Primark

Moving on from my time at Passiflora, I wanted to return to a fashion role where I was able to use my expertise, especially within lingerie, to my advantage. I am currently working at Primark as a Copywriter, writing copy with daily targets for the website across all categories but with ownership of Womenswear, Lingerie, and Nightwear. Alongside writing the product copy I also manage the editorial calendar for my team, ensuring that all campaign products are written with consistent messaging, write PLP copy for campaigns and categories, write editorial pieces for the website in the forms of guides and SEO optimised features, regularly complete audits of the website, create training guides for the lingerie and nightwear categories, and give presentations on my specialist area. In my time with the company so far I have contributed to the launch of Click & Collect as well as the launches of our websites in Germany, Italy, Spain, America, France, and more.

Let your inner enchantress take centre stage in this flattering and flirty A-D cup bra! Cut delightfully from whisper soft satin and eyelash lace, this balcony bra is a delight for the décolletage with it's fine eyelash lace edge and offers soft support with its satin panelled cups, underwire, dainty adjustable straps, and structured underband. Feel fearless as you pair with coordinating underwear of your choice and allow your confidence to be elevated whether you're creating a complete lingerie look or wearing this as part of your daily routine!

Empowering lingerie should be for every body and, if you want a luxe lace look without having to struggle with fiddly fastenings or rear closures, this adaptive bralette could be what you need! Made with plunging lace cups, which offer light support without the need for wires or padding, this bralette boasts a secure underband with front fastenings for accessibility as well as adjustable straps for a perfect fit, all while staying timelessly stylish. Pair with the adaptive mini brief for a complete look with ease of dressing in mind or mix and match with other lace lingerie pieces to create your desired look, either way we're sure this is a bra you'll reach for again and again!

Whether you're looking for extra security during your cycle or you're trying to make a more waste-conscious commitment, period underwear can be an excellent addition to your routine or make a great replacement for disposable sanitary products. With three flattering and comfortable mini briefs to choose from in this multipack, cut with high legs and secure waistbands, you'll be able to feel business-as-usual any time of the month thanks to the smart layers in the gusset. Combining a first layer which fights odour and bacteria to keep you feeling fresh, a super absorbent layer to lock away fluid, a waterproof layer to prevent leaks, and a super soft outer layer for complete comfort, you'll feel cared for and confident all day long. Caring for your period underwear couldn't be easier either- simply rinse with cold water immediately after wear until the water runs clear and then add to your washing load without fabric conditioner ready for when you need them next!

Rita Ora's new collection has something to say about the does-everything top, and it's being said with frayed denim and daring silhouettes in this structural bandeau piece! Made with a cotton denim in a light blue, this top effortlessly combines structure, draping, and deconstructed details to create an elevated look destined for the spotlight however you style it. This statement top boasts a bandeau, strapless neckline, a concealed side zip fastening for a flawless 360° look, princess seams on the bodice made bolder by frayed edges for a corseted feel, an asymmetric wrap panel that drapes from the waist, and a complete frayed hem. Whether you pair this with the coordinating denim pieces in the collection for a casual look that could have stepped straight out of a photoshoot, dress it up with textural lace, frills, and bold accessories, or even keep it understated with jersey pieces, the only limit to its styling potential is your imagination!

Our collaboration with Rita Ora was always sure to push the envelope on editorial and edgy styles, and we're seeing a perfect example of everyday wearable pieces with elevated design features in this frayed detail denim maxi skirt! Made with denim for comfort and durability, this maxi pencil skirt uses a side slit and statement panels, all finished with frayed edges, to capture attention and create texture. The classic waistband has been replaced by a frayed edge that offers a break from structure and the tailored feel you'd expect with denim, while the button fly and five pocket design as well as the yoke panel ensure the timeless denim aesthetic isn't altogether lost. A daring piece paired casually with flats and a crop top or dressed up with structured blouses and heels, this could be your best investment!

As you prepare for your first steps into parenthood or continue your nursing journey, comfort is key and we have the versatile duo of bras you need to see you through! Crafted from soft fabric that's kind to sensitive skin, these maternity bras are perfect for the final stages of pregnancy as they offer support without wires, as well as for nursing where their light padding and comfortable adjustable underband as well as the easy to use nursing clips make for an effortless and comfortable experience. With two bras in this multipack to cycle as you need so that you're never stuck without, these will be an everyday essential in your underwear drawer!

The sophisticated sensuality of a bustier has rich roots that span back as far as corsetry and this style continues to be an essential in trends with no signs of slowing down which is why we think you'll love this especially chic take on the classic! Crafted with all-over satin for a rich and romantic look and feel, this corset style piece combines lightly padded and underwired cups for complete support with a longline underband finished with a pointed hem and light boning for a structural feel. Soft stretch panels at the back make this bustier all the more fitting for long wear and, with a classic hook and eye tape back and adjustable straps, you'll feel comfortable all day (or night) in this piece. Style with coordinating lingerie pieces for a complete boudoir look or even dress up with your favourite jeans for a night on the town to get the most out of this versatile piece!

As part of my work to assist in improving the quality of editorial writing amongst the team I was tasked with putting together an SEO best practice presentation for training as well as create a creative task to nurture this skill and familiarise people with the format used. My own response to the task in presentation form is included below.