Coleen Rooney Signs Multi-Million Pound Fashion Deal with Primark

Coleen Rooney has secured a significant multi-million pound deal to become the new face of Primark.

Reports published on Friday, February 20, 2026, indicate that the 39-year-old star signed the contract following her successful stint on I'm A Celebrity... Get Me Out Of Here! late last year.

This partnership marks one of the biggest commercial deals in the retailer's history.

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Coleen Rooney will design and front her own clothing and accessories range, which sources suggest will focus on "affordable glamour" and practical styles for mothers.

The collaboration follows a surge in Rooney's popularity after the "Wagatha Christie" legal battle and her candid appearances on television.

Industry experts believe Primark chose Rooney because of her relatability and her long-standing reputation as a style icon for British women.

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While she has previously worked with brands like Littlewoods, this new venture with Primark represents a major step up in scale.

The first collection is expected to hit stores across the United Kingdom and Europe by summer 2026.

This deal comes at a busy time for the Rooney family. While her husband, Wayne Rooney, continues his managerial career in football, Coleen has focused on expanding her own business empire.

Beyond the fashion deal, she recently released a successful autobiography and participated in several high-profile documentaries.

Friends of the star say she has enjoyed the creative process of developing the line, ensuring that the pieces reflect her own personal taste and the needs of busy families.

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Primark has seen massive success with previous celebrity collaborations, such as those with Rita Ora and Paula Echevarría.

By bringing Rooney on board, the company aims to tap into her massive following and her reputation for being down-to-earth.

The partnership includes a series of promotional events and a massive marketing campaign that will launch alongside the clothing line.

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As Coleen prepares for the rollout, she continues to balance her growing business responsibilities with raising her four sons in Cheshire.