Friday, 2 June 2017

Primark (Penneys) AW17

If you've been trying to venture into a more colourful wardrobe (I mean, how easy is it to look like a funeral director?), then Primark AW17 is where it's at for you. In fact, AW17, in general, is going to be colourful if the runways have anything to say about it. And, luckily, they've taken that on board at Primark and are serving up some serious looks that will tempt even the most modest tonal dressers.

When I step into the neon box that is the Primark HQ press office, I get flashbacks to the Dilara Findikoglu show that actually took place in a Soho strip club, but only in the sense that the mood lighting is very red light district. The neon strip lights along the rails and rich atmospheric lighting immediately give you the sense that this is not your average bear. This beast is playful, sexy and spares no time for being drab or practical. Of course, there are grey and black pieces throughout but they tend to be wrought in vinyl or silhouettes that borrow from military or country estate origins ... it may well be the lighting but I'm seeing everything through a kink-tinted lens ...

It's probably the lighting. Because there is a lot of cute at hand. Particularly the prevalence of Gucci-esque pearl details and florals.

But it is hard to look past how sensuous it all it. Velvet is still here to stay, sheer panels and completely sheer pieces abound, embroidery (that invites touch to be read like braille) is all over the place, and there is a great variety of materials at play; vinyl, silky slinky fabrics, fluffy jumpers and fall-off-the-shoulder cardigans, stiff felt, a faux-leather beret, shaggy faux-furs.

In fact, the whole thing looks a little like a child's dress-up room, in the best possible way. There are endless influences, eras and quotations at play and they are all begging to be mixed and matched eclectically, playfully. AW17 is a time to take risks and have fun with your clothes.

So, whether you want to introduce winter boho, alpine cosiness, Chinoiserie, eighties metallics, sexy structures or slick streetwear into your wardrobe, Primark is the place to head next season.

Things to watch out for:

Accessories: They've outdone themselves this time. We're talking the plushest slides, cutest combat boots, luxe bags and an immense eye for detail.

Super-flares: They were everywhere at fashion week and now Primark are serving up some of their own. The black skinnies with pleated, cropped kick-flare and lace detail? Gorgeous.

Menswear: It's always a smaller display but I was super into the streetwear aesthetic. Think cool tees and sweats, more detail than menswear normally is afforded on the high street, bombers to throw on and amp up the cool of any outfit, and grungy knitwear.

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