Primark gets cooler and cooler each season and I'm pretty damn excited for SS17 to land in stores. In fact, I think a lot of the pieces could do with dropping right now. The silhouettes and concepts being presented are exactly what the cool-girls of Instagram are sporting right now - lots of streetwear, sporty, edgy pieces in an array of vibrant colours that people are normally too afraid to even dream of wearing.
This particular strand through the collection is very strong. Think Vetements-inspired oversized tees with text down the arms, the gothic fonts adopted by Kanye and many others, wide-legged pants with sportswear-inspired stripes down the leg, exaggerated silhouettes, neon oranges and a vast selection of slides (including some furry versions that evoke a certain Puma collection long since sold out) and baseball caps to choose from.
However, streetwear and edgier clothes are not all that there is to SS17. You'll also find a very pretty section of dresses, shirts and tees in pale blue, white and cream cotton that epitomise breezy summer dressing and look great layered or as is. This is complemented by gingham looks in the same fabrics that are tailored beautifully and offer a very feminine and sweet look.
In addition there is a strong strand of the collection that serves a seriously pretty rock and roll look: leather jackets that are both embroidered with roses and studded, broad-striped monochrome blazers and brilliantly tailored killer jumpsuits.
Finally, there is also a strong 80s vibe that runs through a lot of the collection: over-sized, light-wash denim, pink suits, metallic bombers and densely patterned floral tops and dresses.
It is in the accessories, though, that Primark really killed the game this time around. There will be plenty of awesome sunglasses, hats, shoes and bags to choose from next season, which make for a cheap, cheerful and easy way to incorporate new trends and ideas into your wardrobe without an overhaul of the whole thing.
Be excited. Be very excited.