Primark has unveiled the second instalment of its ‘By Coleen’ collaboration with Coleen Rooney, expanding the range to include childrenswear for the first time.
The autumn/winter 2026 collection builds on the success of the retailer’s first collaboration with Rooney earlier this year, offering a selection of womenswear designed to transition from everyday wear to more dressed-up occasions.
Created in partnership with Rooney, the collection focuses on versatile wardrobe staples inspired by her busy lifestyle. It features a seasonal colour palette of burgundy, brandy and navy, alongside striped shirts and knitwear, soft tailoring and a mix of fabrics including modal and cotton.
Primark said the collection has been designed to offer customers affordable, easy-to-style pieces that can be worn throughout the autumn and winter months.
The latest launch also marks the debut of a ‘By Coleen’ kidswear range, with clothing for children aged seven to 15. Inspired by Rooney’s family life, the collection features practical, everyday styles. Rooney is joined in the campaign by her youngest son, Cass, who models pieces from the range.
Commenting on the launch, Rooney said the positive response to the first collection had encouraged the partnership to continue.
She said: “The response to the first launch was incredible and I’m so excited to share this next 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.”
Mary Lucas, womenswear trading director at Primark, said the retailer was pleased to continue the collaboration following the success of the first collection.
She said the new range combines Rooney’s style with Primark’s focus on quality, value and affordability, offering customers more choice as they refresh their wardrobes for the new season.
The ‘By Coleen’ womenswear collection will be available in Primark stores across 16 markets from 28 July, with prices ranging from £6 to £30. The kidswear collection will launch in August, with prices starting from £10.
