Coleen Rooney Primark has returned with a new By Coleen AW26 collection, and the biggest change is simple: kidswear is in for the first time. The range goes on sale in stores from 28 July across 16 markets, widening the partnership beyond the women’s lines that introduced the collaboration earlier this year.
The collection is built around autumn and winter dressing, with burgundy, brandy and navy running through the range alongside statement stripes on shirts and knitwear. Prices start at £6 for womenswear and reach £30, while kidswear pieces start at £10 when they launch in August.
Cass joins the campaign
Cass appears in the campaign modelling pieces from the new kidswear collection, which is available for ages 7 to 15. That gives the launch a sharper retail read than a standard seasonal drop: Primark is not only extending By Coleen into a new category, it is putting a family-facing offer in front of shoppers who already respond to the collaboration’s everyday brief.
Coleen Rooney said the response to the first launch was incredible and that she wanted this collection to fit everyday life, with clothes that can be layered, dressed up or down and worn again and again. Mary Lucas said Primark was delighted to continue the partnership and that the new range reflects Coleen’s sense of style while staying true to what customers expect from Primark.
16 markets from 28 July
By Coleen will be available in stores across 16 markets from 28 July, which gives Primark a wider launch footprint than a single-market test and makes the collection a broader retail bet. The womenswear price band, from £6 to £30, keeps the line inside Primark’s value positioning even as the styling shifts toward seasonal wardrobe staples.
Primark is also lowering prices across hundreds of bestselling womenswear, menswear and kidswear styles this week, so the new collection lands alongside a wider value push rather than in isolation. That creates a clear retail message: premium-feeling styling, but not premium pricing, and the family range is being used to make that pitch more visible.
How many items are in the new By Coleen AW26 collection is not stated, but the rollout already signals where Primark wants the collaboration to go next: broader reach, a lower entry price, and kidswear as part of the main draw rather than an afterthought.
