We're coming to the end of all the press days showcasing the looks to come for Autumn Winter 2011. This season is shaping up to be one hell of a money spender. However, I bring you all hope for your life savings! This evening I attended the Primark press preview at Purl in central London. I've made no secret of the fact that this is a high street store that I shop in! In fact I take great pride in telling editors that the piece I'm wearing, which they are admiring, is in fact from a store which they have bad mouthed for years. Autumn Winter 2011 at Primark is giving me even more ammunition. The looks are not all that different from what we've seen everywhere for trends this season. Only these are pieces that are made better than a great many high street stores I've previewed thus far. Frankly speaking, that's shocking even for me. Primark is disposable fashion. You buy, you wear, you toss. Let's not kid ourselves and claim that this is an investment in our wardrobes. And I'm not saying anything that Primark doesn't already know and attest to. However, there is certainly something to be said for these pieces being better quality than many high street stores that claim they do carry investment pieces! The jokes on you, people. Primark is stealing your customers right out from under you and this season is only going to seal that deal for them.
One of the most notable features of Primark AW11 is the faux fur. I've written for what feels like decades about how absolutely crap faux fur is. And I've been wondering who would be the first to get it right. Brace yourselves, folks. The first people to do this is now Primark! Their faux fur is the closest to real fur I have ever laid hands on. And the fact that their faux comes in colours that make it look like it's straight off Gucci's catwalk makes it even more desirable. So put that on your list to purchase.
It's not often that I get to visit a press day when I say I'll take it all. Tonight, however, I said just that. And I loved knowing I'd still have money left over to buy a drink at a swanky bar where I can show off my new threads. Bring on the cold weather months!