Today is the hotly anticipated Primark AW13 press day, where the fashion media view in the flesh for the first time the discount stores latest offerings for the upcoming new season.
Lets forget about the fact we haven't actually had a summer here in the UK for just one second and check out the themes we'll be sporting come September with the assistance of the key pieces from the fashion forward bargain epicentre.
Still channelling the summers 90's chick trend and possibly taking inspiration from Moshino's catwalk collection, it looks as though we'll be reliving our childhoods once more. Think Nirvana, Pearl Jam, Soundgarden - 90's Grunge is BACK!
The collection heavily features lots of tartan, distressed/cracked leather (or "pleather", plastic-leather, as its more affectionately know!) and crop tees and sweaters are here to stay, as is the beanie!
Chunky kick ass ankle boots with heavy buckling and cut out detailing make regular appearances plus longline, masculine oversized jackets.
Tailored trousers bring a masculine edge to outfits, with key pieces also available in dusky pinks hues for a more subtly feminine look.
The only negative to come from the release of the new collection is the knowledge that some items will be priced up to £30. Whilst £30 for a jacket is still relatively reasonable, Primark's ever increasing price structure is starting to defeat the object of what attracted many of us to Primark in the first place - an extremely affordable High Street store that doesn't compromise on style.
Has anything from the AW13 collection taken your fancy? How do you feel regarding the steadily increasing prices?