Drag Race UK star Cheddar Gorgeous today launched a new Fujifilm and Primark partnership in Manchester, revealing a one-of-a-kind garment made up of over 1,000 Fujifilm INSTAX prints. Designed by local fashion creator and artist, Mariusz Malon, Cheddar Gorgeous merged photography and fashion to launch the exciting partnership at the new Photo by Fujifilm concession at Primark Manchester Market Street.
For the very first time, Primark customers will be able to purchase their favourite Fujifilm products in store, including INSTAX Square, INSTAX Mini, INSTAX Wide, photo film and development, frames and other accessories. The Photo by Fujifilm concession, on the first floor of Primark, is also home to three INSTAX booths and four easy print, instant printer kiosks. Each booth boasts a colourful and enticing design to encourage and produce the very best of instant photography.
Famed for her stand-out fashion and make-up artistry, Manchester-local Cheddar Gorgeous has taken her unique creativity to the next level by co-creating a unique garment made up of INSTAX prints. Cheddar’s eye-catching garment taps into the underlying darkness associated with All Saints Day – today, November 1st – and is made up of multiple images of their eye, blurred over time to create a dramatic colour gradient.
“We exist in a world where gratification is sought via narcissism. Social media encourages a need for approval, and with this, we lose the pleasure of capturing a shared moment in real time. Together, Malon and I want to take you from one lens to another to share how art and self-expression can be formed by taking pictures of others; showing the joy photography can bring as a group activity. It was an honor to work with Fujifilm and Primark on this project to tie photography and fashion together.”
Cheddar Gorgeous
Announcing the partnership with Primark, Theo Georghiades, General Manager at Fujifilm UK says: “We recognise that shopping is more than scanning the clothes rails. Hitting the high street is a shared experience, a day out enjoyed with friends and family, where memories are made. Our partnership with Primark ties these two past times together, capturing the moment through instant photography. We’re thrilled to see the concept come to life and welcome the people of Manchester to test it out.”
Tim Kelly, Director of New Business Development at Primark added: “I am thrilled to announce our new partnership with Fujifilm, launching the first ever Photo by Fujifilm concession in our Manchester store. At Primark, we are committed to offering a truly unique and unforgettable shopping experience and the new concession is sure to excite our customers and offer a memorable way to capture their cherished moments, with a wide range of Instax products available to purchase in store. We’re excited for the future of this partnership as we prepare to roll out the concession to our Birmingham store next year.”
The Photo by Fujifilm x Primark concession launches Wednesday 1st November offering customers a heightened shopping experience, bringing fun and play to the art of instant photo taking for all shoppers, and is available to visit during store opening hours. Cheddar Gorgeous’ Fujifilm INSTAX creation is on display on the first floor of Primark Manchester Market Street from Thursday 1st November until Sunday 5th November.
In addition, an INSTAX Van pop-up kitchen will be hosting a picture-perfect INSTAX cookout. The photobooth-on-wheels will be parked up outside of Primark on Market Street from the 1st to 5th November offering free INSTAX prints to people stopping by, along with some other goodies.
This is the first of two launches for the two brands, with Primark Birmingham expected to open in early 2024. For further information on Fujifilm and any of its products, visit https://www.fujifilm.com/uk/en/consumer.
