Primark is making inclusive fashion more accessible than ever with the launch of its first "adaptive" clothing range for men and women, created in collaboration with award-winning adaptive fashion designer and disability advocate Victoria Jenkins. It is a 49-piece collection, tailored to the diverse and unique needs of disabled customers.
This range represents a bold step toward hyper-personalized, customer-focused design on the high street. The adaptive clothing line prioritizes functionality without sacrificing style or affordability, catering to the growing demand for clothing that reflects the individuality and comfort requirements of disabled people and those with temporary disabilities.
Listening to customers
Primark’s launch is underpinned by an understanding of the unique challenges faced by disabled customers. Research conducted by Primark in partnership with the Research Institute for Disabled Consumers (RiDC) reveals that 75 percent of disabled individuals find it difficult to source accessible clothing, with 80 percent feeling excluded from mainstream fashion. More than two in five (42 percent) even reported canceling plans because they couldn’t find clothing that worked for their needs.
By placing customer feedback at the center of the design process, Primark ensured the collection is deeply rooted in real-world experiences. Victoria Jenkins, founder of adaptive fashion brand Unhidden, worked closely with focus groups and accessibility advocates to craft pieces that prioritize comfort, ease of use and style.
“Disabled people face so many barriers in their lives and clothing shouldn’t be one of them,” Jenkins shared. “This collection addresses those barriers with functional yet stylish designs that empower people to feel confident and express their individuality.”
What do the hyper-personalized features include?
The collection includes a wide range of adaptive design features based on customer insights and needs, offering solutions to common dressing challenges:
- Magnetic closures for easier dressing for individuals with limited dexterity.
- Hidden openings to accommodate medical devices, including stomas, tubes and catheters.
- Waist loops and pull tabs to make trousers easier to put on.
- Shortened hems and adjusted fits for seated individuals, ensuring comfort and reducing fabric bunching.
- Soft, friction-free fabrics ideal for sensitive skin or extended wear.
For example, the women’s trench coat features practical adjustments like magnetic-fastening pockets and adjustable hemlines, with a seated version designed to eliminate discomfort for wheelchair users. Similarly, the men’s straight-leg jeans feature magnetic buttons, waistband pulls and discreet tube-access pockets, blending style with functionality.
What are the benefits of adaptive clothing?
Ann-Marie Cregan, trading director for Primark, emphasized that the adaptive collection is about ensuring everyone can find clothing that reflects their needs and personal style.
“At Primark, we believe in making fashion affordable and accessible for everybody and every body. This collection focuses on giving customers a choice — a chance to wear stylish, functional clothing that works for their individual needs without compromising on affordability,” she said.
Primark’s commitment to empowering its customers is also evident in its efforts to make the shopping experience seamless. For those purchasing through Click & Collect, dedicated store staff are available to assist customers in accessing and trying on the range. Also, the retailer’s collaboration with NaviLens ensures visually impaired customers can scan product signage for detailed information in their local language.
Customer-centric innovation
The collection’s creation was guided by extensive input from members of the disabled community and insights from accessibility experts.
As Charlie Magadah-Williams, head of diversity and inclusion at Primark, explains: “We’ve challenged ourselves to approach this collection through the lens of our customers’ lived experiences. Every detail — from the features on the clothes to how they’re displayed in stores — has been designed with customer feedback in mind. This is about putting people first, empowering them to feel seen, heard and represented.”
Primark has partnered with key organizations, including the Business Disability Forum and AccessAble, to enhance accessibility throughout its business. AccessAble’s Detailed Access Guides, developed for all Primark stores in the UK and Republic of Ireland, helps disabled customers plan their visits with confidence.
According to research from AccessAble, 90 percent of disabled people look for accessibility information before visiting a store for the first time, highlighting the importance of these guides in creating a more inclusive retail experience.
A new era of personalization in fashion
Victoria Jenkins hopes the success of this collection will inspire the fashion industry to embrace greater personalization for all customers. “No one wants to feel like their needs or individuality are being overlooked,” she said.
“This collection allows disabled people to express themselves while feeling comfortable and confident. It’s a step forward in making fashion a space for everyone.”
Primark’s adaptive collection reflects a broader shift toward customer-centric design on the high street. From adaptive features that solve everyday challenges to inclusive marketing campaigns celebrating models with disabilities, the range puts individuality, comfort and style front and center.
Quick links:
- Customer spending has dipped, show ONS stats
- Ipsos consumer survey confirms growing concern for digital accessibility in CX
- Customer-centric companies achieve 2x revenue growth, says McKinsey
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