Primark has unveiled its first-ever fully integrated UK brand campaign that comes with a debut TV spot. Backing its new AW25 women’s denim collection, the campaign highlights the importance of the British market to the brand.
The six-week In Denim We Can campaign launches 1 September, across TV, digital, outdoor and in-store, with a dance-led TV spot set to The Slits’ 1979 cover of I Heard It Through the Grapevine.
Denim is a big feature of the transitional season and of the wider AW season and beyond as can be seen from various initiatives at all price levels. Think Topshop/Topman’s new ‘denim hub’ in its physical space in Liberty, Diane von Furstenberg’s denim capsule, Louis Vuitton’s inclusion of new denim in its latest men’s collection, or KappAhl’s doubling down on its sustainable denim.
Primark, which sees over 2 million people shopping at one of its stores every week, said that with global denim sales forecast to grow by 7.5% over the next five years, it’s “setting its sights on becoming the go-to destination for denim” this season.
The new campaign “celebrates quality, fit and affordability, proving great jeans don’t have to come with a premium price tag”.
It features 10 hero jean styles alongside a line-up of denim jackets, shirts and tops, and as would be expected given Primark’s overall pricing, affordable style is at the forefront with its new ‘Major Find’ promotion, starting with the £12 100% cotton Palazzo jean.
The styles in focus are available as of this week across all UK stores and via the retailer’s now-well-established click & collect service.
As mentioned, this is a UK TV campaign debut for the brand and the dance-led spot follows women moving through their morning routines in Primark denim. Running for six weeks across TV, out-of-home, in-store and digital, “the campaign spotlights the confidence and joy of great-fitting denim, all at the prices Primark is famous for”.
The company said it has listened to customer feedback and spent over 12 months improving the fit, sizing consistency and style options across its denim.
Its new collection introduces a new base size, standardised waist and leg lengths, and “refined proportions to deliver more consistent, flattering fits”.
The pieces are also made with cotton that’s either recycled or from the Primark Cotton Project. Three of the 10 pairs of jeans are also “circular” and made without elastane or metal rivets so they can be more easily recycled when they reach the end of their life.
In-store, the denim focus also means a refresh of denim areas, with a new look and feel set to roll out later this year, “making it easier for customers to explore and try on the improved fits and styles”.
Mary Lucas, womenswear trading director at Primark, said: “With this collection we’re raising the bar on our denim. The team has obsessed over every detail – from the fabric and fit, through to the wash and the stitching. [It’s] denim that works for more people, at a price that’s accessible to as many as possible.”
Matt Houston, chief customer and digital officer, added: “Primark denim is already a firm favourite with millions of UK shoppers, but we know many consumers are still spending more than they need to on jeans and that Primark isn’t top of mind when it comes to denim. Over recent years we’ve begun to build strong connections with our customers through our social and digital channels and, with this our first fully integrated campaign and TV spot, we’re looking to reach more people and remind them what Primark is all about – showcasing the quality, style and incredible value that can be found in our denim.”
A partnership between Agromethod Labs and CITEVE is advancing hydroponic cotton cultivation, a project that could make Portugal the only country in Europe to host the entire cotton value chain, from fibre to clothing.
Agromethod Labs was founded earlier this year with the mission of developing more sustainable, future-oriented agricultural solutions. Its founder, Raquel Maria, a chemist by training with a long track record in academic research, explains that the impetus to create thestart-upstemmed from a personal concern.
“Academia allows us to change the world on a small scale. I felt it was time to bring that knowledge into the real world and have a greater impact on future generations,” she told Portugal Têxtil.
Although Agromethod Labs works across several fields, cotton quickly stood out, building on previous research, notably by researcher Filipe Natálio, currently at the Applied Biomolecular Sciences Unit (UCIBIO) of the School of Science and Technology at Universidade Nova de Lisboa (NOVA FCT). “But we want to continue working on other types of crops and other seeds. Agromethod Labs is bigger than cotton,” she says.
Approaching CITEVE marked a turning point. According to the founder, the hydroponic cotton project “was very much on paper” and required initial investment and a solid technological partner. “CITEVE was decisive. It came along at the right time and finally gave us the opportunity to get started with something that we had already thought about extensively, but which was not yet in a position to move forward,” she says.
The collaboration has made it possible to implement a functional mini pilot, already with measurable results, and to prepare the next phase: a larger-scale pilot that will incorporate vertical farming to maximise the production area.
Advantages and challenges
Hydroponic cultivation offers significant advantages, notes Raquel Maria. “We can grow anywhere in the world, without reliance on sunlight and without geographical limitations,” she explains. It also enables continuous production. “We are no longer limited to a single annual harvest. We can get three or four harvests a year,” she says.
Early results also show improvements in the fibre. “We have obtained cotton with better mechanical properties and greater whiteness, which can reduce some stages in textile processing,” says Raquel Maria.
Even so, the founder of Agromethod Labs recognises that there are challenges, particularly in terms of costs, since this cultivation technique is more expensive. However, incorporating vertical farming in the new pilot could help. “If we double the production area, we can get closer to the economic viability we want,” she believes. Considering the higher costs and added value of the fibre, the raw material produced “in the initial phase will be directed to specialised markets,” she says.
The small-scale production carried out in a room at CITEVE has already made it possible to produce yarn from hydroponic cotton. The next symbolic goal will be “to make a T-shirt and be able to say that it was made with cotton produced in Portugal would be wonderful,” confesses Raquel Maria.
