Krispy Kreme and Primark have joined forces for a surprising and playful collaboration that’s bound to excite lovers of both fashion and sweet treats. This unexpected partnership has resulted in a fun, doughnut-themed collection of sleepwear and accessories.This exciting collaboration comes amid a shift in fashion trends, heavily influenced by Gen Z’s preference for comfort and practicality. 

Research commissioned by Krispy Kreme revealed changing attitudes toward style and socialising, shows that today’s younger consumers are less concerned with formal or restrictive outfits. The new collection includes everything from comfy doughnut-styled t-shirts, sliders, bucket hats, and backpacks.

Guy Meakin, Krispy Kreme UK's president endorsed the collaboration, stating: "We're incredibly excited to partner with Primark on this exclusive collection in the UK.

"Both brands have such a strong presence on the high street, often neighbouring each other, so this gives fans of the brands the chance to glaze themselves from top to bottom with the collection."

Seven in ten young people agree that there’s now less pressure to dress up with their friends compared to five or ten years ago, highlighting a growing preference for comfort. And a whopping 67% of Gen Z, aged between 13 and 28, have confessed to wearing hoodies for their night's out, showcasing a more laid-back ethos to dress codes.

A staggering 78% of those under 28 are ditching tighter clothing for baggier, relaxed fits. A third of respondents went as far as stating this laid-back approach to dressing is not only more comfortable but actually more stylish.

Amid these changing fashion trends driven by Gen Z's preference for relaxation and ease, this partnership is a timely one, but the exclusive line will only be available in Primark stores until 8th May, giving shoppers a limited time to snag these sugary-themed items.

To celebrate the launch of the collection, Krispy Kreme hosted an event befitting this trend: a ‘Kosy Rave’ at their flagship Oxford Street store which featured DJ Woody Cook, who describes himself as an "all-round silly man," as the night’s performer.

Four in ten of those surveyed said wearing heels to a club would be a major "ick." Instead, 66% of respondents admitted they prefer comfy footwear, such as sliders, which are a highlight of the new Krispy Kreme x Primark collection. 

Perhaps unsurprisingly, the same research also revealed that today’s youth are less likely to go “out-out” in the traditional sense, with 67% of Gen Z preferring a cosy night in with friends instead of heading to loud, crowded clubs. 

Krispy Kreme will be rewarding fans with 20% off in its shops to those who are wearing an item from the new collection.Sarah Jackson, director of licensing at Primark, said: “We're always looking to create unique in-store experiences and offer exclusive collections that our customers won’t find anywhere else.

“We’re thrilled to partner with Krispy Kreme, bringing together two iconic brands in a fresh and exciting way, and can’t wait to see our customers serve up some amazing looks with this collection.”