Penneys Reveals Brand-New Look And Feel With Summer Collection

By Sarah O'Sullivan
Penneys Reveals Brand-New Look And Feel With Summer Collection

This week, Penneys revealed its summer collection, with a refreshed look and feel for the brand and its campaign, ‘Viva Summer.’

The fashion retailer, known internationally as Primark, developed the new brand with its global branding and creative agency partner, VCCP.

The retailer will also introduce the Portal, which offers a window into the world of Penneys and will be used across campaigns and the wider brand world.

As part of the update, Penneys has given its logo a subtle new look, with a refreshed Penneys blue and specially designed font.

Customers will start seeing the new brand across social media, in direct communications and in store, with further roll-outs planned for later in the year.


Viva Summer is Penneys’ biggest-ever summer collection, offering seasonal styles with a vibrant coastal feel.

From swimwear to sleepwear, breezy daytime looks to nighttime glam, the collection features bold prints, as well as earthy neutrals, across womenswear, menswear and kidswear.

‘Big Ambitions For Growth’

Speaking about the launch of the collection, the chief customer officer at Primark, Michelle McEttrick, said, “More than 50 years since we opened our first store – in Mary Street, Dublin – we now have hundreds of stores across Europe and the US, and we’re getting ready to enter our 17th market, with a new store in Budapest, Hungary, later this month.

“Our successes and our ambitious growth plans have been driven by our commitment to delivering exceptional products at unbeatable prices.

“As we continue to grow and cement ourselves as a truly global brand, we want to ensure that wherever in the world you find us, you’ll always get the same great unique Penneys/Primark experience that you know and love.”


Gary Holt, the executive creative director at VCCP, added, “Penneys occupies a special place in our hearts and our high streets.

“It’s also an innovative brand with big ambitions for growth. It’s been amazing to work on the evolution of their brand world, and we’re excited to take the next step with them on their journey.

“The Portal is a key element of this new world, which people will begin to see this summer across all channels, alongside the refreshed logo and colour palette.”

For more information on the collection, visit

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