With expansion planned for the next six months, the aim will be to significantly increase production and take an important step closer to the market. According to the founder of Agromethod Labs, the Portuguese textile industry has already started to show enthusiasm. “There have been several expressions of interest. We are completely open to collaborating with Portuguese companies,” she says.
However, the ambition goes beyond fibre production. “Portugal could be the only country in Europe to have the entire value chain- from raw material to end product- in a single territory. That would be a milestone for the country,” concludes Raquel Maria.
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Dancing in the Clouds: the 2026 colour designated by the Pantone Color Institute is Pantone 11-4201 Cloud Dancer: “A neutral shade of white that fosters calm, clarity, and a creative breathing space in a world full of noise.”
Pantone 2026
Pantone’s website crashed as the countdown ended, while the announcement on social media showed a woman dressed in white, gazing dreamily at a cloud-filled sky.
Since 1999, beginning with Cerulean Blue, Pantone’s global experts have been naming the Color of the Year, the shade they believe will become prevalent across fashion, food, design, and entertainment; in 2026, that mantle falls to Cloud Dancer.
Cloud Dancer is a blank canvas on which to begin anew, explained Leatrice Eiseman, executive director of the Pantone Color Institute: “An invitation to open new paths and new ways of thinking.”
The mood is clearly one of serenity and an invitation to open new chapters; the election in New York of the young mayor Zohran Mamdani could be an example of this new philosophy. And yet, given the recent political climate in the US under Donald Trump, some, such as New York Times fashion editor Vanessa Friedman, have raised the possibility of MAGA and anti-DEI instrumentalisation, since the white of 2026 has ‘wiped out’ the 2025 colour, Mocha Mousse, a light brown between cappuccino and chocolate.
“Skin tones did not influence this at all,” Laurie Pressman, president of the Pantone Institute, was quick to point out, noting that Pantone has already received similar questions about other recent choices. “With Peach Fuzz in 2024 and then with Mocha Mousse 2025, we were asked whether the choice had anything to do with race or ethnicity. That’s not how it works. We try to understand what people are looking for and which colour can hopefully provide an answer.” And so Pressman invites us to look beyond metaphors: “It’s a softer white,” she said, describing the hue. “It isn’t a pure white, it isn’t a technical white, it isn’t that optically very bright white that, if we think back to the post-Covid period, people were seeking. This is deliberately an unbleached white, a very natural-looking white.”
Meanwhile, the launch of Cloud Dancer has attracted a host of brands eager to keep pace: Hasbro’s Play-Doh has created a tub of Play-Doh in this hue, while Post-it has released pads in the same shade as part of its Neutrality Collection; and the Mandarin Oriental luxury hotel chain will centre its afternoon tea and spa experiences on this minimalist colour. Spotify has also come on board, in its first collaboration with Pantone, creating a multisensory experience that translates “the emotion of colour” into sound through personalised playlists.
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This is encouraging news for the European outdoor industry. On November 25, Australian biotechnology company Samsara Eco and the European Outdoor Group (EOG) launched the Nylon Materials Collective, a collaboration designed to make high-performance recycled nylon more accessible to outdoor brands. The initiative forms part of a broader drive to accelerate the sector’s transition to a circular textile economy.
Samsara Eco and EOG launch a collective to pool orders for recycled nylon – Samsara Eco
The Nylon Materials Collective is open to all EOG members and will be officially launched ahead of ISPO Munich 2025, where Samsara Eco will showcase its recycled nylon samples. But why did the EOG choose Samsara Eco? Founded in 2021, the Australian company specialises in recycling nylon 6,6 and polyester using enzymatic technologies- a strategy that has set it apart from direct competitors such as Matter, Recycling Technologies and ReCircle.
A collective of small and medium-sized enterprises
The high-performance recycled nylon produced by Samsara Eco is indistinguishable from virgin nylon, a material highly prized by outdoor brands. Despite their environmental ambitions, small and medium-sized players in the outdoor sector still find recycled nylon hard to access. That is why the EOG has joined forces with Samsara Eco: the Nylon Materials Collective is a collaborative demand-aggregation system that enables brands to participate collectively and access recycled materials.
The EOG represents more than 150 European brands – Gore-Tex
And to keep the collective running smoothly, participating companies must share “similar performance requirements, supply chain partners, and material specifications,” in the words of both parties.
Preparing for future regulations
“We want to do everything we can to help more brands access our materials so we can all reap the benefits of the circular economy,” said Sarah Cook, Samsara Eco’s commercial director. “The Nylon Materials Collective will make it easier for outdoor brands of all sizes to access and integrate recycled materials that are identical to the virgin material into future product ranges, whether they have more modest material needs or typically purchase at the fabric level,” she added.
Samsara Eco’s recycled nylon is identical to virgin nylon – Maloja
This partnership also helps brands strengthen their position ahead of forthcoming European regulations on the circular economy, concerning “extended producer responsibility and minimum recycled content obligations.”
Focus on circular materials
Katy Stevens, CSR and Sustainability Manager at the EOG, says: “The Nylon Materials Collective represents an opportunity for our members to work together with innovators like Samsara Eco to facilitate access to recycled nylon and accelerate the industry’s transition to circular materials.”
Samsara Eco uses enzymatic technologies to recycle nylon and polyester – Samsara Eco
For the European Outdoor Group, which represents around 150 brands, retailers, associations, and organisations along the value chain, this partnership is a concrete step to support the sector in its activities, so that it can “give more than it receives”.
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