Primark has announced its inaugural collaborative design project with a beauty and lifestyle blogger. Gabriella, aka @VelvetGh0st, frequently attracts views of several million each month across her social media platforms, boasting over 950,000 subscribers across her two YouTube Channels, 500,000 followers on Instagram and more than 235,000 Twitter followers. Gabriella’s collaborative range with Primark is infused with rose gold accents, a repeat triangular pattern, and feline motifs, inspired by Gabriella’s kitten, Nellie. The final edit features a selection of pastel-hued bedding, sequin-embellished lighting and cushions. The design journey began with Gabriella assembling inspirational mood boards before being invited to work alongside Primark’s in-house design team on everything from the colour schemes to fabrications and graphics. Prices range from £1.80 to £16. The collection launches in-store on August 18, with Gabriella set to appear in-store at Sheffield Meadowhall on August 18 and Oxford Street East on August 21.

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