Primark surprises shoppers with 'designer' collection starting from just £12

She’s the fictional designer capable of duping even the most serious shoppers. And when well-dressed guests descended on a stylish pop-in in London earlier this month, they were astounded to find out that “Kim Parr” was really Primark in disguise.

The social experiment took place at an elegant townhouse and was designed to challenge perceptions of high-streetfashion. Shoppers browsed rails of womenswear from Kim Parr’s debut spring collection, featuring premium-feel fabrics and elevated silhouettes.

They were asked to assess the pieces on style, quality and design before being guided through a tunnel connecting the rooms of the townhouse for the big reveal.

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Most were shocked to learn that the mysterious new fashion label, Kim Parr, was actually an anagram of Primark - and that the clothing was all available on the high street store with prices from £12 as part of the retailer’s “Shockingly Chic” spring campaign.

Jermaine Lapwood, director of innovation at Primark, said: “‘Kim Parr was created to challenge perceptions in a playful way, tapping into that double-take moment when something looks high-end but is actually shockingly affordable.

“By removing the Primark name and allowing people to experience our collection in an unexpected destination, they could see our great style and quality first-hand, without preconceptions.

“We want people to rethink what affordable fashion can look and feel like, delivering genuinely chic, elevated style at prices that might just surprise them.”

Discover the full collection and more at Primark.com and skip the queue with Primark’s Click and Collect, available across all stores in Great Britain.