Illumination’s Minions has joined the ranks of London’s high street through a new collection launched by the UK designer, Bobby Abley at London Fashion Week.
In a first for both the designer and the blockbuster Minions franchise, the collection was unveiled on the catwalk this week before launching into Primark stores across the UK from today.
The Bobby Abley x Minions diffusion line has been developed in anticipation of this summer’s Minions: The Rise of Gru theatrical release. The collection will be supported with a display window at Primark’s Marble Arch flagship, as well as in-store POS and a heavyweight online and social media campaign.
Bobby Abley’s catwalk show has become a London Fashion Week highlight. Joining the designer this year was Illumination’s Minions. The property was put to work on a series of bespoke prints, includig an Argyle silk design, denim printed with an op-art Minions graphic and a neoprene Minions camoflage.
Key shapes in the collection include extra short and extra-long kimono-inspired robes, and oversized sweatshirts and shirts playing with the proportions of Minions verses humans. Workwear-inspired dungarees and boiler suits are also featured.
The range will now be displayed in Primark in a creative execution that has been curated and directed by Abley himself. The speed to retail is a direct reaction to the ‘see now, buy now’ movement that is reshaping the traditional lag time between the runway and retail shelves.
‘Abley is renowned for his unique and inspired designs that draw upon animated characters, showcasing them in a whole new light,’ read a statement from Universal Brand Development.
‘His special gift for injecting humour to the world of fashion has catapulted him to the upper echelon of the profession and has made the fresh designer a favourite of celebrities and influencers.’