Primark has partnered with adaptive designer and disability advocate Victoria Jenkins to launch a new range of adaptive clothes.

Adaptive clothing is specifically designed for people who have difficulty dressing, including those with disabilities, chronic health conditions, or age-related needs. It incorporates features such as adapted fastenings and openings to provide a more comfortable and accessible experience.

Jenkins has over a decade’s experience in the fashion industry and founded her award-winning adaptive fashion brand Unhidden in 2016.

The company, which launched its first range in 2020, was the first adaptive brand to become a member of the British Fashion Council and show at London Fashion Week.
Primark’s new range is part of plans to make adaptive fashion more affordable and easier to buy on the High Street.

The move comes as research from Primark and the Research Institute for Disabled Consumers find that over half of the 16 million people living with a disability would buy more adaptive wear if it was available in mainstream retailers.

The new collection follows the launch of an adaptive underwear collection release in January, when Primark also shared its plans to become a more accessible place to work and shop to better serve the needs of its disabled colleagues and customers.

“We’re proud to be working with Victoria, who for years has been such a vocal advocate for inclusive fashion and universal design across the industry,” said Ann Marie Cregan, Primark trading director. “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.”

The budget fashion retailer said that it would share more details about the partnership in the coming months.

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