Primark is expanding its popular collaboration with Coleen Rooney, launching a new 'By Coleen' Autumn/Winter 2026 collection. Following the success of their first collaboration earlier this year, the new edit brings a fresh range of wardrobe staples to stores.
New season, new styles
The AW26 collection is designed for autumn and winter, featuring versatile pieces intended to carry shoppers through the seasons. The range continues the relaxed, off-duty aesthetic of the first launch, with items suitable for work, social outings and the school run. Primark describes the collection as offering 'transitions from casual to fashion-ready with the simple swap of a key piece or accessory.'
The seasonal palette includes burgundy, brandy and navy, with statement stripes across shirts and knitwear. Fabrics focus on soft modals and crisp cottons, with tailoring and textures aimed at creating 'effortless yet elevated' looks. Each piece has been designed to be mixed, matched and worn on repeat.
Expansion into children's wear
For the first time, the collection expands into children's wear, inspired by Coleen's family life. Coleen is joined in the campaign by her youngest son, Cass, who models pieces from the new collection available for ages 7 to 15.
Coleen said: 'The response to the first launch was incredible and I'm so excited to share this next collection. When we started working together, I wanted to create clothes that genuinely fit into everyday life, and that's exactly what we've continued with this collection. As we move into autumn, it's all about versatile pieces that you can layer, dress up or down and wear again and again. We also wanted to introduce kidswear this time, which felt like a natural next step for me. Everything has been designed to be stylish, comfortable and affordable, helping women and families feel confident without spending more.'
Mary Lucas, womenswear trading director at Primark, added: 'We're delighted to continue our partnership with Coleen following the fantastic response to our first collection. Building on that success, we've created a new range that reflects Coleen's effortless sense of style while staying true to what our customers expect from Primark. From everyday essentials to standout seasonal pieces, it offers great quality, style and value, giving customers even more choice as they update their wardrobes for autumn.'
By Coleen will be available in stores from July 28, with womenswear prices starting from £2.50. Children's wear will launch in August from £7.
