Denim is front and center in Primark’s first U.K. television commercial.
Titled “In Denim We Can,” the fully integrated brand campaign “celebrates the power of denim without the premium price tag” and highlights Primark’s revamped women’s denim range.
The retailer has spent the last year improving fit, sizing consistency and style options based on consumer feedback. The new collection introduces a new base size, standardized waist and leg lengths, and refined proportions to deliver more consistent, flattering fits.
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With this collection, Mary Lucas, Primark’s womenswear trading director, said the retailer is “raising the bar” on denim. The range debuts 10 jean styles—spanning skinny, straight, barrel, wide-leg and more—alongside a line-up of denim jackets, shirts and tops. The hero style is a 100 percent cotton palazzo jean available in mid-blue and almost black washes.
“The team has obsessed over every detail—from the fabric and fit, through to the wash and the stitching. We’re so proud of the result: denim that works for more people, at a price that’s accessible to as many as possible,” Lucas said.
The denim collection reflects several of Primark’s sustainable initiatives. The denim was put through the retailer’s new durability framework which covers extended washing and physical quality testing.
Additionally, the jeans featured in the campaign were made with either recycled cotton or cotton from the Primark Cotton Project, an initiative that supports cotton farmers across India, Bangladesh, and Pakistan by helping them adopt farming practices which use less water and fewer chemical fertilizers and pesticides.
Three of the 10 pairs of jeans are also made without elastane or metal rivets so they can be more easily recycled at the end of life.
“We’ve always been about helping people look and feel good in their clothes without paying more and with this collection we want to show that you don’t need to pay more to get great fitting, stylish and quality denim. A flattering, quality pair of jeans can make you feel incredible, last for years and be the hardest-working piece of clothing in your wardrobe,” Lucas said.
