Retailer collaborates with UK fashion designer Bobby Abley and Illumination’s Minions for “see now buy now” collection. UK designer, Bobby Abley, infamous for eye popping, cartoon-inspired collections has collaborated with Primark on a 10-piece capsule range of men’s and women’s apparel inspired by this summer’s must-see film, Illumination’s Minions: Rise of Gru. The collection features the rebellious and expressive Minions across leggings, sweatshirts and cotton t-shirts. The range is displayed in a creative execution that has been curated and directed by Bobby Abley himself. The speed to retail is a direct reaction to the ‘see now, buy now’ movement that is reshaping the traditional lag time between the runway and retail shelves, and it also reflects Primark’s dedication to delivering on-trend fashion at affordable prices. The range will be available to buy in 25 stores globally. The collection will be available to buy in the UK, ROI, Spain, Germany, The Netherlands, Belgium, Austria, France, the US,
Italy and Slovenia.

www.primark.com