New collaboration includes home, loungewear and stationery products.
Fast fashion retailer Primark has joined forces with YouTube star Saffron Barker for the launch of a new home and loungewear range.
The new collaboration – which launched in stores internationally and online on October 23 – includes 21 pieces covering home, loungewear and stationery products.
Designed to reflect Saffron’s personality, sequins, slogans and cheeky winking eye motifs appear on products including pyjamas, pillows, photo clips and mugs among others.
Saffron is also taking part in a number of meet and greets – she appeared at the Oxford Street East store in London on October 23 and will also be visiting Bristol (October 24) and Manchester (October 26).
Talking about the new collaboration, Saffron said: “I’ve always loved Primark, so can’t believe I’ve been given this opportunity. My style is a bit of everything really: old, new, retro, kitsch, all mixed together.
“I have lots of international viewers, so it’s really cool that they’ll be able to pick up some of the range, too.”
This isn’t the first time that Primark has worked with a YouTube star – it enjoyed success last year with its stationery and homewares tie up with vlogger Velvet Gh0st, otherwise known as Gabriella Lindley.
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