Accessible Primark

At Primark we believe everyone deserves to look and feel good in what they wear. 16 million people in the UK live with a disability, however adaptive fashion - clothing designed with adaptions to meet a wide range of different accessibility needs - has been absent from the high street. Shockingly, it has been widely reported that there are more clothing ranges for dogs than there are for disabled people.  

We wanted to do something about this. In 2024 we set out our ambition to make Primark a more accessible place to work and shop, looking at our stores, the retail environment and our colleague experiences to make everything we do more accessible.   

In January 2025 we proudly became the first retailer on the high street to take steps towards making adaptive fashion mainstream with the launch of a 49-piece adaptive clothing range for women and men created alongside adaptive fashion designer Victoria Jenkins.   

We spent 12 months laying the foundations to our launch, listening and working with the disabled community to ensure our products and campaign hit the spot.  The entire campaign was PR-led with no paid support outside of a small number of influencer partnerships. The response was overwhelmingly positive, securing over 230 pieces of coverage, including The Guardian, The Independent, BBC Breakfast, This Morning and Channel 4’s The Last Leg. Social content reached 4.5M+ accounts, with a 279% increase in average engagement with the initial launch alone.