Primark shoppers have shared their excitement after spotting Laura Whitmore sporting an "amazing" Primark outfit online.
The budget-friendly retail giant took to Instagram to confirm the Love Island presenter is its new Primark Cares ambassador, with a focus on sustainability in the fashion industry.
Retail stores remain closed due to ongoing lockdown restrictions introduced in the wake of the coronavirus pandemic but shoppers can still view Primark's items on social media.
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Prime Minister Boris Johnson last month confirmed non-essential retailers such as clothing and homeware stores, betting shops, electronics stores and more could begin to reopen, provisionally, from April 12.
Until then, the high-street favourite's fans have to wait as unlike other brands, Primark doesn't have an online store.
Primark has maintained a connection with shoppers via Instagram, with the the launch of its sustainability line championed by Laura Whitmore also being unveiled on the popular social media platform.
Sharing a selfie of Laura, 35, sporting a black Def Leppard band t-shirt and a cream suit, Primark penned: "We’re super excited to announce that the wonderful @thewhitmore is our new #PrimarkCares Ambassador! Laura joins us on our sustainability journey over the next 12 months and we can’t wait to take you all along too. More to come soon!"
Laura also shared the same photo to her 1.3million Instagram followers and wrote a detailed caption to share her thoughts on the news.
The popular presenter said: "Sustainability should be accessible to all! #iworkwithprimark I grew up with Penney’s in Ireland, and now Primark in the UK (will always be Penney’s to me!) and to this day still have staple pieces in my wardrobe that I’ve had for years. ( @imdeemoran yea I still have THAT bag!)
"I’ve been speaking up about sustainability for a long time. Trying to be better personally and understanding where what I wear comes from. But you don’t have to spend 50 quid on a T-shirt to be sustainable!!! I feel there’s a pressure - a halo affect - that we must spend a fortune rather than actually researching what we are buying.
"I’m delighted to announce my partnership with Primark as their new Primark Cares Ambassador.
"Something we’ve been working on in the background for quite a while."
She added: "So what does that mean? As I said I’ve been a believer that sustainable fashion shouldn’t come at a higher price. We should all have the ability to shop responsibly without worrying about the cost. Spending less does not mean fast fashion, and throw away trends. It’s loving clothes and cherishing them for a long time.
"In my new role, I’m incredibly excited to be part of a conversation with a huge brand that is playing a vital role in making change for the future. I’m looking forward to joining Primark on their journey over the next 12 months & bringing you all along with me. I’m asking the questions I’m sure you all have when it comes to sustainability for big high street brands.
"I’m delighted with what Primark are doing and can’t wait to share. #iworkwithprimark (everything I’m wearing the suit AND tee is from #primarkcares )".
Laura's photo gained more than 18,000 likes and over 800 comments from shoppers and fans alike.
Primark's photo also proved a hit, gaining over 19,000 likes and more than 250 comments.
Caroline commented: "I need this t-shirt and a Whitesnake one please....."
Gillian said: "Love it."
Soph said: "LOVE this!"
Jules asked: "Is that a Primark outfit? It's really nice."
Nicola said: "I NEED that t shirt."
Bella said: "Love this tee."
Rebecca said: "Amazing."
Another shopper commented: "I neeeeed that top!!"
Danielle added: "Excited and love the t-shirt."
