Primark Adaptive - Zebedee Helps Primark Unlock The Power Of Inclusive Advertising

Primark Adaptive campaign  featuring a composite of Zebedee models Moeed, Tyler, Renee, Rosie, Fleur & Diana. 

Primark Launches Their New Adaptive Range

Written by Dominic Browning.

Primark have taken their devotion to diversity to the next level with the launch of their adaptive range for people with disabilities this week. 

Designed by and for people with disabilities, this new range of inclusive clothing is a momentous moment on our high street. 

By featuring seven models who represent various disabilities, Primark's Adaptive range showcases a powerful shift toward a more diverse and accessible fashion industry.

The world's population who have a disability make up 19%, this has been a massive un-targeted community that has a spending power of £274 billion here in the UK. With our diverse roster and in-house casting services for models and creatives, Zebedee has assisted Primark with the power to unlock this demographic and target market. 

                                             Zebedee model, Fleur, showcasing the adaptive bra in a light pink colour way. 

"Zebedee is not only dedicated to excellence but also passionate about breaking barriers and redefining representation in the industry." - Lorraine Hilditch, Creative Art Director at Primark. 

"Working with Zebedee Model Agency on the casting process for the Primark Adaptive range has been an extraordinary experience," Loraine shared. "Their dedication to inclusivity and diversity goes beyond words—it’s truly at the core of everything they do. They truly understand the unique needs of inclusive casting and go above and beyond to find talent that authentically represents the Primark ethos." Loraine went on to emphasise the collaboration: "What impressed me the most was their ability to create an environment where everyone feels valued and empowered, no matter what disability or role." Lorraine confirms that the hard work carried out by Zebedee plays a pivotal role in helping brands grow.

By working closely with the Primark team, Zebedee provided fit models for product testing and in-house casting for the adaptive range, including the creatives on set. Zebedee understands the importance of authentic representation, both in front of and behind the camera. A survey by the Fashion Roundtable found that 94.4% of people believe it's important to see bodies like their own reflected in fashion and media images, further emphasising the need for inclusive decision making within fashion brands.

                                   Zebedee model, Elliot, a wheelchair user, showcasing the adaptive grey tracksuit and black gillet. 

"Make it for everybody." - Victoria Jenkins, Unhidden.

The fully accessible collection features inclusive designs crafted to help people with disabilities effortlessly wear fashion items. With magnetic closures for vital fastening ease, discreet access points for medical needs, and specially designed trousers for seated wear for wheelchair users, this adaptive range truly reflects the founder’s commitment to creating fashion that’s for everyone. 

To learn more about the adaptive range, click here.

To read additional material, click here to read The Guardian's Article.

We extend our heartfelt thanks to the incredible Sue Moore for her exceptional casting work on this project, as well as to our talented models, creatives, and the Primark team for their dedication and contributions to this campaign.