Saturday, 2 January 2016

The Primark SS16 Press Day

Craig of That Dapper Chap attends the Primark SS16 press day and gets a sneak peek of what's coming our way in the new season

The menswear area at the Primark SS16 press day


This time around the Primark SS16 Press Day was held at the Swiss Church in Londons Endell Street. An architecturally beautiful building, it made a perfect location from the next seasons collections from primark.


Guests were treated to a variety of cocktails at the event

Spring sees a strong emphasis on casual wear and as you'd expect there are nautical elements coming through and base colours such as navy, white and grey.  There's a distinct nod to the rippling water of holiday swimming pools with liquid design fabrics across shirting, T Shirts and even casual shoes.

The Primark SS16 press day at the Swiss Church, London

patination Aztec prints are still around but these are taken over a little by Moroccan tile prints which I much prefer, never having been a fan of the Aztec patterns. But both make us think of long sunny evenings in far off countries and fill us with hope for warmer climates.

Pale blue suiting and that swimming pool pattern in the shirt

There is some great footwear coming our way next season

Primark have really upped their game when it comes to formal wear and they are really trying to take a big slice of the market with their spring range. Blues are still a driving force here and cover the range from palest powder blue through rich royal blues to dark navy's. 

Some are lined while others are half lined. Both options see considered design elements offering buyers a tad more interest than previous season with contrasting and mixed linings. Pockets and edges have piped finishes and other details show that Primark are taking this move very seriously indeed and could become a real contender in the formal wear war. I certainly wouldn't turn my nose up at any of the suits I saw on show at this press day.

Guests mingle and discuss the coming seasons collection

Fantastic food delighted guests at the Primark SS16 press day

Canvas shoes will be big new in SS16

Canvass shoes are going to be big news in SS16, cool and breathable and available in a subtle range of colours. Primark are making theirs just a little different by adding contrasting eyelets at the top of the shoe and taking this forward with a matching inner lining. These are both very considered and really show that Primark are taking design incredibly seriously. The only person who's going to know that they made a concerted effort to ensure that the lining of your new shoes matches the eyelets is you!

A very 50's look with pyjama collar shirt and selvedge denim

There is also a bit of a fifties theme coming through in SS16, think James Dean in rebel Without a Cause. Selvedge denim teamed with a short sleeved pyjama collar shirt will instantly take you to that era. Roll up the shirt sleeves, add with some retro looking sunglasses, add some pomade to your hair and comb in a perfect quiff and you're transported back 60 years


Formal shoes with a white contrast at the sole

Rails of new and exciting clothing from Primark for SS16

More canvas shoes with contrast eyelets and matching inner lining

There will be a solid range of casual footwear on offer with classic white trainers and some more interesting trainers made with swimming pool print material, In addition to these there will be a mesh trainer in a classic navy which according to designer Marcus "are so comfortable that all the guys in the office are wearing them" They sound like a must have item to me!

I'm loving the clear plastic frames on these sunglasses

Fantastic suiting perfect for weddings

mesh fabric footwear as worn by the guys in the Primark office

While I'm not a huge fan, there is a bit of a nod to the 90's coming through too and this can be seen in the reintroduction of the fisherman hat. Never an advocate of the fishermans hat I never wore one in the 90's and I won't be doing so next Spring either! Feel free to don one yourself however and I'll keep my fingers crossed that you don't look as ridiculous as everyone in the 90's did when they wore them! Good luck!


The new style ruck sack, even that look daft wearing a fishermans hat!

I can't wait to get my hands on this Moroccan tile print shirt
Swimwear in water prints and stripes

One thing I am pleased to still see is the short suit. After my online rant earlier this year following a piece in the local press about formal shorts HERE it may have been that the short suit crashed and burned but I'm happy it hasn't. 

Farrell at Primark are offering a beautiful grey version that you can wear with a shirt, tie and smart brogues to the office but just as easily with a T Shirt and white trainers to the pub. If you go for one thing next Spring, try a short suit.

So, while I am enjoying the cooler weather and using that opportunity to layer and hunker down in cosy sweaters and tweed blazers I am also looking forward to spring and all it has to offer. Roll on March!

Huge posters hung above our heads
The swimming pool print trainers
Rails of new designs await us in SS16
More giant posters showing us how to wear the new collection

A great items for spring: The Farrell grey short suit, teamed with white trainers

Brogues continue to be a staple in footwear

The rucksack will be the bag of the season in SS16


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