As part of a new spring campaign called Shockingly Chic, Primark launched an immersive social experiment with a fake fashion brand, Kim Parr—an anagram of “Primark.”
The Shockingly Chic campaign is all about the double-take shoppers do when they realize a premium-looking product has a much lower price tag than expected, and the setup around Kim Parr tapped into the same experience. Fashion enthusiasts were invited to a London townhouse to view Kim Parr’s debut collection, and within the premium environment, guests were tasked with assessing the style, quality and design of the pieces before it was revealed that the garments were actually from Primark and priced from £12. As a result, the playful, theatrical experience let fashion speak for itself, and shift assumptions to surprise and delight.