Primark is to mate with award-winning dynamic custom and illness advocate, Victoria Jenkins, to create dynamic fashion affordable to everyone.
Victoria has more than ten years of experience in the style sector, and she founded her award-winning dynamic clothing brand, Unhidden, in 2016 as part of her effort to restore common style through the lens of her own journey with disability.
Unhidden released its first selection in 2020, and it has since become the first dynamic model to exhibit at London Fashion Week and to become a member of the British Fashion Council.
Following the release of its first dynamic underwear set in January, Victoria will function with Primark to produce more adaptive clothing.
” We’re happy to become working with Victoria, who has long been like a vocal advocate for equitable fashion and common style across the business,” said Ann Marie Cregan, Primark Trading Director.
Like us, Victoria is incredibly excited about making trend available to everyone, and we look forward to working together to advance our goal of making more visible, adaptable clothing on the high street.
Victoria Jenkins continued,” I am thrilled to be working with Primark as part of my mission to bring cheap, adaptive clothing to the high road.
” I am excited to work with Primark to deliver this to life by acknowledging the needs of the impaired and severe sick area and acting on it in such a significant method is going to be life changing for millions of people,” said I am.
In the UK, there are approximately 16 million people who are disabled, and more than half ( 59 % ) would purchase more adaptive clothing if it were available in traditional retailers, according to research from Primark and the Research Institute for Disabled Consumers. Nearly two thirds ( 62 % ) of people living with a disability in the UK currently said it was challenging to find clothes to wear because of their disability, health condition, or impairment.
Adaptive clothing is designed to accommodate the comfort and access needs of a wide range of disabilities, chronic health conditions, age-related needs and post-operative patients. This is accomplished by adapting both the design and the fastenings and openings.
Universal design is the creation of goods that are user-friendly.
More details about the partnership will be revealed later this year. Victoria will bring her extensive knowledge to the Primark team in this area.
Primark made its goal clear in January to increase the availability and affordability of high-street fashion in the market. It outlined plans to make the workplace and store more accessible in order to better meet the needs of its disabled employees and customers.
Primark has recently expanded its product ranges to include more specialist items like post-surgery underwear, menopause ranges, period underwear, and swimwear all at the same great value it is known for.
Victoria was named the second most powerful disabled person on The Shaw Trust Disability Power 100 and named second in British Vogue’s annual Vogue 25 list in 2023.
She is a passionate disability advocate, speaker and writer. Jenkins is a supporter of icandance and Path to Success as well as her leading work in adaptive fashion.
Note: The content of this press release has not been edited by Fibre2Fashion staff.
Fibre2Fashion News Desk ( RM )