE
.
This is how I free my style. #freeyourstyle
NO PURCHASE NECESSARY. Contest open to legal residents of the 48 contiguous United States (excluding RI), 18+ years and over the age of majority in jurisdiction of residence at time of entry. Ends 12/15/2015 at 11:59 p.m. ET. For official rules, go to www.refinery29.com/free-your-style. Void where prohibited.
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As Primark makes its stateside debut, we’re sitting down with the brand’s womenswear design manager, Jermaine Lapwood, and womenswear buying controller, Gillian Carter, to find out what’s new, what’s different, and what’s on-trend in Europe. Turns out, we have more in common than we thought — namely, our shared obsession with ’70s style. Photographed by Eva K. Salvi S I X Gillian Carter, Womenswear Buying Controller
Primark is officially opening in the U.S., and making a first impression can be stressful. What’s been the biggest challenge? Jermaine Trends are now changing overnight through the influence of social Lapwood media, so understanding the latest street trends for the U.S. market
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is always at the top of our agenda. It’s more about keeping up to date with trends happening in the real world, rather than just taking information from catwalk shows and trend forecasters. Gillian One of the biggest challenges is understanding our U.S. customer’s Carter wants and needs. Key focuses for us are U.S. events and holidays,
street style, and making sure we get the shopping patterns and customer habits right from the beginning. Have you had any funny moments along the way, getting accustomed to the U.S. culture? GC It’s more about the experiences we’ve had, like not being fully
prepared for the weather and getting caught in snow blizzards in New York in our heels or going to the airport during rush hour in L.A…. We’ve made many memories along the way. European and U.S. style can be pretty different. How will you cater to the American consumer? JL We are not going into the U.S. to try and be a U.S. brand. Primark is
a European brand with a new offering that we feel will excite our U.S. customer. We’re keeping with our brand identity, which celebrates individual style, and we continue to embrace creativity through Primania — our street style platform where customers upload their latest looks. Tell us about your fall collection. JL Fall is about layering up the key essentials. We’re going back to parkas,
but not your average parkas — we’ve got lovely washes on them and they’re faux-fur-trimmed. We’re layering with our chunky knits, a denim shirt underneath, skinny jeans, and boots to create that great-outdoors look. What trends are you really excited to see this fall? GC It’s all about the continuation of the ’70s trend with a lot of lace,
wide-legged trousers, and amazing faux-fur coats. Knitwear is so key for the season — it’s our wardrobe essential that we’ve taken to another level by introducing brand-new fashion shapes, yarns, and colors including burgundy and earth tones. Also, the athleisure trend continues to be strong. By far, what’s most rewarding about being on the Primark team? JL One of the most rewarding moments you can have in retail, and
generally as a designer, is predicting a trend in advance of the general public and then seeing it in-store and on the streets. The proudest moments, I would say, are store launches. We’re really fired up for the U.S. S E V E N Jermaine Lapwood, Womenswear Design Manager
Modern Victorian: Shop similar — Blouse $24, dress $30, shoes $23, bag $18. Detailed Denim: Shop similar — Jacket $30, shirt $17, trousers $18, shoes $12.
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D E TA I L E D D E N I M Meet your new, finest basics, made much less basic.
MODERN VICTORIAN All the romance of the era, without the primness (or bustles).
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Primark’s freshest fall trends are vintageinspired yet decidedly modern, feminine but with an undeniable edge. What’s more, the European brand has brought them all to the U.S. Below, check out the best looks you’re bound to spot in the wild (or on the streets).
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Illustrated by award-winning, NYC-based designer/illustrator (and R29 staffer) Anna Sudit, who was inspired by New York’s unique trendsetters.
PRET T Y TOUGH Because you’re not just one or the other.
’70s Shag: Shop similar — Gilet $35, sweater $12, skirt $22, shoes $17. Pretty Tough: Shop similar — Jacket $40, dress $30, trainers $15.
Find more style inspiration at #primania.
’70 s SHAG A throwback that feels just as exciting this time around, especially as statement outerwear.
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Left: Parka $60, bomber jacket $25, jeans $18, boots $19. Right: Coat $35, sweater $21, neck gaiter $2.50, jeans $22, boots $24, earrings $2.50.
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all fashion is going far out — to the great outdoors, F that is. But you won’t find any camo here. This look — albeit cozy — gets out of the woods with an urban edge. Ahead, the pieces we’re pining for this season. T E N
Photographed by THOMAS GIDDINGS
Styled by SASHA KELLY
Short and not-so-sweet, the faux-suede mini gets a tough update with cargo pockets and an exposed zipper.
Parka $46, turtleneck $9, skirt $14, sneakers $15, bag $18, ring $3.50 (part of set).
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Sweater $21, turtleneck $9, ring set $3.50.
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What’s wool, cozy, and every color all over? (You’re getting warmer.)
Left: Coat $46, denim shirt $13, jeans $22, beanie $3.50, sneakers $15, ring set $3.50. Right: Coat $40, jersey zip-up $9, turtleneck $6, skirt $14, sneakers $13, earrings $2.50.
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We’ll have what he’s having: A hoodie, button-up, tailored coat, and sneaks keep the frills (but not the fun) out of it.
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Knit poncho $25, earrings $2.50, ring set $3.50.
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Relaxed and unraveled, this poncho is the sidekick to your hippie soul.
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Puffer jacket $23, Fair Isle sweater $23, T-shirt $3.50, jeans $22, baseball cap $5, boots $20. Back Cover: Roll-neck sweater $25, check shirt $14, slim chino $14, boots $20.
Alpine sweater, meet urban puffer — a winning combo.
Hair: JOEY GEORGE; Makeup: KANAKO TAKASE; Manicure: HOLLY FALCONE; Set Design: LAUREN NIKROOZ; Models: GRACE SIMMONS at Next, KOUKA WEBB at The Lions, ABIAH HOSTVEDT at Red.
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Primark Boston
Primark Philadelphia
Downtown Crossing
King of Prussia Mall
10 Summer Street, Boston, MA
160 North Gulph Road, King of Prussia, PA
primark.com
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