Primark expands adaptive fashion offering with designer Victoria Jenkins

Primark continues to support, create and promote fashion for people with disabilities.

The fashion/lifestyle retail giant is now expanding its partnership with specialist designer and disability advocate Victoria Jenkins “to make adaptive fashion affordable for everyone”.

The ongoing collaboration will now see Jenkins work with the retailer’s design team to introduce more customisable clothing, following the launch of its first underwear collection in January.

The collection is designed to “meet 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 custom closures and openings, as well as design changes.

The retailer said more details about the partnership will be announced later this year.

Jenkins is the founder of adaptive fashion brand Unhidden and Primark said the latest development “continues her mission to normalise universal design through the lens of her own journey with disability”.

Ann Marie Cregan, Primark Trading Director, added: “Like us, Victoria is passionate about making fashion accessible to everyone and we look forward to learning from her and working together to accelerate our ambition to bring more affordable, adaptive fashion to the high street.”

Jenkins also said: “By Primark recognising the needs of the disability and chronically ill community and acting on them in such a meaningful way, it will be life-changing for millions of people.”

Unhidden launched its first collection in 2020 and became the first adaptive brand to join the British Fashion Council and show at London Fashion Week.