Over the years Primark has hauled itself from nightmare shop for basics to a trend-led fashionistas dream.
Seen it on the catwalk? Primarni has probably already made its own cut-price version.
But now, instead of borrowing from designers, theyre working with one, in their very first high-fash collab, with Henry Holland.
The brand has collaborated with Holland and Graduate Fashion Week, producing a collection of four super cool tote bags, which scream Henry Holland. (Not literally – that would be an absolute nightmare.)
Each one is made from 100% sustainable cotton, and costs £3.
So you may as well get them all, hey?
We wanted to create something that worked for the Primark customer and was infused with the Henry Holland DNA, explains Henry.
Colour, print and slogans were key, and ensuring the bags were made in an ethical way were high priorities for both myself and Primark.
Theres a cat in curlers, a mod Pug in sunnies and two slogan bags, which are taking us back to 2006 when all we wanted in life was a House of Holland slogan tee and a date with a Klaxon.
£1.32 from every bag sold will be donated to the Graduate Fashion Week foundation, which was founded in 1991 by designer Jeff Banks, fashion recruiter Vanessa Denza and fashion events production legend, John Walford.
The organisation aims to unify both UK and international universities, creating a springboard for emerging creative talent.
Im so excited about creating something so accessible that is raising funds for something I passionately believe in, adds Henry.
The bags are hitting Primark stores (UK only, sorry international pals) this week, so keep your beady eyes out.