The news today dropped that yet another fashion collaboration was coming. No, not Jacquemus and Nike – this time, it’s Primark and Greggs. Yep, you read that right.
The fast fashion brand and the bakery chain dropped an initial collection in February this year, complete with boxers and socks emblazoned with sausage rolls.
Think what you like, but the collection sold out within days. Soon enough, it was selling on eBay for three times its original price. It probably just makes business sense to release another collection, which is exactly what they’re doing (and it drops in August).
Today the news came that the brands are teaming up again, this time on a 21-piece collection. The brands released campaign imagery of the pieces, which include bucket hats, tank tops, bum bags and cycling shorts, and somehow managed to make it look pretty good; perhaps it was the beautiful models or the retro-inspired photography that captured it in its best light, but I’m genuinely into the bucket hat.
Of course, Twitter was quick to react. One user wrote, ‘I just don’t understand why anyone would want to go out looking like they worked in Greggs!’
Another added, ‘All the fashion collabs have scrambled what’s now considered fashun… But I think this Primark x Greggs v.2 collection looks kinda ok – it’s not sausage roll themed at least? But imagine someone whipping off their trousers to reveal the Greggs underpants. WHERE’S THE LINE?!’
I tend to agree. This year has seen more fashion collaborations than ever before, including Skims x Fendi, adidas x Gucci, Yeezy Gap Engineered by Balenciaga, Manolo Blahnik x Birkenstock, Fendace…the list is endless.
It seems fashion brands are struggling to come up with anything original and exciting on their own, so they bring it another big name to make waves.
Don’t get me wrong, I love collabs. Last year’s Simone Rocha and H&M collaboration stole my heart, and I’m obsessed with every collab involving Birkenstocks – but after so many in such a short space of time and now two of the biggest high street chains joining forces, my brain is fried (and don’t even get me started on celebrity collabs).
I’m not putting Greggs and Gucci in the same category of course, but it seems like there’s no end to the pairings – and once the initial excitement has passed, nobody seems to care.
I even put my Simone Rocha x H&M dress on eBay this week because I’ve only worn it twice – and I bet it doesn’t make as much money as I bought it for. Collabs are all about the hype.
I’ll be opting out of the second collection from Primark and Greggs. For me, it’s one fashion collab too far.