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Primark with a new collection in the style of the Lion King
Victoria Jenkins has over ten years of experience in the fashion industry. In 2016, she founded her brand Unhidden, with a mission to normalize universal design, inspired by her personal story with disability. The first Unhidden collection entered the market in 2020 and thus became the first adaptive brand to become a member of the British Fashion Council and present at London Fashion Week.
In 2023, Victoria Jenkins was recognized by British Vogue as one of the Vogue 25 and named one of the most influential people with disabilities on The Shaw Trust Disability Power 100 list. Victoria is actively involved in disability issues. Additionally, she is a speaker and writer, ambassador for Models of Diversity and Purple Tuesday, and patron of icandance and Path to Success.
– We are extremely proud to collaborate with Victoria, who has been an advocate of inclusive fashion and universal design across the industry for years. Victoria, like us, is committed to making fashion accessible to everyone. We look forward to learning from her and having a fruitful collaboration, says Ann Marie Cregan, Chief Commercial Officer at Primark.
– I am delighted to be working with Primark, which is part of my mission to introduce affordable adaptive fashion to the general public. The fact that Primark recognizes the needs of people with disabilities and long-term illnesses and takes concrete action on these issues has the potential to significantly improve the lives of millions of people. I look forward to working together with the brand to realize this vision with joy and excitement, comments Victoria Jenkins.
Adaptive clothing is designed to meet the diverse comfort and accessibility needs of people with disabilities, chronic conditions, age-related needs and post-surgical patients. This allows the use of special fasteners, cutouts and structural modifications. Partnering with Primark, Victoria will share her wealth of knowledge in this area, with more details about the partnership to be revealed later this year.
In January, Primark announced ambitious plans to make adaptive fashion more affordable and accessible. The company is committed to creating workplaces and stores accessible to all to better meet the needs of its employees and customers with disabilities. In recent years, Primark has expanded its range to include specialist products such as post-operative, menopausal, menstrual underwear and swimwear, while maintaining the affordable prices for which it is known.
Primark is an international clothing retailer employing over 80,000 people. employees in 17 European countries and the USA. It was created in Ireland in 1969 under the Penneys brand. It offers everyday items, women's, men's and children's clothing, cosmetics, home furnishings and accessories. It currently has 440 stores worldwide and the goal is to reach 530 stores by the end of 2026.
