Primark to expand adaptive fashion offer with designer Victoria Jenkins

By

Nigel TAYLOR

Published
Jul 23, 2024

Primark is continuing to support, create and promote fashion for people with disabilities.

The fashion/lifestyle retail giant is now expanding its partnership with specialist designer and disability advocate Victoria Jenkins “to make adaptive fashion affordable to everyone”.

The ongoing partnership now sees Jenkins working with the retailer’s design team to introduce more adaptive clothing following the launch of its first underwear collection collaboration in January.

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The collection is being designed to “accommodate the comfort and access needs of a wide range of disabilities, chronic health conditions, age-related needs and post-operative patients”. This is achieved through adapted fastenings and openings as well as design changes.

The retailer said more details on the partnership will be revealed later this year.

Jenkins is founder of adaptive fashion brand Unhidden and Primark said the latest development “continues on her mission to normalise universal design through the lens of her own journey with disability”.

Ann Marie Cregan, Primark Trading Director, added: “Like us, Victoria is really passionate about making fashion accessible to everyone and we’re looking forward to learning from her and working together to accelerate our ambition to bring more affordable adaptive fashion to the high street.”

Jenkins also said: “By Primark recognising the needs of the disabled and chronic sick community and acting upon it in such a meaningful way is going to be life changing for millions of people.”

Unhidden launched its first range in 2020 and became the first adaptive brand to become a member of the British Fashion Council and show at London Fashion Week.