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Primark has launched its first fully integrated UK brand campaign, including its debut television advert, to support a refreshed women’s denim range.
The autumn/winter collection went on sale on 1 September across all 197 UK stores and via Click and Collect. It follows more than a year of work to improve fit, sizing and style options, as well as changes to fabrics and production.
The campaign, titled In Denim We Can, marks a milestone for the retailer. The TV spot features women in denim during morning routines, set to The Slits’ 1979 cover of I Heard It Through the Grapevine. It will run for six weeks across TV, outdoor, digital and in-store channels.
Among the updates to the range are standardised waist and leg lengths, a new base size and adjusted proportions for more consistent fits. The line-up includes 10 core styles, such as skinny, straight, barrel and wide leg, alongside denim jackets, shirts and tops.
Primark said all the jeans in the campaign use either recycled cotton or cotton from the Primark Cotton Project. Three of the styles have been designed to be circular, meaning they avoid elastane and metal rivets so they can be more easily recycled.
Primark said the collection builds on its year-round denim offer, which includes maternity and adaptive options. The adaptive range features jeans designed to be easier to get on and off, with discreet adjustments such as waistband pulls, poppers and openings for tube access.
The retailer is also updating its in-store denim sections, which will be rolled out later this year, to highlight the refreshed range.
Mary Lucas, womenswear trading director, said: “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.”
Matt Houston, chief customer and digital officer, 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. With our first fully integrated campaign and TV spot, we’re looking to reach more people and remind them what Primark is all about.”
