Primark wants men to think beyond the price tag. The retailer is putting greater emphasis on style, fit and quality, and Irish actor Emmett J. Scanlan is the face of that ambition.
Best known for playing Jimmy Kinsella in Kin and Paul in Guy Ritchie’s MobLand, Scanlan has been named Primark’s new menswear ambassador. His appointment begins with the Style Your Season campaign, launching November 3 in stores and through Click & Collect.
The partnership also brings Scanlan back to Dublin, where the campaign was photographed. For the actor, working with a retailer that has been part of Irish shopping culture for generations makes the collaboration particularly meaningful.
But there is a bigger business objective behind the casting. Primark is working to strengthen its position as a destination for men who want clothes that look good, fit well and remain affordable. Scanlan’s approachable personal style offers a way to communicate that message without making everyday dressing feel complicated.
The campaign follows a busy period for Primark’s marketing. Earlier this year, the retailer introduced The Get Away, a summer campaign rolled out across the UK, US and Spain as part of its That’s So Primark platform. It followed previous campaigns including Shockingly Chic and In Denim We Can, all aimed at changing how shoppers perceive the brand.
Jermaine Lapwood, Primark’s menswear marketing director, describes the goal as building a more confident menswear offering while maintaining the value customers already associate with the retailer.
