Primark and Victoria Jenkins to bring adaptive fashion to the high street
Primark is collaborating with award-winning adaptive designer and disability advocate, Victoria Jenkins, to make adaptive fashion accessible and affordable for everyone.
Victoria Jenkins, with over a decade of experience in the fashion industry, founded her adaptive fashion brand, Unhidden, in 2016. Her mission is to normalize universal design, inspired by her own journey with disability. Unhidden launched its first range in 2020, becoming the first adaptive brand to join the British Fashion Council and showcase at London Fashion Week.
The partnership, orchestrated by Damian Hopkins CBE of PDS Radius Brands, will have Victoria Jenkins collaborating with Primark to expand their adaptive clothing line. This follows Primark’s launch of its first adaptive underwear collection in January.
Ann Marie Cregan, Primark Trading Director, stated: “We’re proud to be working with Victoria, who has been a vocal advocate for inclusive fashion and universal design across the industry. Like us, Victoria is passionate about making fashion accessible to everyone. We look forward to learning from her and working together to bring more affordable adaptive fashion to the high street.”
Victoria Jenkins added: “I am thrilled to be working with Primark as part of my mission to bring affordable adaptive fashion to the high street. Primark’s recognition of the needs of the disabled and chronic sick community and acting upon it meaningfully is life-changing for millions of people.”
Adaptive fashion and its impact
In the UK, around 16 million people live with a disability. Research by Primark and the Research Institute for Disabled Consumers shows that over half (59%) of disabled individuals would purchase more adaptive wear if available in mainstream retailers. However, nearly two-thirds (62%) find it challenging to find comfortable and suitable clothing due to their disability, health condition, or impairment.
Adaptive clothing is designed to meet the comfort and access needs of various disabilities, chronic health conditions, age-related needs, and post-operative patients. This is achieved through adapted fastenings, openings, and design modifications.
Adaptive clothing offers numerous benefits:
- Enhanced comfort: Specially designed fabrics and cuts ensure maximum comfort for individuals with various disabilities and health conditions.
- Improved accessibility: Features like magnetic closures, Velcro fastenings, and easy-open necklines simplify the dressing process for those with limited mobility.
- Increased independence: Adaptive clothing empowers individuals to dress themselves with minimal or no assistance, boosting their confidence and independence.
- Versatility: These garments are suitable for a wide range of needs, from post-operative care to age-related requirements, making them a versatile addition to any wardrobe.
In January, Primark announced its goal to make adaptive fashion more affordable and accessible on the high street. The retailer aims to create a more inclusive shopping environment for its disabled colleagues and customers. Primark has also expanded its product ranges to include post-surgery underwear, menopause ranges, period underwear, and swimwear, maintaining its renowned value.
In 2023, Victoria Jenkins was recognized by British Vogue on its annual Vogue 25 list and named the second most influential disabled person on The Shaw Trust Disability Power 100. Jenkins is a passionate disability advocate, speaker, and writer. Alongside her work in adaptive fashion, she is an ambassador for Models of Diversity and Purple Tuesday and a patron of icandance and Path to Success.
Victoria Jenkins will bring her extensive expertise to the Primark team, with more details on the partnership to be revealed later this year.
