First look: New autumn-inspired collection by Coleen Rooney hits Penneys stores this month

The new 'By Coleen' collection by Penneys and Coleen Rooney will be available in stores from July 28, with womenswear prices starting from €3.50 and up to €34.

Coleen Rooney is bringing a fresh edit of versatile wardrobe staples to Penneys under her new ‘By Coleen’ collection.

Designed to take women through the autumn and winter season in style, the new pieces are rooted in a shared belief that looking good shouldn't mean spending more.

Designed with Rooney and inspired by the reality of her busy life, the AW26 collection is made for everything the day can bring – from school runs and meetings to weekends with family and catching up with friends.

Building on the relaxed, off-duty aesthetic established in her first collection with Penneys, the AW26 edit features a rich seasonal palette of burgundy, brandy and navy, complimented by statement stripes across shirts and knitwear.

With a focus on quality fabrics, including soft modals and crisp cottons, each piece has been designed to be mixed, matched and worn on repeat.

The new 'By Coleen' collection by Penneys and Coleen Rooney will be available in stores from July 28, with womenswear prices starting from €3.50 and up to €34.

Inspired by Rooney’s family life, the collection also expands into kidswear this season, featuring affordable, easy-to-wear styles for the little ones of the family.

Commenting about the collection, Rooney said: “The response to the first launch was incredible and I'm so excited to share this next collection. When we started working together, I wanted to create clothes that genuinely fit into everyday life, and that's exactly what we've continued with this collection.

“As we move into autumn, it's all about versatile pieces that you can layer, dress up or down and wear again and again. We also wanted to introduce kidswear this time, which felt like a natural next step for me.

The new 'By Coleen' collection by Penneys and Coleen Rooney will be available in stores from July 28, with womenswear prices starting from €3.50 and up to €34.

"Everything has been designed to be stylish, comfortable and affordable, helping women and families feel confident without spending more.” 

Womenswear trading director at Primark, Mary Lucas, said they are “delighted” to continue their partnership with the bestselling author, television personality and entrepreneur following the response to her first collection.

“Building on that success, we've created a new range that reflects Coleen's effortless sense of style while staying true to what our customers expect from Primark. From everyday essentials to standout seasonal pieces, it offers great quality, style and value, giving customers even more choice as they update their wardrobes for autumn,” Lucas said.

'By Coleen' will be available in stores from July 28, with womenswear prices starting from €3.50 and up to €34, and kidswear pieces, which will be launching in August, starting from €10.