Primark unveiled its first-ever London Fashion Week collaboration this
season with London-based designer Bobby Abley, who featured a collection of
streetwear inspired by the animated characters, Minions.
Abley, known for his love of including childhood cartoon characters in
his collections, has previous been inspired by the Wizard of Oz, Mickey
Mouse, Pokemon, and Looney Tunes for his collections, and as part of his
autumn/winter 2020 show he featured a collaboration with Minions in
anticipation for this summer’s ‘Minions: The Rise of Gru’ movie.
Following the catwalk launch, the diffusion line Bobby Abley x Primark
debut exclusively at the fast-fashion retailer with an “inspired by”
collection featuring a vibrant black and yellow colour palette, filled with
bold patterns and heavy appliques across hoodies, T-shirts, crew neck
sweaters, shorts, long-sleeve tops, crop tops, and cycling shorts for men
Bobby Abley launches diffusion Minions line in Primark
In a statement, Universal Brand Development, which manages the
intellectual property of the Minion movie characters, said that the range
displayed in Primark stores is the result of a “creative execution curated
and directed by Bobby Abley himself” that will be backed up with a window
display and online and social media campaigns.
The affordable diffusion line launched a day after the catwalk show and
Universal Brand Development adding that the “speed to retail is a direct
reaction to the ‘see now, buy now’ movement that is reshaping the
traditional lag time between the runway and the retail shelves, and
reflects Primark’s dedication to delivering on-trend fashion at affordable
The collection is available in select Primark stores, including Oxford
Street East and West, and White City in London, Birmingham, Bluewater, and
Manchester in the UK, as well as Dublin, Madrid, Berlin and Cologne in
Germany, Amsterdam, Antwerp, Paris, and Florence and Milan in Italy.
Prices for the Bobby Abley x Primark collaboration range from 5 pounds
for a women’s Minions crop top to 14 pounds for a hoodie.
Bobby Abley collaborates with Minions for London Fashion Week show
Minions also featured in Abley’s mainline collection, with the menswear
designer incorporating bespoke Minions prints including an Argyle silk
design, denim printed with an op-art Minions graphics and a neoprene
Key shapes in the collection included kimono-inspired robes, oversized
sweatshirts and shirts that played with the proportions of Minions versus
humans, and workwear-inspired dungarees and boiler suits, which are
famously worn by the Minions animated characters.
Abley ended his fun-filled catwalk show with the animated Minions
character walking the runway.
Images: courtesy of Primark