Primark partners with Victoria Jenkins to expand adaptive clothing offerings, enhancing accessibility in fashion.
- This initiative follows Primark’s initial launch of adaptive lingerie, designed for ease of use with magnetic closures.
- Victoria Jenkins, founder of Unhidden, is a pioneering figure in adaptive fashion, now collaborating with Primark.
- The partnership, facilitated by Damian Hopkins CBE, aims to bring affordable adaptive fashion to mainstream markets.
- Details of this collaboration will be disclosed later, highlighting a commitment to inclusivity in fashion.
Primark has embarked on a significant collaboration with Victoria Jenkins, a renowned designer and advocate for disability fashion. This strategic partnership aims to broaden the availability of adaptive clothing, making fashionable apparel more accessible to individuals with disabilities.
Earlier this year, Primark introduced its inaugural line of adaptive lingerie, notable for incorporating easily-accessible magnetic closures. These features significantly aid individuals with physical challenges, streamlining the process of dressing and undressing.
Victoria Jenkins, who established her brand Unhidden in 2016, has been a trailblazer in the adaptive fashion sector. Her brand gained prominence with its debut collection in 2020 and achieved the distinction of being the first adaptive brand showcased at London Fashion Week and receiving membership with the British Fashion Council.
The collaboration with Primark is guided by Damian Hopkins CBE of PDS Radius Brands. Jenkins is set to infuse her vast expertise into Primark’s adaptive clothing line, with more details anticipated later this year. This partnership illustrates a shared vision to integrate inclusivity more thoroughly into mainstream fashion retailer offerings.
Ann Marie Cregan, Primark’s trading director, expressed a mutual passion with Jenkins for making fashion inclusive, highlighting the brand’s ambition to further affordable adaptive fashion. Jenkins reciprocated with enthusiasm, acknowledging Primark’s initiative as potentially transformative for many in the disabled and chronically ill communities.
This collaboration between Primark and Victoria Jenkins is poised to revolutionize accessibility in fashion through innovative, adaptive designs.
