Anna Grostina
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Mea Culpa
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somethingaboutmagazine
Primark Taps Anna Grostina for USA Launch
Look at this photo. It looks so far removed from the image we have of Primark in the UK, right? Hoards of crazed shoppers, elbowing their way through a maze of mass produced Xmas jumpers and the like, piled high like huge polyester pyramids… It’s never this pretty.
Primark has enlisted 17-year-old Latvian model/YouTuber Anna Grostina to be the face of it’s new winter campaign Stateside, along with lifestyle people, Refinery29. Grostina, should you not know her already, is something of a social media queen (follow her on Instagram @highhsoul); she’s best known for her atmospheric YouTube videos, which she posts under her pseudonym Hooligan Buddha. Her Summer 2015 clip below is pretty much the best attempt we’ve seen at self-branding in a long time. It’s unapologetically self-indulgent, but who gives a **** when you’re 17?! Not many models feature an email on their Instagram either, that’s pretty confident. Primark is celebrating the opening of its second store in Philipdelphia’s King of Prussia mall, it plans a total of nine new stores in the US by the end of 2016. The brown paper bag invasion is nigh.
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