Primark unveils debut UK brand campaign for AW denim line

In Denim We Can celebrates the power of denim without the premium price tag and showcases the work Primark has done over the past 12 months to refine fit, sizing, styles and overall quality across its range.

Available across all UK stores and via Click & Collect, the collection brings these improvements to shoppers nationwide, giving them the chance to experience the refined fits and styles celebrated in the campaign.

A campaign first for Primark

The campaign marks a milestone as it includes Primark’s debut UK TV advert. The dance-led spot follows women moving through their morning routines in Primark denim, set to The Slits’ 1979 cover of I Heard It Through the Grapevine. Running for six weeks across TV, out-of-home, in-store and digital, the campaign spotlights the confidence and joy of great-fitting denim, all at the prices Primark is famous for.

Raising the bar on affordable denim

Having listened to customer feedback, Primark has spent over 12 months improving the fit, sizing consistency and style options across its denim. The goal: to prove that affordable denim doesn’t compromise on quality or style.

The new collection introduces a new base size, standardised waist and leg lengths, and refined proportions to deliver more consistent, flattering fits. After months of testing and refining, the range debuts with 10 hero jean styles – from refreshed skinny and straight cuts to more fashion-led shapes such as the barrel and wide leg – alongside a line-up of denim jackets, shirts and tops.

The collection also reflects other changes Primark has been making behind the scenes across its ranges, including putting all the eligible denim through the retailer’s durability framework. All the jeans featuring in the campaign and collection are also made with cotton that is either recycled or from the Primark Cotton Project. Three of the ten pairs of jeans are also circular – designed with the end in mind, crafted without elastane or metal rivets so they can be more easily recycled when they reach the end of their life.

Primark is also refreshing its in-store denim areas, with a new look and feel set to roll out later this year, making it easier for customers to explore and try on the improved fits and styles.

Great quality style at unbeatable value: “Major Finds”

At the centre of the new denim range is the 100% cotton Palazzo jean, priced at just £12 (~$16.7). This hero piece, available in both mid-blue and almost black washes, marks the launch of Primark’s new “Major Finds” price promotion: available in-store and on Click & Collect, Major Finds will offer products or a look reflecting a style of the moment, at unbeatable value. The initiative celebrates what Primark is best known for – great style, great quality, at prices better than ever – but only while stocks last.

Mary Lucas, Womenswear Trading Director at Primark, said: “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. With this collection we’re raising the bar on our denim and we’re confident it’s our best one yet. 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.”

Matt Houston, Chief Customer and Digital Officer at Primark, added: “Primark denim is already a firm favourite with millions of UK shoppers, but we know many consumers are still spending more than they need to on jeans and that Primark isn’t top of mind when it comes to denim. Over recent years we’ve begun to build strong connections with our customers through our social and digital channels and, with this our first fully integrated campaign and TV spot, we’re looking to reach more people and remind them what Primark is all about – showcasing the quality, style and incredible value that can be found in our denim.”

The new collection builds on Primark’s existing year-round denim offer, which includes maternity and adaptive options, and is available in store and online via Click & Collect with prices starting from £9 (~$12.5). Primark’s adaptive range features seated and non-seated jeans – both designed to get on and off with ease, with discreet features including inner waistband pulls, poppers and also openings for tube access. The latest range will launch later this month.

Primark’s Autumn/Winter denim collection is available across all 197 of Primark’s UK stores and on Click & Collect, from 1 September. In addition to the convenience offered by Click & Collect, customers using the service can now also benefit from an extended range of sizes, including short and long leg lengths on selected denim styles, offering even more choices.

Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.

ALCHEMPro News Desk (RM)