Primark | Women’s Activewear AW26: ‘Study Studio’

Working to a highly creative brief for Primark’s Women’s Activewear AW26 line, I developed a complete trend-led collection inspired by the story concept ‘Study Studio.’ The goal was to seamlessly blend collegiate nostalgia with contemporary, everyday athleisure.

I translated the overarching narrative into a commercial, high-volume collection by delivering:

• Creative Direction: Building immersive mood board pages that captured the cozy, academic-meets-athletic aesthetic, mapping out the color stories and seasonal vibes for AW26.

• Fabric & Trim Curation: Selecting tactile, cozy, and high-stretch performance fabrics alongside playful, unexpected trim details that brought texture and interest to the budget-conscious high street market.

• Capsule Design: Sketching a sporty, energetic, and playful apparel range built for layering—perfect for transitioning effortlessly from a morning study session to a studio workout.

The final delivery provided Primark with a highly visual, cohesive, and trend-accurate roadmap tailored perfectly for their global customer base.