Kingdom steals show in fashion photo shoot
Published 21/06/2014 | 02:30
The budget-friendly retailer brought fashion journalists from all over Europe to the heart of Kerry for its latest campaign, simultaneously showcasing its autumn/winter 2014 styles – along with the very finest of Irish scenery.
The beauty of Killarney National Park, Derreen Gardens in Kenmare, and the Gap of Dungloe on the Ring of Kerry, feature as the backdrop for the photo shoot.
The new womenswear and menswear collections were shot against the ever-changing skies and rugged landscape of the Kingdom – in the wake of the Annie Leibovitz surreally beautiful 'Wild Irish Rose' shoot for American Vogue in Kerry last year, which was read by over 11 million readers.
Primark's creative team looked at a number of international locations for their 'Adventure Awaits' campaign showing their major style trends, from Nordic inspired tranquillity and Northern Lights to Slavic folklore and urban renewal.
"We looked at America and Scandinavian countries but Ireland won hands down and it was special for us to shoot in Ireland which is the heart of the Primark brand," said Catherine Reynolds, fashion PR director.
"It will be wonderful to see our autumn campaign images with breathtaking Irish backdrops going into store windows in September."
The photos and video will receive major exposure when the fast fashion brand – which started in Dublin's Mary Street in 1969 – launch their next season's collection from mid July.
The campaign features model Holly Rose Emery and was shot by Mel Bles.
A map in every press pack going out to European press has a map chartering their journey through spectacular locations.