So that's why Primark is dubbed 'Primarni': As the bargain brand gets Vogue's seal of approval, can YOU tell their clothes from top designer labels costing hundreds more?
- Primark usually targets budget-conscious shoppers with bargain prices
- But now Primark is showing its range to a decidedly upmarket consumer
- Vogue has allowed chain to be official promotion, giving it seal of approval
It is enough to make the most dedicated fashionista splutter over their almond milk latte.
For lurking in the glossy depths of style bible Vogue are five pages devoted to… Primark.
The high street clothes chain normally targets budget-conscious shoppers with catwalk styles at bargain prices.
But now Primark is showcasing its festive party gear to a decidedly upmarket consumer.
While the fashion brand did pay for the coverage in Vogue’s coveted December edition, the magazine allowed it to be an official Vogue promotion, thereby giving it a seal of approval.
1. Exotic brocade jacket: One is polyester from Primark at £25, the other the real deal from Italian guru Armani - a snip at £650. But which is which?
2. Metallic evening dress: It's Claudie Pierlot v Primark for an evening out. Or £155 v £13. Which dress has the classy fabric and the better lines?
The glossy pages feature a stretch velour dress, a shimmering lame slip and a delicate semi-sheer blouse – all for under £13.
A spaghetti-strapped jumpsuit and a sapphire jacket echo Stella McCartney and Balenciaga, while a trouser suit for £40 could easily pass for designer.
Quite a contrast with the Comme des Garcons silk jacquard dress billed elsewhere in Vogue as this season’s must-have – for £9,075.
With prices as low as Primark’s, it’s worth questioning the provenance. For the record, the chain insists its clothes are ethically sourced.
So how do the cut-price outfits measure up?
3. Trendy velvet jumpsuit: One slinky jumpsuit comes from Madewell at Net-a-Porter costing £150. The other looks just the same but will set you back only £15
4. Cosy bomber jacket: The bomber from Dion Lee costs an explosive £1,260. Primark's? A tame £23
Fashion expert Karen Kay says: ‘The Primark trouser suit looks fabulous, a versatile piece that is very on-trend for winter 2016.
'The fabric is surprisingly good quality for a high street suit and the finish is quite good, too.
‘The lace blouse could easily pass for a more expensive label, as the lace doesn’t have a cheap ‘shine’ that some do. It is finished well and hangs well on the body.’
Primark has been described as Primani for its ‘designer’ ambitions, but can you tell which are the bargains and which are designer brands in these pictures?
5. Lacy top and velvet trousers: These glamorous tops seem identical, yet one is £500 Vilshenko and the other costs £18. The Phillip Lim joggers are £485, Primark's version set you back £6
ANSWERS: 1: Armani left, Primark right; 2: Primark left, Claudie Pierlot right; 3: Madewell from Net-a-Porter with Stuart Weitzman, Russell & Bromley £325 heels left, Primark right; 4: Primark left, Dion Lee right; 5: Primark top with £6 leggings left; Vilshenko shirt and Phillip Lim £485 liquid velvet joggers right.
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