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Primark launches Adaptive fashion range with Victoria Jenkins

Primark has unveiled a new affordable 49-piece adaptive clothing range for men and women which includes wardrobe staples based on Primark’s bestsellers – from trench coats and tees, to jumpers and jeans, all with features designed around the needs of disabled people or those experiencing temporary disability.

The new collection, which has been developed with award-winning adaptive fashion designer and disability campaigner, Victoria Jenkins, founder of Unhidden, will be available from Tuesday 28th January in 31 stores nationwide and through the 113 UK stores offering Click & Collect.

The collection’s adaptive features are designed to make dressing simpler, from magnetic zippers and snap fastenings to waist loops that help to pull up trousers and hidden openings for tube, stoma or catheter access. There is also a range of options for people who are seated, such as wheelchair users. Created to reflect a diverse range of needs, the collection was shaped through a series of focus groups and hands-on fit sessions with members of the disabled community.

Despite 24% of people in the UK living with disability*, new research commissioned by Primark in partnership with the Research Institute for Disabled Consumers (RiDC), shows that three quarters (75%) find it difficult to get accessible clothing. Seven out of ten (70%) of those surveyed state they must spend more on clothing that meets their needs while 80% say they feel excluded from buying fashionable clothes.

The findings highlight the challenges and frustrations that come from not being able to find the right clothing. Three quarters (75%) said that this has led to them being in a situation where they have felt uncomfortable, such as in social settings, on holiday or attending weddings. Two in five (42%) said that they often cancel plans due to difficulties in finding the right clothing.

About the collection

The 49-piece collection includes wardrobe staples for women and men as well as nightwear and underwear. Highlights are:

• Women’s trench coat, (£40); also available in seated style (£30): A smart and stylish coat, ideal for transitioning through the seasons, featuring magnetic-fastening pockets, zip sleeves, an attached belt and an adjustable popper hem. There is also a cropped version of the trench for people who are seated.
• Women’s poplin shirt, (£18): A smart white shirt in a poplin material that features accessible openings and tube access.
• Women’s V-neck knitted jumper, (£24); also available in seated style: This sage green knitted jumper incorporates a double-ended zip sleeve and thumb holes, offering flexibility typically not available in knitwear. The seated version of this jumper has a shorter hem at the front.
• Men’s oxford shirt, (£16); also available in seated style: This pinstripe blue shirt features a side seam opening, popper sleeve fastenings and tube access on the front pocket, with a seated version with shorter hems and sleeves also available.
• Men’s straight leg jeans, (£14); also available in seated style: Featuring magnetic button closures, waistband pulls, and tube-access pockets, with the seated version featuring a longer back hem, ankle-cut leg and side zip.
• Men’s padded gilet, (£12): This padded black gilet features a magnetic zip, large pockets for medical devices and tube access.
• Women’s ribbed nightwear top (£12) and wide leg trousers (£14): These soft ribbed lounge top and wide leg trousers are Victoria Jenkins’ top pick of the collection. They feature poppers on sleeves and legs, tube-access pockets, and waistband loops for easier dressing.
• Women’s leisure zip through top (£20) and straight leg bottoms (£16): This tracksuit features a magnetic zip, pockets with tube access, larger pockets for medical devices and accessible openings.

Shot by photographer Esme Moore, Primark’s marketing campaign for the collection features models with a range of disabilities and celebrates the style, comfort and freedom found in finding clothes that suit your needs.

Informed by experts

The collection builds on the success of Primark’s first adaptive lingerie range, launched in January 2024, which was unveiled alongside plans to improve accessibility for customers and colleagues. This includes offering more accessible products, creating inclusive store environments, fostering a culture of accessibility, and ensuring diverse representation across its campaigns.

To drive this forward, Primark has partnered with a number of organisations and consultants including the Business Disability Forum, Dr. Shani Dhanda, Purple Tuesday and AccessAble, who have developed Detailed Access Guides for all Primark stores in the UK and Republic of Ireland to help customers plan their visits with confidence.

Last updated Friday 21 February, 2025