Coleen Rooney has reportedly signed a multi-million-pound deal with international high-street retailer Primark following her jungle success on I'm A Celebrity.
The TV personality, 39, finished as runner-up to McFly star Danny Jones on the 2024 series and is said to have been inundated with lucrative offers from fashion brands eager to cash in on her popularity.
However, she has chosen to stay true to her roots by teaming up with affordable fashion giant Primark in a deal signed last year.
She has reportedly created a stylish capsule collection with the retailer, which is set to launch in March.
A source told The Sun: 'Coleen is so proud to be a working mum and she wanted to keep things affordable for her fans.
'She didn’t just sign for the cash, it was because she felt aligned with Primark’s values.
Coleen Rooney has reportedly signed a multi-million-pound deal with international high-street retailer Primark following her jungle success on I'm A Celebrity (pictured 2025)
The TV personality, 39, finished as runner-up to McFly star Danny Jones on the 2024 series and is said to have been inundated with lucrative offers from fashion brands eager to cash in on her popularity
'Coleen is super proud with the clothes she’s worked on with Primark. It’s got a real athleisure feel. Primark thinks it will fly off the shelves.'
Another insider added that Coleen worked closely on the entire collection, which has been designed for 'working mums just like her' and blends style with practicality.
Daily Mail has contacted Coleen's representative for comment.
As one of the UK's most recognisable WAGs, it's no surprise that Coleen was one of the richest names in I'm A Celeb's 2024 lineup.
Married to former England star Wayne, the mother-of-four was reportedly paid an eye-watering £1.5 million salary, the most ever given to a star in the show's history.
Coleen and Wayne boast an enormous £200 million fortune between them, with the former contributing £19 million to their wealth.
The Liverpool-born WAG has also had an extensive TV career that dates back to 2006, and in 2008, she starred in her own series, Coleen's Real Women.
Coleen has also produced a bestselling exercise video, and was previously paid £3million to front a fashion campaign by George at Asda.
However, she has chosen to stay true to her roots by teaming up with affordable fashion giant Primark in a deal signed last year. She has reportedly created a stylish capsule collection
Coleen and her husband Wayne boast an enormous £200 million fortune between them, with the former contributing £19 million to their wealth (both pictured 2025)
Meanwhile, she has also published several books, including her autobiography Welcome to My World in 2007.
Following her Wagatha Christie libel trial in 2022, it was also revealed that Rebekah Vardy would have to pay 90 per cent of Coleen's legal costs, said to be up to £1.5million.
In 2019, Coleen publicly accused Rebekah of leaking information from her private Instagram account to the media, which she denied, before suing for defamation.
After a well-publicised legal battle, the judge sided with Coleen and ordered Rebekah to pay a large part of her legal bills.
The WAG, 42, agreed to pay £1,190,000 of Coleen's legal bill, plus was ordered to pay a further £212,266 in assessment costs, after sensationally losing their high-profile libel case.
This took the total Rebekah must pay to at least £1,402,266.20. Daily Mail understands she has already paid some of the bill, including £800,000 four years ago and £100,000 last year.
