Kem Cetinay x Primark

Kem Cetinay launched Primark's first celebrity men's fashion range in a partnership that earned the Drapers award for Best Fashion Marketing Campaign in 2019. To capture the spirit of the season, the collection was launched with a content trip to Ibiza alongside Chris Hughes and Jack Fincham, building anticipation ahead of launch. The success of Kem’s debut range for Primark paved the way for a long-term creative relationship, with Kem designing four seasonal collections per year, stocked across more than 200 stores globally with a permanent in-store presence throughout the year.