Overview
- Primark will release Coleen Rooney’s second By Coleen womenswear collection from 28 July across 16 markets with prices from £2.50 to £30 and a full Click & Collect option in Great Britain.
- Kidswear from the range will follow in August with pieces starting at around £7.
- Coleen has included her eight‑year‑old son Cass in the campaign, calling his participation a “special moment” and framing the range around life as a mother of four.
- Early press previews praised the collection for looking more expensive than its price tags and for offering considered, wearable staples rather than trend‑led pieces.
- The second drop builds on a March launch and a reported multi‑million‑pound partnership with Primark and could strengthen the use of family‑led marketing to drive footfall and mainstream reach for celebrity collaborations.