Coleen Rooney expanded her commercial portfolio according to reporting by Ciara Farmer, launching her second fashion collection with high-street retailer Primark on Tuesday, July 28, 2026.
Inside the Multi-Million Pound Primark Partnership
The “By Coleen” collection hit Primark stores on Tuesday, featuring womenswear priced between £2.50 and £30, according to the reported details. Customers across Great Britain can also shop the full range via Click & Collect. Following the commercial success of her initial launch, which drew praise from her social circle, the television personality designed the new lineup to balance style with everyday practicality for her followers, as stated in her public remarks.
According to the campaign details, the line includes versatile layering pieces. Coleen Rooney was photographed styling a checked jacket before transitioning into a black leather-look bomber jacket for the promotional imagery.
Family Involvement in the By Coleen Campaign
The campaign for the upcoming kidswear line—scheduled to launch in August with prices starting at £7—features a personal milestone for the Rooney family. According to the reported coverage, her eight-year-old son, Cass, made his professional modelling debut alongside his mother. Cass posed in a pale green jumper and off-white jogging bottoms for his first shoot.
Coleen and her football pundit husband, Wayne Rooney, age 40, share four children: Kai, 16, Klay, 12, Kit, 10, and Cass, 8. Describing the joint photoshoot with her youngest child, Coleen called the experience a “special moment” and expressed excitement over seeing how the public engages with the new apparel line.
Fitness Routine and Endorsements
Alongside her fashion ventures, Coleen Rooney maintains a visible fitness regimen. On the same day as her collection launch, she was spotted leaving the gym wearing a skin-tight grey T-shirt and blue leggings. Her workout style combined athletic wear with personal accessories, including large diamond earrings, a delicate name necklace, and an Apple Watch.
During her gym outing, she carried car keys, a phone, and a water bottle from Applied Nutrition. Coleen maintains a dedicated product collection with the nutrition brand, which features items such as Marine Collagen and Hydration Electrolytes.
Did You Know?
Frequently Asked Questions
When does the second By Coleen collection launch at Primark?
The womenswear collection launched in Primark stores on Tuesday, July 28, 2026, with the kidswear range following in August.
How much do items in the By Coleen collection cost?
Womenswear prices range from £2.50 to £30, while kidswear prices start at £7.
Where can customers buy the full collection in Great Britain?
Customers in Great Britain can shop the full collection in stores or via the retailer’s Click & Collect service.
Which family member makes a modelling appearance in the campaign?
Coleen’s eight-year-old son, Cass, makes his modelling debut in the kidswear campaign.
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