Primark unveils adaptive lingerie collection

Clothing retailer Primark has introduced its adaptive lingerie line, showing a commitment to enhancing fashion accessibility and affordability.

Launched in response to research revealing that three in five disabled individuals in the UK struggle to find comfortable clothing, the four-piece collection includes a seam-free bra, lace bralette, black briefs, and period pants.

Co-designed with technical specialists, the lingerie has small adaptations like easy closures, discrete magnetic clasps, and Velcro to enhance practicality and comfort.

Charlie Magadah-Williams, Head of Diversity and Inclusion at Primark, stated, “Our first adaptive lingerie collection has been two years in the making but we’ve got big ambitions to go further. This is more than a new range for us – it’s the start of looking at how we are supporting our disabled customers and colleagues and understanding what more we can do to make Primark a more accessible place to work and shop.”

The adaptive lingerie collection marks the initial step in Primark’s broader commitment to introduce various adaptive product ranges throughout the year. The retailer also promises to enhance its in-store experience for disabled customers and colleagues, conducting surveys, and collaborating with accessibility experts to create a more inclusive environment. Primark’s adaptive lingerie is available in 64 UK stores.