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Pledging to make adaptive fashion more affordable and our stores and business more accessible.

OUR STORIES

We’re pledging to make adaptive fashion more affordable, and to make our stores and business more accessible

Our first adaptive lingerie collection has been two years in the making but we’ve got big ambitions to go further.

Primark was founded with the ambition of making fashion more affordable for everyone, and that means representing and responding to the different needs of all our customers. As we’ve grown, our ranges have expanded, and we’re proud to be taking more specialist products and offering them at more affordable prices on the high street. 

Alongside our new adaptive lingerie collection, we have unveiled plans to drive change across our business and stores to better serve disabled colleagues and customers.

Adaptive Lingerie

Adaptive clothing is designed around the needs of disabled people, making it more practical and comfortable, with small adaptations like easy closures, magnetic clasps and the use of materials like Velcro. This new four-piece collection is Primark’s first adaptive product range and we’re committed to introducing more adaptive products and applying inclusive design to more product ranges.

We’re starting with underwear, the first thing you put on under clothes. Our new adaptive lingerie range features four items - a seam-free bra, a lace bralette, a basic brief and a pair of period pants.

We’ve spent over two years working on this and it was co-designed with technical specialists and informed by the experiences and views of disabled people. With prices ranging from £8 to £10, the lingerie is available from 2XS to 2XL and combines discrete magnetic closures with soft fabrics and feminine designs.

Our adaptive underwear collection includes:

  • Seam-free bra: Black seam-free bra featuring recycled nylon with magnetic closures at the front (£10)

  • Lace bralette: Black plunging lace bralette with magnetic closures at the front (£10)

  • Brief: Black brief featuring recycled nylon with magnetic closures at each side (£8)

  • Period pants brief: Black period brief featuring recycled nylon with magnetic closures at each side (£10)

Black seam-free bra featuring recycled nylon with magnetic closures at the front
Black plunging lace bralette with magnetic closures at the front
Black brief featuring recycled nylon with magnetic closures at each side
Black period brief featuring recycled nylon with magnetic closures at each side

In the future, we will introduce more adaptive products, and apply inclusive design to more product ranges. But we know that accessibility goes far beyond the products we offer to our customers, and we continue to learn and push ourselves to go further and faster and make a bigger impact.

The collection is available now in 64 stores across the UK, either in store or via Click + Collect, and will also be available in other selected Primark markets.

Our Commitments

We want Primark to be inclusive for everyone.

We’re proud of the work we have done to date, including working with disabled talent in campaigns, offering dedicated accessible till points and fitting rooms for people with disabilities and empowering the Primark Disability and Neurodiversity colleague network to bring change across the business. And now we’re committed to going further and driving change across our store footprint.

Read all of our commitments here:

Accessible Products

Accessible Products

We’re starting with the first thing we put on under our clothes. Adaptive underwear, now at Primark’s affordable prices. Products that you want or need. Products that are innovative and inclusive, and not always accessible on the high street. This is about looking, and feeling, good every day with great quality products which are affordable to as many as possible. And still, we know we’re not there yet. Today, we’re trialling adaptive underwear in some of our stores across selected markets. In the future, we will introduce more adaptive items, and apply inclusive design to more product ranges. We’ll work in partnership with experts to learn and push ourselves to go further and faster and make a bigger impact. We’re committed to this, and we're only just getting started.

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Accessible Stores

In our stores, we’re committed to creating a more accessible environment for our customers and colleagues. To support us in achieving this, in 2024 we’ll partner with AccessAble, who will review all our stores and offices in the UK and ROI, providing our customers with information to help them make informed decisions about their shopping experience, and providing us with learnings we can apply across our other markets in the future.

Culture of Accessibility

Culture of Accessibility

We’ll conduct a review of our policies and processes, social and communication channels, creating an action plan to make targeted improvements to the accessibility of our customer and colleague experience guided by accessibility specialist Dr Shani Dhanda, the Business Disability Forum and Purple Tuesday.

Inclusive Representation

Inclusive Representation

At Primark, we strive to reflect the beautiful, vast diversity of our customer base through our campaign imagery, and we are proud to work with talent from the disabled community; both in front of, and behind the camera. We will continue to do this.

We have enlisted the help of some experts and leading organisations. We will work with leading disability organisation AccessAble on a detailed survey of our store and office environments in the UK and Ireland, a programme of work with the aim of creating a more accessible environment for customers and colleagues. We are also working with accessibility specialist Dr Shani Dhanda, global disability organisation Purple Tuesday and leading business membership organisation in disability inclusion Business Disability Forum to review policies, processes and channels, enhancing our culture of accessibility throughout the business.

Dr Shani Dhanda, Accessibility Specialist

Brands hold a pivotal role in dismantling these barriers that profoundly impact the daily lives of disabled people. That is why I am delighted to see Primark’s dedication to inclusivity and accessibility. Their comprehensive and holistic approach is poised to address the diverse barriers faced not only by their customers, but also by their colleagues. 

Mike Adams OBE, founder of Purple Tuesday

Purple Tuesday is an initiative that is working to improve the customer experiences of disabled people globally and across industry. We are delighted to be working with Primark as a leading high street retailer on their disability inclusion journey, supporting them to achieve their accessibility goals and remove the barriers faced by disabled people who shop with them.

The campaign features models Emma, Glen and Tegan, with imagery shot by photographer Esme Moore.

This range is the latest as part of Primark’s commitment to supporting and empowering women, making specialised and innovative products affordable and accessible to as many women as possible. Primark’s Supporting Women for Life range includes period pants, a menopause range and post-surgery bras.

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