Primark has teamed up with disability advocate Victoria Jenkins to introduce more adaptive clothing to its stores, following the brand’s first adaptive product range launch in January.
The retailer’s initial adaptive clothing range consisted of a lingerie collection, featuring four items with magnetic closures – a seam-free bra, lace bralette, brief and period pants brief.
Further details of Jenkins’ partnership with the fast fashion giant, brought together by PDS Radius Brands founder Damian Hopkins CBE, are set to be revealed later in the year.
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The disability campaigner founded her award-winning adaptive fashion brand, Unhidden, in 2016 as part of her mission to normalise universal design through the lens of her own experience with disability.
Jenkins said: “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.”
Primark trading director Ann Marie Cregan added: “”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.”
The move comes after Primark outlined plans to become a more accessible place to work and shop in January, in a bid to better serve the needs of its disabled staff and customers.
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