Heartwarming moments are at the centre of Primark’s new Christmas campaign as the fashion/lifestyle retail giant hails itself as the “destination for all things festive fashion and gifting at affordable prices”.

 
And partywear (mostly in shades of burgundy) alongside next week’s launch of Rita Ora’s new collection will take centre stage for fashion while festive pyjamas  and jumpers, knitwear, accessories and gifting will be key for the wider family.

But the overriding campaign theme will be ‘You Bring the Joy’, “whether it’s the joy you get from finding the perfect LBD for party season at an incredible price, picking up the perfect gift and seeing the smiles these bring, or just chilling in matching PJs at home with loved ones”. 

Hence the campaign is “all about the feel-good joy that comes from these moments and connections over the holidays”.

Meanwhile, the impending arrival of Rita Ora’s collection intends to bring “all the glamour”, with burgundy sequins in both a midi dress and two-piece being standouts, alongside the “must-have dress this year… her fresh modern take on the little black dress”. 

Primark noted that “it’s celebrating timeless glamour and style for all women, with Rita’s mum Vera modelling alongside her in the campaign”.

As with previous seasons, the retailer is also transforming its paper bag into festive – recyclable — wrapping paper. The limited-edition brown and red striped bags feature cutting lines and easy instructions, a budget-friendly and more sustainable gift wrap option.

Also, Primark stores across all countries are donating £250,000 worth of Christmas gift packs this year. Each store has partnered with a local charity to donate specially selected gift packs of clothes and festive treats suited to their chosen charity.