Primark has launched its first fully integrated UK brand campaign, including its debut TV advert, to support the rollout of its Autumn/Winter women’s denim collection.
Titled In Denim We Can, the campaign positions Primark as a market leader in affordable, quality denim while highlighting improvements in fit, sizing, and style consistency over the past year.
The collection is available from 1 September across all 197 UK stores and via Click & Collect.
Primark reaches more than 2 million UK shoppers each week, and with global denim sales forecast to grow by 7.5% over the next five years, the campaign aims to position the retailer as a go-to destination for autumn/winter denim.
The retailer’s TV spot, running for six weeks across broadcast, digital, out-of-home and in-store channels, features a dance-led creative set to The Slits’ 1979 cover of I Heard It Through the Grapevine.
The business said the advert demonstrates the versatility and reliability of its denim range, reinforcing the brand’s proposition of quality at accessible prices.
Primark womenswear trading director Mary Lucas said: “We’ve always been about helping people look and feel good in their clothes without paying more and with this collection we want to show that you don’t need to pay more to get great fitting, stylish and quality denim.
“A flattering, quality pair of jeans can make you feel incredible, last for years and be the hardest-working piece of clothing in your wardrobe. With this collection we’re raising the bar on our denim and we’re confident it’s our best one yet.”
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The Autumn/Winter collection introduces 10 hero jean styles, including refreshed skinny and straight cuts, as well as fashion-led shapes such as barrel and wide-leg, alongside denim jackets, shirts and tops.
The high street giant has standardised waist and leg lengths, added new base sizes, and refined proportions to deliver more consistent, flattering fits across its ranges.
Short and long-leg lengths are also included on selected styles, enhancing size choice for both stores and Click & Collect.
The retailer says durability and sustainability are key focuses for the collection, with eligible denim longevity-tested, cotton sourced from recycled or project-certified sources, and three hero jeans designed for easier recycling.
Primark chief customer and digital officer Matt Houston added: “Primark denim is already a firm favourite with millions of UK shoppers, but we know many consumers are still spending more than they need to on jeans and that Primark isn’t top of mind when it comes to denim.
“With this first fully integrated campaign and TV spot, we’re looking to reach more people and remind them what Primark is all about — showcasing the quality, style and incredible value that can be found in our denim.”
The retailer says the integrated campaign, spanning TV, digital, out-of-home and in-store channels, builds on its growing social and digital engagement to strengthen brand awareness and customer loyalty.
Primark is also rolling out refreshed in-store denim areas later this year, designed to make it easier for customers to explore and try on the improved fits and styles.
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