‘Minions’ Strut on the Runway with Bobby Abley

Illumination’s “Minions” have joined the ranks of London’s high street with U.K. designer Bobby Abley, who launched a new collection inspired by the animated franchise at London Fashion Week.

The catwalk debut on Feb. 18 is followed by the launch of the Bobby Abley x “Minions” diffusion line that debuts exclusively at Primark stores on Feb. 19, supported by a display window at its Marble Arch flagship, in-store POS and an online and social media campaign.

“Minions” have been put to work on a series of prints including an argyle silk design, denim printed with an op-art “Minions” graphic and a neoprene “Minions” camouflage.

This new partnership sets the stage for Illumination’s new movie, “Minions: The Rise of Gru,” which is set to hit theaters worldwide this summer.