Following the successful launch of the first collaboration earlier this year, Primark and Coleen Rooney are back with a new ‘By Coleen’ collection, bringing a fresh edit of versatile wardrobe staples designed to take women through the autumn and winter season in style.
Rooted in a shared belief that looking good shouldn’t mean spending more, the latest collection continues to champion effortless everyday dressing. Designed with Coleen and inspired by the reality of her busy life, the AW26 collection is made for everything the day can bring – from school runs and meetings to weekends with family and catching up with friends.
Building on the relaxed, off-duty aesthetic established in the first collection, the AW26 edit offers effortless transitions from casual to fashion-ready with the simple swap of a key piece or accessory. Featuring a rich seasonal palette of burgundy, brandy and navy, complemented by statement stripes across shirts and knitwear, each piece has been designed to be mixed, matched and worn on repeat.
A focus on quality fabrics, including soft modals and crisp cottons, brings comfort and polish, while soft tailoring and thoughtful textures create a wardrobe that feels effortless yet elevated.
New for this season, the collection also expands into kidswear, inspired by Coleen’s family life and featuring affordable, easy-to-wear styles for little ones. For the first time, Coleen is joined in the campaign by her youngest son, Cass, who features modelling pieces from the new kidswear collection available for ages 7 – 15.
Commenting on the second collection, Coleen said: “The response to the first launch was incredible and I’m so excited to share this next collection. When we started working together, I wanted to create clothes that genuinely fit into everyday life, and that’s exactly what we’ve continued with this collection. As we move into autumn, it’s all about versatile pieces that you can layer, dress up or down and wear again and again. We also wanted to introduce kidswear this time, which felt like a natural next step for me. Everything has been designed to be stylish, comfortable and affordable, helping women and families feel confident without spending more.”
Mary Lucas, womenswear trading director at Primark, added: “We’re delighted to continue our partnership with Coleen following the fantastic response to our first collection. Building on that success, we’ve created a new range that reflects Coleen’s effortless sense of style while staying true to what our customers expect from Primark. From everyday essentials to standout seasonal pieces, it offers great quality, style and value, giving customers even more choice as they update their wardrobes for autumn.”
The launch comes as earlier this week Primark announced it is lowering prices across hundreds of bestselling womenswear, menswear and kidswear styles. The new lower prices, accompanied by continued improvements in quality, fit and style, come as Primark reaffirms its place as the home of great value fashion, leading the way in helping people to look and feel good for less.
‘By Coleen’ will be available in stores across 16 markets from 28th July, with womenswear prices starting from £6 up to £30, with kidswear pieces launching in August prices starting from £10.
Customers can browse the full range online and check availability of their favourite products using the stock checker before heading to their local store. In Great Britain, customers will also be able to shop the full collection via Click & Collect.
