Greggs Sandals Footwear Slingback Clogs Size 8 Primark Black Faux Fur-Lined

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The energetic launch video to announce the partnership promised:“One does tidy food, one does tidy fashion. Together we’re unstoppable.” The sell out success of the KFC x Hype and Greggs x Primark collaborations shows brands do not necessarily have to be from the same world to partner successfully. However, Lees advises brands should think about the “synergies” between themselves and prospective partners.

Set to launch right on the doorstep of London Fashion Week later this month, the Greggs x Primark clothing collection adeptly flips the narrative of what it takes to look good, enabling those who may traditionally have been excluded from the exclusive world of high-fashion to get their own taste of the action in a way that works for them. The hype was to create impact for the launch of a planned fashion line on 19 February, coinciding with London Fashion Week. Gucci launched a first iteration of its collaboration with The North Face in January 2021, before releasing the second in January 2022. The Adidas x Gucci collection landed in June 2022.

While these collaborations may seem like a short-term execution the long-term brand-building is really important for a brand like Gucci,” Lees adds, pointing to data from Kantar’s 2022 BrandZ report which shows Gucci’s brand value grew 12% year-on-year. Those wearing the Greggs label ‘can poke fun at high fashion and be proud of who they are’. Photograph: Greggs/Primark Seemingly unlikely partnerships are the bread and butter of fashion collaborations. “Whether it’s Burberry x Vivienne Westwood, Supreme x Louis Vuitton or Balenciaga x The Simpsons, it’s all about catching the customer unawares,” says Anthony McGrath, course leader in fashion marketing at London College of Fashion and founder of the Men’s Style Blog. Greggs has yet to reveal the clothing line, and whether it will feature prints of its iconic baked goods, however one PR image shows a simple hoodie featuring the Greggs logo. The limited-edition range of 11 pieces will be available in 60 stores. We were challenged by our chief executive Paul Marchant to find exciting and new ways to delight our customers in every store every day,” says Lapwood.

By redesigning and relaunching the uniforms as part of a subversive ’Street Meats’ collection, we were able to elevate what was already a core asset for the brand into a modern and future-facing piece of collateral that could be used to connect with younger audiences in an authentic way. Repurpose old ‘hype’ tactics to create a new kind of cool We said, if we wanted to do a partnership then we wanted to throw out the fashion rulebook, we wanted to partner with a brand that would create a lot of conversations, but where people just wouldn’t see it coming,” says Primark’s head of innovation and future trends, Jermaine Lapwood. The highly anticipated 11-piece clothing range will go on sale across 60 Primark stores on Saturday with the pair also opening up a pop-up boutique on Dean Street in London’s Soho ahead of the collection’s launch. Taking such an approach also enables both brands to capitalize on the ‘hype’ of being limited and to benefit from the halo effect of exclusivity previously reserved for achingly cool brands like Supreme. You can’t buy these collections in the traditional sense, but you can ‘cop’ them through fervent dedication to the brand. This subtle dig at the growing ‘uncoolness’ of millennial hype culture – scorned by Gen Z, who prefer unfiltered to curated feeds – is also cognizant of the fact the hierarchy of what’s in and what’s not is shifting.

Critically, both Greggs and Primark know what they are not: aspirational or high fashion. This self-awareness is essential to ensuring that anything they launch, outside of business-as-usual products, remains authentic and keeps the public ’in on the joke’. Streetwear lines from unexpected brands work best when they poke fun at a fashion industry, which can often take itself too seriously. A pop-up boutique will also support the partnership and open in Soho, London on 17 - 18 February to “offer eager fashionistas the chance to get their hands on some of the new collection before the rest of the nation”. While in the fashion industry brands have been grabbing attention through collaborations for years, recent times have seen some more unexpected tie-ups. For Ben & Jerry’s and Tony’s Chocolonely that synergy is the shared commitment to values, for Primark and Greggs it’s great value and a sense of humour.