Liverpool’s Continuous has created the campaign for Primark’s ‘Primark Presents by Coleen’ collection, celebrating the reality of modern womanhood with celebrity WAG Coleen Rooney.
Rooney is partnering with the fast fashion brand on an exclusive new collection of stylish everyday essentials rooted in a shared belief that “looking good shouldn’t mean spending more.”
By Coleen brings together Coleen’s style and Primark’s commitment to offering great fashion at affordable prices.
First teased on 2 March and launched to press and influencers on 5 March, the collection arrived in stores yesterday (10 March) and is already a firm favourite.
With a life-long love for fashion and pulling together looks that that work for whatever the day has in store – whether the school run, the office or brunch with friends, By Coleen has been designed to be stylish and versatile.
The new collection features clean silhouettes, soft-touch fabrics and calm, wearable colour palettes with thoughtful details to make getting dressed feel even simpler. From layering up to dressing down or styling for something in between, every piece can be worn on repeat.
Rooney said: “Primark has been part of my life for years – I remember travelling to Manchester to shop there as a teenager and even visiting Penneys in Ireland when I was younger. Working with Primark feels like such a natural fit because I’ve always believed you don’t need to spend more to look great.
“I’m constantly on the move from the school run to meetings, lunch or football training, so I need clothes that work across all of it. With this collection, I wanted to create everyday pieces that are wearable, comfortable and made from lovely fabrics, but still feel polished and stylish. I hope that women can wear this collection and feel confident, put-together and like the best version of themselves.”
Wendy Duggan, director of Marketing at Primark, added: “Primark brings accessible quality for real lives. Coleen brings lived experience and emotional credibility. Both understand modern womanhood and the need for ease and wearability.
“Quality pieces should feel effortless and work hard for real routines and real confidence. Together we’ve created something special, a collection that transcends seasons, can be worn again and again, built around what women genuinely want.”
Caroline Whittaker, strategy director at Continuous, added: “Working in close collaboration with Primark’s internal team, we created a campaign to celebrate the reality of modern womanhood. ‘For every version of you’, reflects the way women shift between roles, responsibilities and moments throughout the day. Effortless shapes, calm tones and simple styling flex easily between the school run, a last-minute brunch or the next appointment before the evening ahead.
“The campaign’s creative draws directly from Coleen’s daily rhythm. Her ever-present diary – filled with notes, reminders and the movement of everyday life – becomes a visual motif across the launch. Handwritten cues and diary-inspired typography inform PR invitations, in-store touchpoints and social content, connecting the collection to the lived pace of real routines.”
The collection launches as Coleen Rooney prepares for the upcoming Disney+ series The Rooneys, expected to air later this year (exact release date tbc).
