A new TV spot, loud chatter on TikTok and racks of denim hint at a budget buy changing weekend wardrobes.
Primark has rolled out a UK-first denim campaign and a refreshed fit strategy, and shoppers say the £12 jeans deliver. The mix includes straight, skinny, barrel and wide legs, with a hero palazzo pair drawing queues.
What’s new in primark denim
The value giant launched its first UK TV advert, titled In Denim We Can, on 1 September. The film leans on morning routines, movement and music to showcase a full denim line-up. It fronts jeans priced from £12 to £22 and tees up jackets, shirts and tops in multiple washes.
Behind the scenes, Primark says it reworked fits over the past year. It introduced a new base size. It standardised waist and leg lengths. It tweaked proportions to suit more bodies. The range now spans 10 core jean styles, plus adaptive and maternity options in stores and online to widen access.
Jeans from £12–£22, 10 core fits, a new base size and standardised leg lengths signal a rethink on value denim.
The headline piece is a wide-leg palazzo jean with an elasticated waist. It comes in mid-blue and a near-black wash. It sits within the retailer’s Major Finds push and costs £12. That price aims squarely at pay-day shoppers who want volume without risk.
Why people are talking
Reaction landed fast on social feeds. One creator, Lauren Victoria, shared a brown double-denim look featured in the ad. Her clip passed 250,000 views and drew close to 24,000 likes within days. Comments leaned one way: fans called the co-ord “so cute”, said they were “running to Primark”, and declared the brand “playing strong”.
The draw blends price, silhouette and timing. Autumn brings boots, trenches and heavier fabrics. A wide-leg or straight cut pairs easily with both ballet flats and chunky soles. Many readers will try on several sizes at once, then leave with two colours because the basket total still sits under £30.
Social buzz, under-£15 pricing and a looser, more forgiving silhouette create a low-risk way to reset your jeans drawer.
Price versus quality: the numbers
Sticker shock works both ways. Ultra-low tags can raise doubts about durability. Independent research last year by the University of Leeds looked at 65 garments. In those tests, a £15 Primark women’s jean beat a £150 designer pair on durability measures. That does not make every budget jean a tank. It does show lab data can back a value buy when the spec is right.
Cost per wear also tells a story. Wear a £12 pair twice a week for six months and you pay roughly 46 pence per wear. Even if you retire them after a year, the outlay remains low compared with premium labels that might cost £1.50–£3 per wear over the same period.
- Skinny and straight cuts anchor the basics for everyday outfits.
- Barrel and palazzo legs add room through the thigh and a modern line.
- Wide-leg styles balance chunkier footwear and longer outerwear.
- Denim shirts, tops and jackets extend the trend into sets.
- Adaptive and maternity fits broaden sizing needs and comfort.
- Prices run from £12 to £22, with monthly “Major Finds” highlights.
How the fit has changed
Fit makes or breaks denim. A revised base size helps patterns land better across the size run. Standardised leg lengths reduce guesswork between styles. Proportion tweaks aim to improve rise, hip and thigh balance so the silhouette sits closer to how it looks on the hanger.
| Change | What shoppers feel | Why it matters |
|---|---|---|
| New base size | More consistent waist-to-hip ratio | Reduces gaping and pulling across sizes |
| Standardised leg lengths | Fewer returns over inseam surprises | Easier to pick the right length first time |
| Proportion tweaks | Better drape on wide and barrel legs | Cleaner line with trainers and boots |
The £12 palazzo that’s trending
The palazzo jean lands at the right moment. An elasticated waist eases comfort on long days. The mid-blue reads casual. The almost-black passes in smart-casual settings with loafers and a blazer. The wide leg lengthens the line when paired with a heeled ankle boot. At £12, it also invites experimentation for those who usually live in skinnies.
Styling is straightforward. Tuck a fine-knit jumper to show the waistband. Add a cropped jacket to balance volume. Swap to a fitted turtleneck for a neater frame. A belt with a modest buckle sharpens the waist if the elastic sits loose.
What shoppers should check in store
Fabric weight tells a lot. Lift two pairs and compare density by hand. On stretch jeans, pull the thigh and release to test recovery. Check inner leg seams for neat, even stitching. Look at pocket angle; a slight tilt towards the centre can flatter. If between sizes, sit in the fitting room to assess gaping or tightness at the rise.
Pick your inseam by shoe: ankle-grazer for trainers, full length for boots, and a longer cut if you plan a heel.
Colour transfer can occur on deep indigo and black denim. Wash dark shades separately at first. Turn inside out, use a gentle cycle and avoid heavy tumble drying to prolong elastane life. A low-heat dry or airer keeps shape. Hemming costs at a local alterations shop often sit under £10 and can elevate the finish.
The campaign, decoded
In Denim We Can uses a 1979 cover by The Slits to set pace. The soundtrack choice signals edge without alienating the mass market. The creative shows movement to prove range of motion in the jeans. The everyday setting says this is not special-occasion dressing. It is Monday-to-Sunday wear that survives a commute and a nursery drop-off.
Major Finds functions as a shopper signpost. It groups trend-led shapes at aggressive price points. Expect regular refreshes. When a silhouette hits viral status, stores typically rebalance stock inside a fortnight. Early visits reduce the risk of missing sizes during the first wave.
Who these jeans suit
Wide-leg and barrel cuts favour those who want hip room or balance broad shoulders. Straight legs suit minimal dressers who rotate basics. Skinnies still work under long coats and knee boots. Adaptive designs and maternity fits serve comfort-first needs while keeping the same washes as the core line.
If you’re weighing value this season
Think about gaps in your wardrobe. If you need a work-appropriate pair, test the almost-black wash with smarter shoes. For weekend errands, try the mid-blue palazzo with a puffer and trainers. If you want longevity, buy two lengths: one to wear with flats, one to hem for boots. The cost remains lower than a single premium jean.
Consider the hidden costs of denim care. Lower-temperature washes save energy and protect fibres. Using a laundry bag reduces abrasion for stretch blends. Spot clean minor stains to extend time between washes. These habits stretch the life of a £12 jean far beyond first impressions.
What to watch in the coming weeks
Restocks usually follow early sell-through on hero styles. Sizes that vanish first tend to be mid-range waists with regular leg lengths. If you miss your size, staff can advise on delivery windows. Keep an eye on future Major Finds drops as the retailer rotates trendy shapes into the same price band.
Finally, test the fit against your own routine. Walk, sit and climb a step in the fitting room. Check pocket placement in a mirror for lift and balance. If the waistband sits clean with minimal gaping and the fabric rebounds after a stretch, you have a keeper—and at £12, a low-risk update for autumn outfits.
Cost-per-wear math checks out: twice a week for six months at £12 is wild value. Also interesting that Leeds tests had a £15 Primark jean outlasting a £150 pair. If the new base size and standardised legs are real improvements, this could be the rare trend that’s actually practical. Nice rundown.