Our thinking

Hitting the (Pri)mark

31 January, 2025

At the end of the month, Primark will launch its ‘Adaptive’ clothing range, designed for people with disabilities. Created in collaboration with prominent disabled fashion designer Victoria Jenkins, the range features thoughtfully designed clothing, nightwear and underwear pieces at an affordable price. 

Research commissioned by Primark in partnership with the Research Institute for Disabled Consumers showed that 24% of people in the UK live with a disability. And yet 75% said that they find it difficult to find accessible clothing, and 70% said they must spend more money on clothing to meet their needs, resulting in disabled people often feeling excluded from fashion trends. 

Primark’s new range aims to correct that, providing disabled people with functional, fashionable and affordable pieces. Informed by focus groups and fitting sessions with members of the disabled community, the range includes features like magnetic zippers, snap fastenings, waist loops for pulling trousers up, hidden openings for medical access, as well as options for seated wheelchair users. 

Primark’s ambition to make ‘clothing affordable and accessible to everyone’ comes at a cost. Poor environmental and supply chain practices mean they’re often, rightfully, under scrutiny. But this is nonetheless a bold and important step forward for inclusive fashion, and hopefully one that will be followed. 

By Rosie Serlin