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02nd Jun 2023

Penneys launch new collection of clothing in time for Pride alongside ‘found family’ campaign

Sophie Collins

“A found family is a term that is used to describe a group of people who support, respect, and care for each other, creating their own unique family unit”

Penneys has launched a new campaign in time for Pride month and this year is celebrating the found family or the connections based on mutual love, support and understanding that many in the LGBTQI+ community find.

The campaign, which will launch across 422 stores in 16 countries, showcases the connection and love of four real found families.

It features four found families from the UK and Germany and the campaign was captured by the people themselves.

A new collection of clothing is launching alongside the campaign and includes colourful slogan t-shirts, sweatshirts and vests, as well as accessories including hats, colourful socks, jewellery and badges.

The collection is available across adults and kidswear with sizes ranging from XS to 3XL and prices starting from €3.

Penneys is also launching a six-piece gender-neutral range which will be available from 2XS – 2XL.

It is designed to be accessible and affordable to as many people as possible and each item is priced at just €4.50.

A spokesperson for the brand says: “The range can be worn as underwear or outerwear and is made from Lycra’s adaptive elastane, offering stretch and recovery properties that mean the base wear fits different shapes and sizes.

“The range includes two tops and one pair of shorts in two designs – a striking cobalt blue, as well as a black base with a rainbow band.”

Charlie Magadah-Williams, Head of Diversity & Inclusion at Primark said: “This year’s campaign is focused on the importance of the found family; the family we find, and the family who find us.

“This can be seen right throughout the campaign, from the beautiful, genuine imagery and storytelling to the inclusive range of products.”

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Explaining the true meaning of a found family, Magadah-Williams said: “A found family is a term that is used to describe a group of people who support, respect, and care for each other, creating their own unique family unit and we wanted to celebrate that.

“With over 70,000 colleagues across our global business, our colleagues have been intrinsic in shaping this campaign and we strive to create a workplace where everyone can be their authentic selves.”

This year, Penneys is celebrating five years of collaboration with ILGA World, the International Lesbian, Gay, Bisexual, Trans and Intersex Association, with a donation of €173,000.

The donation will be used to support ILGA World as they press forward to advance equity and equality for LGBTQI+ people everywhere.

Over the last four years, Primark has donated €550,000 to ILGA World.


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