Adaptive Fashion Launch

Client: Primark

Nearly a quarter of the UK population lives with a disability, yet fashion has historically excluded them. In January, onepointfive partnered with Primark to challenge that norm, launching its first full Adaptive Clothing Collection-a milestone in making inclusive fashion mainstream.

Designed with adaptive fashion expert Victoria Jenkins, the range offered exceptional practicality and style. To celebrate, we created an experience that went beyond a product launch, it made a cultural statement, welcoming 60 influential voices from media, creators, and the disabled community, turning representation from words into action. Tone and positioning were critical. We approached this with sensitivity, aware of the scrutiny high street retailers often face in purpose-led spaces. Every decision was intentional - avoiding tokenism or preachiness and focusing on authenticity. Attention to detail was non-negotiable; any misstep could undermine trust. From accessibility measures to storytelling, we ensured the experience was inclusive and respectful. Inspired by a fashion studio, the experience was styled as a vibrant ‘work in progress,’ symbolising the collection’s development journey. Guests explored interactive zones, bold imagery, and a live “mood board” curated by Jenkins, alongside campaign models in photo shoot-style vignettes. Accessibility was embedded into every detail, with community consultants involved throughout. Real stories about how the community shaped the collection-and opportunities for feedback- were integrated at every touchpoint, creating a genuine dialogue and an ongoing feedback loop beyond the event. This activation didn’t just launch a collection-it set a benchmark for accessible events and positioned Primark as a progressive leader in inclusive fashion.