London, 1st April 2026. Global experience agency Momentum has partnered with Primark on an immersive social experiment that challenged perceptions of high-street fashion by creating a fictional premium fashion label to showcase the retailer’s new Spring womenswear range.
The immersive experience saw fashion enthusiasts invited to an elegant London townhouse on 19th –20th March for the debut collection of ‘Kim Parr’ – a fake brand created by Primark (the name itself an anagram of the retailer). Guests were stunned to discover that the premium-looking pieces they had been admiring were actually from the high-street chain, with items starting from just £12.
Jamie Davies, UK Executive Creative Director at Momentum, said: “This was an immersive theatre experience designed to strip away preconceptions and let the product speak for itself. By creating a fully believable premium fashion environment, we gave guests the space to engage genuinely with the quality and style of Primark’s Spring collection. The reveal moment was powerful: that shift from assumption to surprise perfectly captured the ‘Shockingly Chic’ campaign message.”
The activation forms part of Primark’s new Spring campaign ‘Shockingly Chic’, celebrating the ‘double-take’ moment of discovering elevated style at affordable prices.
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.”
