Penneys honours pledge for more adaptive and affordable fashion as they launch lingerie range for people with disabilities

Jody Coffey

Underwear is just the beginning!

Penneys have announced that their first lingerie collection for people with disabilities is now available at their stores.

The new collection, which has been two years in the making, was created to meet the needs of anyone living with a disability by including specifically designed practical features.

The retailer enlisted the help of technical experts to ensure comfort and accessibility, with small but important adaptations such as using materials like Velcro and having easy closures and magnetic clips.

Adaptive Black Seamfree Brief. Credit: Primark

This new four-piece collection comes as the retailer aims to enact change by promoting inclusivity and diversity throughout their stores.

Behind the launch, Penneys has a drive to make adaptive fashion more accessible and affordable.

This is the first step towards introducing more adaptive products and applying inclusive design to more product ranges.

What is included in the new collection?

The new collection features four pieces of lingerie – a seam-free bra, a lace bralette, a basic brief and a pair of period pants – that each come in soft fabrics and feminine designs.

The lingerie will cater to all bodies as it comes in a range of sizes from 2XS to 2XL.

This collection also meets affordability markers as prices start from just €10.

Adaptive Black Seamfree Crop Top. Credit: Primark

Why is this step so important?

Penneys’ pledge to be more inclusive in their clothing starts with the first essential step in our wardrobe: underwear.

These are products that we all need, but they are not always accessible, practical, or affordable for people who have disabilities.

Trialling adaptive underwear is just a drop in the ocean in the retailer’s plans to make a bigger impact through their clothing to include bodies of all shapes and sizes.

Representation is at the heart of this move, with Penney’s goal being to reflect their vast and diverse customer base through its products.

By introducing underwear that takes the daily challenges of people with disabilities into consideration, this helps to break down barriers that disabled people face in their daily lives.

Adaptive Black Lace Bralette. Credit: Primark

The launch also makes the typically more expensive and limited availability of underwear more affordable and accessible on the high street.

The planning for the collection brought important voices from AccessAble, Purple Tuesday and the Business Disability Forum into the fold, as the retailer partnered with the disabilities experts and organisations for the launch.

Commenting on the launch of this innovative and inclusive lingerie, Charlie Magadah-Williams, Head of Diversity & Inclusion at Primark, this step is just the beginning of more inclusive clothing at the retailer.

“On my first day at Primark I was proudly introduced to the team who were working on our first ever range of adaptive lingerie. Fast-forward 18 months, and our commitment to make Primark more accessible for our colleagues and customers is now a big part of our plans,” she wrote in a LinkedIn post.

“During that time, I’ve seen wonderful people taking bold decisions. Courageous people asking for help. Busy people making space and time to make sure we’re doing everything we can to try to get this right.

“Thoughtful people suggesting new ideas, and ways we can continue to push our own boundaries. And yesterday, I watched and listened to the reactions of our colleagues and customers as they told us about the impact of this product, and the beautiful campaign that supports it.

“Thank you so much to everyone who has helped to make this a reality. You inspire me, every day”