Primark has made a landmark move with the launch of its first-ever TV advert, featuring affordable denim and inviting a fresh perspective on women’s fashion this autumn. The campaign, entitled “In Denim We Can,” celebrates quality, fit, and affordability—showcasing the work Primark has accomplished over the past year to refine its denim offering for the new Autumn/Winter women’s collection. The advert demonstrates how “great jeans don’t have to come with a premium price tag,” a clear message of style accessibility for today’s budget-savvy consumer.
Affordable Denim for All
Primark’s denim range is anchored around 10 hero jean styles, including the standout £12 100% cotton Palazzo jean, which launches as part of Primark’s ‘Major Find’ promotion. Prices for the new denim styles range from £12 to £22, ensuring accessibility without sacrificing quality. Each piece reflects the retailer’s commitment to making fashionable, long-lasting clothing available to as many shoppers as possible—the collection is now available in all 197 UK Primark stores as well as via Click & Collect.
First-Ever TV Advert and Campaign Highlights
Debuting September 1, the campaign marks Primark’s entry into broadcast advertising with a dance-inspired TV spot set to The Slits’ 1979 cover of “I Heard It Through the Grapevine.” The advert, running for six weeks across TV, digital, out-of-home, and in-store channels, follows women through their morning routines wearing Primark denim. The vibrant movements illustrate the confidence and joy of a perfect fit—reinforcing the versatility and durability of Primark’s jeans.
The campaign is part of Primark’s broader integrated marketing effort, leveraging both traditional and digital platforms. It aims to position Primark as a market leader in affordable, quality denim and to reach over two million UK shoppers each week. With global denim sales forecast to increase by 7.5% over the next five years, Primark is “setting its sights on becoming the go-to destination for denim this autumn/winter”.
Executive Insights and Customer Promise
Mary Lucas, Primark’s womenswear trading director, talks about the brand’s customer-centric approach, saying:
“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”.
Lucas also highlighted the attention to detail and fit:
“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”.
Collection Features and Market Reception
The denim collection includes skinny and straight-leg styles, barrel jeans, wide-leg silhouettes, as well as denim shirts, tops, and jackets in various washes and fits. Primark’s improved tailoring standardizes waist and leg lengths and improves proportions, aiming for a universally flattering fit. The adaptive and maternity lines expand inclusivity, ensuring everyone can enjoy Primark denim.
Key pieces, like the Palazzo jean, have already been recognized as “Major Finds” for their style and value. What’s news is that tests by the University of Leeds showed that a £15 pair of Primark women’s jeans outperformed a £150 designer pair in durability—reinforcing that affordability doesn’t mean compromising on quality.
Conclusion
Primark’s first-ever TV advert signals a bold new chapter for the retailer, championing the confidence, quality, and affordability of its denim range. With “In Denim We Can,” Primark not only sets a new standard for accessible fashion but also empowers shoppers to look and feel their best—proving that great style can truly be affordable.
