Primark has announced a significant partnership with designer Victoria Jenkins to expand adaptive clothing options.
- This collaboration aims to bring more inclusive fashion to Primark’s stores following a successful adaptive underwear launch.
- Victoria Jenkins’ brand, Unhidden, leads in adaptive fashion and is the first to join the British Fashion Council.
- Ann Marie Cregan of Primark emphasised the shared passion for accessible fashion in this new venture.
- Victoria Jenkins highlighted the meaningful impact of this collaboration for the disabled community.
Primark has recently entered into a pivotal partnership with designer and disability advocate Victoria Jenkins to enhance and expand its offering of adaptive clothing. This partnership marks a step forward in making fashion more accessible, following Primark’s inaugural adaptive underwear collection released earlier this year. The collection included innovative designs made from black recycled nylon and featured magnetic closures for ease of use, emphasising functionality and fashion.
Victoria Jenkins is the founder of Unhidden, a brand that launched its first range in 2020 and has garnered recognition as a leading adaptive fashion line. Notably, Unhidden has achieved the distinction of being the first adaptive brand to be a member of the British Fashion Council and to participate in London Fashion Week, highlighting its influential role in the fashion industry.
Brought together by Damian Hopkins CBE of PDS Radius Brands, this partnership underscores both parties’ commitment to advancing adaptive fashion. As part of the collaboration, Jenkins will contribute her considerable expertise in adaptive design to Primark’s team, with additional details scheduled to be unveiled later in the year.
Ann Marie Cregan, Primark’s trading director, expressed enthusiasm for this venture, stating, “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.” This sentiment reflects Primark’s strategy to integrate diverse needs into mainstream fashion offerings.
Victoria Jenkins echoed this excitement and foresight, noting, “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, and I am excited to work with Primark to bring this to life.” This collaboration signifies a notable shift towards inclusivity and attention to underserved demographics in fashion retail.
The partnership between Primark and Victoria Jenkins is poised to significantly advance adaptive fashion accessibility.
