With every season change, a new trend emerges. In this transient world, consumers crave a safe, pocket-friendly avenue to experiment with their wardrobe. This current spirit may well be behind the exciting expansion of Penneys – or Primark as it is known outside Ireland – throughout Europe. Press coverage is a key driver of Penneys’ growing fashion reputation, helping to build a buzz around each season.

Huguenot developed look-books and environment dressing for the hotly anticipated press night events. Defining stand out looks, these booklets have also proven a valuable reference tool with buyers requesting a particular item from a particular page when replenishing stock. The ephemeral nature of trends often makes such printed pieces as collectible and covetable as some of the sell-out pieces.