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

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The collaborative 11-piece fashion range is being previewed today, ahead of its nationwide launch in Primark stores this Saturday. 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.

Greggs store manager Katherine, 60, is counting down the hours until she can grab some of the new range for her grandson. verifyErrors }}{{ message }}{{ /verifyErrors }}{{ Now, an expert has revealed the reason why the Greggs and Primark collaboration has been such a hit.

Greggs is also, unusually, seen as a brand worth its salt. “Despite being a large chain in the UK, it still manages to project a sort of humble egalitarianism,” says Matthew Whitehouse, editor of the iconic youth culture magazine The Face. “To paraphrase Andy Warhol, a steak bake is a steak bake.” Plus, he says, citing staff bonuses and free breakfasts for primary schoolchildren, “it appears to be a really brilliantly run company.” Tim Kelly, the director of new business development at Primark, said the retailer was looking to team with brands “we know [our customers] love” on clothing ranges and in-store experiences. The energetic launch video to announce the partnership promised:“One does tidy food, one does tidy fashion. Together we’re unstoppable.” 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 From previous client projects at ICON Printing, we know that brands with a playful tone of voice can cause a bit of a stir with logo-centric design, recognisable colour schemes and some savvy marketing to transform what is essentially very simple clothing items.

In 2019 provocateur presenter Piers Morgan tore into the company for the launch of its vegan sausage roll, which he described as ‘woke’. The business grew its sales by 13.5% in the same year. 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. 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”. Those wearing the Greggs label ‘can poke fun at high fashion and be proud of who they are’. Photograph: Greggs/Primark

Tis the season to sleigh," reads the teaser video for the "tastiest collab on the High Street" released on Greggs' social media channels. So, what does it take to make such an unexpected pairing work and why is the Greggs x Primark crossover a match made in heaven? The 'merchi-fication' of F&B Primark’s social media account also mysteriously displayed a Greggs receipt alongside a quizzical emoji. The hype was to create impact for the launch of a planned fashion line on 19 February, coinciding with London Fashion Week. But despite the frivolity at its core, there is function to these tie-ups too – and therefore significant brand value in pursuing them, so long as you bear the following in mind: Leave ‘serious’ at the door

The 130-seater Greggs x Primark cafe will unsurprisingly sell sausage rolls and bakes, and offer the “ultimate Greggs experience” which includes donut theming. Greggs and Primark will open a pop-up boutique in Soho between 17 and 18 February to “offer eager fashionistas the chance to get their hands on some of the new collection before the rest of the nation”, with two pieces available for free to those who manage to secure a slot when bookings open on 10 February. 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. Raymond Reynolds, the Greggs business development director, said that customers had “continually asked” for Greggs branded clothing. “Fans can quite literally show their love for Greggs on their sleeves,” he said. 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 launch video promised: “One does tidy food, one does tidy fashion. Together we’re unstoppable.” Sabrina Faramarzi, a cultural trends expert and founder of the data and trends agency Dust in Translation, also sees it as an example of “the Gen Z habit of elevating the niche. Where millennials have worshipped unattainable influencers, Gen Zs prefer the homegrown hero.”