Perrie Sian partners with Primark for debut ‘Perrie’s Primark Picks’ collection

What started as a Facebook group in 2018, where Perrie Sian shared her latest Primark finds, has officially come full circle. The British fashion influencer is partnering with the retailer that started it all to launch ‘Perrie’s Primark Picks’, a curated edit of her favourite seasonal looks.

It’s a pinch-me moment for the content creator who built a career by sharing affordable fashion on social media. "I’m so excited to be working with Primark – it’s an absolute dream come true," Sian said. "Everything has been chosen so shoppers can mix and match pieces easily, and they’ll work hard in your wardrobe for more than one occasion."

Launching today, the collaboration feels less like a marketing move and more like a natural evolution of the Primark influencer era. Sian was among the first UK creators to make high street fashion feel aspirational online, building a loyal community of over 3 million followers across platforms. Her honest styling advice and everyday outfit hauls struck a chord during a time when authenticity became social media’s new currency.

Perrie Sian’s brand has always been grounded in accessibility and Primark’s bricks-and-mortar-first model offers exactly that.

Now, that relationship is materialising in real life. Perrie’s Primark Picks combines the practicality and price point Primark is known for with Sian’s signature neutral palette and wearable silhouettes. Expect cosy Fair Isle knits, oversized cable sweaters, sequin minis and ribbed co-ords in rich winter tones - everything from sofa Sundays to Christmas-party sparkle, starting at just £6.

Mary Lucas, Trading Director for Womenswear at Primark, said: "Perrie has built such an incredible community who share her genuine love of fashion. She’s been a champion for high street style and we both passionately believe that you don’t need to spend more to look and feel great."

The launch marks the first of two seasonal drops, with Spring/Summer 2026 to follow in February.

However, this launch is far from Perrie’s only fashion play this year. In September, she teamed up with In The Style founder Adam Frisby to unveil Reasn, a new womenswear label built on inclusivity, quality and accessible design. Every piece in Reasn’s debut collection, which dropped in October, is available in sizes 6-28, with petite and tall options.

With Reasn marking her move into brand ownership and Perrie’s Primark Picks cementing her high street authority, Sian is fast establishing herself as one of the UK’s most influential new-age fashion entrepreneurs.

Perrie’s Primark Picks are available in stores nationwide and via Click & Collect from 11 November 2025.