Primark Launches Inclusive Adaptive Lingerie Collection to Enhance Accessibility and Affordability

Primark, the value retailer, has introduced its inaugural adaptive lingerie collection as part of its commitment to making fashion and essential items more accessible and affordable to a broader audience. This four-piece lingerie collection, launched in response to research findings from Primark and the Research Institute for Disabled Consumers, aims to address the struggles faced by three in five disabled individuals in the UK who find it challenging to discover clothing that provides both comfort and happiness.

Co-designed with technical specialists and inspired by the experiences and perspectives of disabled individuals, the adaptive lingerie range includes a seam-free bra, lace bralette, black briefs, and period pants. The collection incorporates small yet impactful adaptations such as easy closures, discrete magnetic clasps, and the use of materials like Velcro, ensuring practicality and comfort.

Charlie Magadah-Williams, Head of Diversity and Inclusion at Primark, emphasized the brand’s dedication to affordability and inclusivity, stating, “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.”

The launch of this adaptive lingerie collection follows two years of development, marking the beginning of Primark’s broader initiative to support its disabled customers and colleagues. The retailer aims to create a more accessible shopping and working environment and plans to introduce additional adaptive product ranges throughout the year.

Research reveals that, with approximately 16 million people in the UK living with a disability, adaptive clothing is essential. However, affordability and accessibility pose significant barriers, with 36 percent finding adaptive clothing expensive, and 24 percent opting to modify non-adaptive clothing to suit their needs. Primark aims to address these challenges by offering affordable adaptive options on the high street.

Heidi Williams De Rincon, Head of Lingerie Buying, expressed pride in the collection, stating, “Everyone should be able to buy underwear that makes them look and feel great, and I’m proud of the work that’s gone into this collection to do just that.”

The adaptive lingerie collection is available in 64 Primark stores across the UK, offering sizes 2XS to 2XL, either in-store or through Click + Collect, with prices ranging from £8 to £10. Primark plans to expand its adaptive offerings and enhance its in-store experience for disabled customers through initiatives like dedicated accessible till points and fitting rooms. The retailer is collaborating with disability organizations and experts to create a more inclusive and welcoming environment.