Primark launches first-ever TV ad with focus on affordable denim

Primark is today unveiling its first-ever fully integrated UK brand campaign, complete with a debut TV ad, to launch its AW25 women’s denim collection.

The six-week ‘In Denim We Can’ campaign will run across TV, digital, outdoor and in-store, with the dance-led TV commercial set to The Slits’ 1979 cover of ‘I Heard It Through the Grapevine’.

Primark has spent the past year improving the fit, sizing consistency and style options across its denim, with the aim to prove “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.

At the centre of the new denim range is the 100% cotton ‘Palazzo’ jean, priced at just £12. It’s available in mid-blue and black washes and marks the launch of Primark’s new ‘Major Finds’ price promotion.

Available in-store and via Primark’s Click & Collect service, Major Finds will offer products or a look “reflecting a style of the moment, at unbeatable value”.

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.”

On the sustainability front, all of the jeans featuring in the new collection are made with cotton that is either recycled or from the Primark Cotton Project.

Additionally, three of the 10 pairs of jeans are also described as ‘circular’ and ‘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.

Primark’s AW25 denim collection is available across all 197 of the retailer’s UK stores, and on Click & Collect, from today, 1 September.