I attend a lot of fashion launches in my job, and after years of seeing celebrity collaborations hit the high street, I’ve become quite particular about what actually impresses me. As someone who sees hundreds of collections each year, I tend to look beyond the hype and focus on what women will genuinely wear in real life.

For me, it always comes down to two things: fabrics that look expensive and pieces I know I’ll actually reach for again and again.

So when I attended the launch of the new ‘By Coleen’ collection from Coleen Rooney in collaboration with Primark, there was one detail that immediately stood out to me - Coleen herself arrived wearing one of the collection’s striped shirts. It perfectly summed up the direction of the range. Clean lines, strong structure and simple silhouettes that look elevated but still feel completely wearable.

As a busy mum juggling school runs, work meetings and everything in between, I’m not looking for complicated outfits. I’m always searching for elevated basics, those easy pieces that still make you feel pulled together even on the busiest days.

And it’s clear Coleen understands that reality too. Speaking to me at the event, she explained she wanted to create a collection that works for real life, pieces that can take women from day to night and slot easily into their everyday wardrobes.

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What’s more, Coleen is proving with this collection that she understands the need for affordability when it comes to fashion. With prices starting from £7 for a t-shirt and going up to £34 for the statement mac coat, it’s nice to know we’ll be able to pop into a local store to pick up a whole outfit, rather than just one pricey buy.

One item Coleen told me she particularly loves is the crisp white jacket. Seeing it up close, it’s easy to understand why. The structured shape and subtle detailing give it that expensive-looking finish stylists are always searching for, while still feeling incredibly versatile.

Personally, the standout piece for me was a beautifully sculpted white top. Sometimes the simplest items are the hardest to get right, but the shape of this one instantly gives it a more premium feel. It’s exactly the type of elevated basic I know I’d reach for again and again.

That’s ultimately the collection's strength. These aren’t trend-led pieces designed to be worn once and forgotten about. They’re wardrobe staples designed to work hard.

And if my first look at the pieces is anything to go by, these are exactly the kind of high-street buys that quietly become wardrobe heroes. Because when fashion strikes that sweet spot between style, practicality and price, that’s when you know it’s going to resonate with women everywhere.

The ‘By Coleen’ collection launches on Tuesday 10 March, rolling out across 16 markets and available via Click & Collect in Great Britain.