Penneys unveils new fashion campaign with Irish actor Emmett J. Scanlan

The partnership represents a homecoming for the actor and marks the first chapter in a collaboration with the brand, which will continue throughout 2027

Penneys has unveiled its first campaign with Irish actor Emmett J. Scanlan. Picture: Jack Johnstone.

Penneys has unveiled its first campaign with Irish actor Emmett J. Scanlan, who makes his debut as the face of the brand’s 2026 Christmas campaign, Style Your Season.

With shared Irish roots at the heart of the partnership, Scanlon brings his distinctive personality and sense of style to the campaign, showcasing the latest menswear collection ahead of the festive season.

The partnership represents a homecoming for The Fall and Peaky Blinders actor and marks the first chapter in a collaboration with the brand, which will continue throughout 2027.

Combining effortless dressing with exceptional value, the new collection offers customers pieces they can feel confident and comfortable in throughout the season.

Emmett J. Scanlan: “I’m proud of where I come from, but home is about more than just where you grew up." Picture: Jack Johnstone.

Spanning outerwear, knitwear, jersey, denim and tailoring, the collection is rooted in a palette of rich earth tones which have been curated for the colder months and balance comfort and style.

Core pieces of the collection include a wool-lined borg jacket and a faux suede aviator, flannel shirts paired with chino trousers and a tailored two-piece suit, available in both single and double-breasted options.

All products are available in stores with prices ranging from €3 to €50.

Speaking on the launch, Scanlan said the partnership had come from an “authentic and genuine place”.

“I’m proud of where I come from, but home is about more than just where you grew up. It’s about the people, the culture, the music, and in this case, the clothes. It’s about the memories and the things that stay with you,” he said.

Emmett J. Scanlan: "To come back to Dublin now, to shoot this campaign and be part of this next chapter with a brand that’s been part of Irish life for generations, feels great.” Picture: Jack Johnstone.

“Some of my earliest memories are of going to Penneys with my sister when we were kids, causing absolute chaos down the aisles and in the shop windows with more than a few mannequin casualties along the way.

“We drove my poor mum to distraction, so I’m hoping this campaign makes up for all the fires she had to put out along the way. To come back to Dublin now, to shoot this campaign and be part of this next chapter with a brand that’s been part of Irish life for generations, feels great.” 

Marketing Director Menswear at Primark, Jermaine Lapwood, added: “We want Primark to be the destination men trust for style, quality and fit, all at the great value they expect from Primark.

“We’re building a more confident menswear offer that makes looking and feeling good feel effortless. Emmett is a natural fit for that ambition as he has an authentic approach to style and a genuine connection to the brand, allowing us to show our product in a way that feels credible, relatable and real. We’re delighted to be partnering with him and excited for what’s to come.”