Primark is to partner with award-winning adaptive designer and disability advocate, Victoria Jenkins, to make adaptive fashion affordable to everyone.
Victoria has more than a decade’s experience in the fashion industry and founded her award-winning adaptive fashion brand, Unhidden, in 2016 as part of her mission to normalize universal design through the lens of her own journey with disability.
Unhidden launched its first range in 2020 and has gone on to be the first adaptive brand to become a member of the British Fashion Council and show at London Fashion Week.
The new partnership, which was brought together by Damian Hopkins CBE of PDS Radius Brands, will see Victoria work with Primark to introduce more adaptive clothing following the launch of its first adaptive underwear collection in January.
Ann Marie Cregan, Primark trading director, said: “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.
“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.”
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 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.”
Around 16 million people live with a disability in the UK and, according to research from Primark and the Research Institute for Disabled Consumers, more than half (59%) would buy more adaptive wear if it was available in mainstream retailers. Currently, almost two thirds (62%) of those living with a disability in the UK said it was difficult to find clothes they feel comfortable and happy in because of their disability, health condition or impairment.
Adaptive clothing is 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.
Universal design is the process of creating products that are accessible to everyone.
Victoria will bring her extensive expertise in this space to the Primark team and more details on the partnership will be revealed later this year.
In January, Primark unveiled its ambition to make adaptive fashion more affordable and easier to buy on the high street. As part of this vision, it outlined plans to become a more accessible place to work and shop, to better serve the needs of its disabled colleagues and customers.
In recent years Primark has expanded its ranges to offer more specialist products including post-surgery underwear, menopause ranges, period underwear and swimwear but still at the same great value it is famous for.
In 2023, Victoria was recognised by British Vogue on its annual Vogue 25 list and was named second most influential disabled person on The Shaw Trust Disability Power 100.
She is a passionate disability advocate, speaker and writer. As well as her leading work in adaptive fashion, Jenkins is also an ambassador for Models of Diversity and Purple Tuesday and is a patron of icandance and Path to Success.
