(Partnerships)
Perrie’s Primark Picks
Perrie Sian's relationship with Primark goes back to 2018, when she started a Facebook group called “Perrie's Primark Picks” to share her shopping hauls, honest reviews and "Come to Primark with me" videos that her audience quickly came to adore. What started as a love for the brand grew into one of the most successful examples of community building in the early days of social commerce: the Facebook group became a home for Primark lovers to share their best finds and styling inspiration with one another.
This community spirit came full circle when Perrie's Primark Picks launched across all Primark stores in the UK and Ireland for AW25 and SS26, featuring the brand's most exciting fashion offerings each season, as chosen by Perrie. Primark trusted Finery to lead the creative vision from the ground up, from shooting the campaign from Perrie’s own wardrobe and installing bespoke wardrobes in-store that were instantly recognisable to her community.
For the AW25 launch, Perrie invited her original Facebook group members to shop with her in-store, a nod to those who had been with her from the beginning. The results spoke for themselves: week one generated over 8.8 million views across social channels, earned widespread coverage across entertainment and fashion media, and delivered Primark their biggest ever Click and Collect website sales day.
