Primark launches first UK TV advert showcasing denim collection

The campaign dubbed “in denim we can” aligns with the launch of its new and improved autumn/ winter women’s denim collection.

Over the past year, Primark has been taking on customer feedback to improve its denim collection to refine fit, sizing, styles and quality while being affordable.

The collection is available from September 1 across all UK stores and via click-and-collect.

Months of testing has led to creating a range of 10 hero jean styles including skinny, straight cut, barrel, wide leg, in addition to denim jackets, shirts and tops.

Three of the 10 pairs of jeans in the collection are circular and designed to be more easily recycled when they reach the end of their life.

In-store denim areas will also have a new look and feel which is due to be rolled out later this year, making it easier for customers to browse and try on.

The campaign will run for six weeks across TV, outdoor, in-store, digital and out of home, which Primark says “spotlights the confidence and joy of great-fitting denim” at great prices.

Primark womenswear trading director Mary Lucas 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.”

Primark chief customer and digital officer Matt Houston 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.”