Greggs Sandals Footwear Slingback Clogs Size 8 Primark Black Faux Fur-Lined

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Luckily for Greggs, they have a tongue-in-cheek persona that doesn’t take itself too seriously and it’s paid off for the brand. To mark this momentous comeback and celebrate the second collection – Greggs x Primark are going on tour.

Greggs and Primark on a roll with second fashion collaboration Greggs and Primark on a roll with second fashion collaboration

It works because British culture has a soft spot for Greggs,” says Matt Poile, deputy foresight editor at a strategic consultancy, The Future Laboratory. The energetic launch video to announce the partnership promised:“One does tidy food, one does tidy fashion.The stigma associated with consuming a sausage roll out of that famous blue and white paper bag may well have disappeared for good. This self-awareness is essential to ensuring that anything they launch, outside of business-as-usual products, remains authentic and keeps the public ’in on the joke’.

Greggs and Primark collab on second collection Fresh drop! Greggs and Primark collab on second collection

This black crewneck T-shirt features the nation’s most famous plant-based pastry – the Greggs Vegan Sausage Roll. Those wearing the clothes can poke fun at high fashion and be proud of who they are: straight up, real and unafraid to be themselves,” says Paul Taylor, chief creative officer at design agency BrandOpus. Sabrina Faramarzi, a cultural trends expert and founder of the data and trends agency Dust in Translation, also sees it as an example of “the Gen Z habit of elevating the niche.It’s this insight that Oscar Mayer leveraged when it made the decision to shoot the campaign for its ‘Hotdogger’ uniforms – worn by those operating its infamous Wienermobile – also against the backdrop of Fashion Week, this time New York. Primark’s social media account also mysteriously displayed a Greggs receipt alongside a quizzical emoji. Primark and Greggs have released the first look at their upcoming limited edition fashion collaboration.

Greggs and Primark announce second fashion collection Greggs and Primark announce second fashion collection

Our third Greggs x Primark collection will be dropping in Primark nationwide from Tuesday 29th November. For Poile, “these are items that are made to be photographed and posted on social media – a bit like wearing a meme”.If I walked into a Primark and saw this range, I’d be drawn to the trackies first, it just looks fun,” she told me – without shame. Plus, he says, citing staff bonuses and free breakfasts for primary schoolchildren, “it appears to be a really brilliantly run company.