Primark commits to inclusivity with adaptive lingerie range

Three female models wearing Primark's adapted lingerie range

Innovation of the Week is a subscriber-only series highlighting retail initiatives that have caught the eye of our team. Every week, we will bring you new ideas and case studies that link to the trends in our Retail Horizon 2024 reports – across consumer, technology, sustainability, and economy, policy and industry.

What is it?

Primark has launched a new adaptive lingerie collection to support those with disabilities. Co-designed with technical specialists and informed by disabled customers, the range features lingerie with discrete magnetic closures, soft fabrics and feminine designs in a wide range of sizes from 2XS to 2XL.

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