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.”