Primavera 2025 was a movie… & Pull&Bear were the style directors.
Despite what people might say, summer dressing can be difficult, and less isn’t always more. The wider fashion landscape is moving quicker and more and more people are accessorising to the max, which means dressing in the heat can be a challenge… and you don’t need to tell that to the people at Primavera Sound. Scorching days followed by humid nights set the scene to a perfect weekend full of top tier music, but as is always the case with us, we wanted to know the answer to one question: what about the fashion? If you’ve been to the festival before, you would know that the vibe at Primavera Sound is one of complete freedom, having proven to be a hub for likeminded, ultra-creative attendees throughout the years. From obvious affections for Charli XCX’s Brat (2024) era and Sabrina Carpenter’s cowboy chic to ass-less chaps, slogan tees, music merch, animal prints, tank tops and more, Primavera Sound was, at its epicentre, a *very* large runway show.
Coming through to match the heat of the Barcelona sun, Pull&Bear’s presence at the festival did not go unnoticed. Physicalising the aforementioned creative hub that the atmosphere at Primavera Sound creates, Pull&Bear’s “Primavera Sound Café” was where the energy was at across the weekend. Keeping the vibes going between sets, Pull&Bear’s hotspot proved to be a bit of everything, from a coffee shop and relaxation location to a platform for vibe-heavy DJs. Not stopping there, the fashion really entered the chat in the form of Pull&Bear’s “IRL” set-up, with the all-encompassing hang-out spot providing festival-goers with a chance to grab the brand’s new Primavera Sound Café by Pull&Bear collection put together by Barcelona-based artist TOT PER RES.
PHOTO CREDIT: Pull&Bear
Attracting a plethora of different crows, Primavera Sound Café by Pull&Bear pulled from the worlds of hospitality, music, fashion, and the newly-fashionable coffee shop, following in the footsteps of the likes of Prada, Miu Miu, and Aimé Leon Dore with its heavily-branded pop-up space. Keeping this sense of cutting-edge fashion going, attendees knew that they had to come through swinging with the fits and match the luxe yet wholesome feeling of the space, and they did so with flying colours. Think classic streetwear staples matched with cowboy boots, baby tees, double denim, and boho chic; that’s the Pull&Bear directive.
Influencers like Jashlem, Linda Sza, Bruna Bear, Davidson, Millie Hannah, Koen Muller, and Yuulieta made their presence known at the café, touching down in some of Pull&Bear’s new summer collections. If you need some inspiration for that summer mood board, it doesn’t get more stimulating than the range of looks on display at Primavera Sound. Taking a closer look at the space, attendees saw the Primavera Sound Café by Pull&Bear capsule collection on full display, with a range of t-shirts, sweatshirts, and accessories boasting cheeky TOT PER RES graphics filling up the space with something for people to take away with them (aside from the memories.) If you couldn’t attend and grab something for yourself, don’t worry, the collection is available online now via the Pull&Bear website.
Need some new outfit inspiration for the sunny summer ahead? Look no further than the new Primavera Pull&Bear fits that were on display this past weekend in Barcelona. Those mood boards aren’t going to fill themselves…
Take a closer look at the Primavera Sound Café by Pull&Bear below.
