Primark: Changing lives with a high-street first

Despite close to a quarter of the UK living with a disability, 80% of disabled people feel excluded from buying fashionable clothes.

We joined Primark on its mission to right that wrong and bring adaptive fashion to the high street for the first time.

Primark partnered with fashion designer and disability campaigner, Victoria Jenkins, to create its first full collection of adaptive clothing, clothes that are designed to make dressing simpler for people with a diverse range of needs – from magnetic zippers and snap fastenings to hidden openings for tube, stoma or catheter access.

We harnessed the stories of Victoria, who once feared she would never see adaptive fashion on the high street in her lifetime, and young model Elliot Caswell, who has cerebral palsy and said the range was “life changing”, to deliver more than 60 pieces of message-rich coverage and 67 million opportunities to see.
This included a hero broadcast package with the BBC, narrated by Elliot, and a feature of the range on ITV This Morning.

It meant that the global fashion giant, which has always stood for making clothing accessible and affordable for everybody, could now claim to do that for every body.