As budgets tighten and wardrobes shift to autumn, one high street drop is stirring debate over fit, price and promise.
Primark has pushed denim to the front of the rail, pairing a first UK TV advert with price tags from £12. Early footage, trending TikTok clips and shopper chatter point to a rare mix of value and fit within reach.
What has sparked the rush
The retailer’s new campaign, titled “In Denim We Can”, aired on 1 September and put jeans, shirts and jackets centre stage. It uses The Slits’ 1979 version of I Heard It Through the Grapevine to soundtrack morning routines and shifting silhouettes. Behind the glossy cut, Primark says it spent the past year tuning fit, tightening size consistency and expanding leg lengths.
Jeans from £12 to £22, ten core fits, and standardised waist and leg options landed in UK stores on 1 September.
The range includes skinny, straight, barrel and wide-leg shapes alongside denim tops and jackets. Adaptive designs and maternity cuts sit in the line-up, and the brand is leaning into proportion rather than one-size-fits-all thinking. That means a new base size, more consistent grading, and clearer leg lengths intended to reduce the try-on lottery.
The pieces people are chasing
Front and centre is a palazzo-style wide-leg with an elasticated waist, highlighted as a “Major Finds” pick for the month. It comes in mid-blue and a near‑black wash, and the £12 tag undercuts many basics on the high street. “Major Finds” will spotlight trend shapes at low prices, giving shoppers a signal for where the value sits each month.
- Price range: £12–£22 across the main jeans line-up.
- Key shapes: skinny, straight, barrel, palazzo wide-leg, plus shirts and jackets.
- Sizing work: new base size and standardised waist/leg lengths for a closer fit.
- Extras: adaptive and maternity denim available in store and online.
- Campaign: “In Denim We Can” TV launch on 1 September with a vintage post-punk soundtrack.
Are the jeans any good
Price is one thing; performance is another. Independent testing offers a useful clue. Last year, researchers at the University of Leeds compared 65 garments and found that a £15 Primark women’s pair outperformed a £150 designer equivalent for durability. That does not make every pair perfect, but it suggests the basics can hold up under real wear.
Independent testing found a £15 Primark pair outlasted a £150 designer jean in durability trials.
Durability sits alongside fit as the deal-maker. Primark’s focus on leg lengths and proportion signals a shift from simply stocking popular sizes to landing predictable measurements across stores. For shoppers, predictability saves time and reduces returns.
Fit tweaks you should notice
Expect clearer labelling on waist and inseam, less drift between identical sizes, and cuts planned for different rises. Straight and skinny options look to hold shape without the clamp effect, while wide legs aim for a drape that balances hips and shoes. The barrel leg, a newer mainstream shape, rounds through the thigh then tapers to the ankle, giving trainers and boots more room.
The social proof fueling demand
On TikTok, creator Lauren Victoria shared a chocolate-brown double-denim look featured in the advert and clocked more than 250,000 views and nearly 24,000 likes. Comments swelled with “obsessed”, “running to Primark” and the verdict that “Primark is playing strong”. Social traction does not guarantee stock longevity, but it signals a product/price combination that hits the moment.
250,000+ views, 24,000 likes and a flood of “obsessed” comments have turned a £12 jean into a talking point.
How the cuts compare
| Style | Cut | Rise options | Best for | Price band |
|---|---|---|---|---|
| Skinny | Close through hip and ankle | Mid to high | Tucking into boots, long cardigan layers | £12–£18 |
| Straight | Tailored line from thigh to hem | Mid to high | Everyday wear, trainers or loafers | £12–£20 |
| Barrel | Rounded thigh, tapered ankle | Mid | Roomy comfort, cropped jacket balance | £14–£22 |
| Palazzo wide-leg | Fluid, wide from hip | Elasticated waist | Relaxed drape, heeled boots or trainers | £12 |
Smart ways to try before you buy
- Check the inseam against your current favourite pair. A consistent leg length removes hem guesswork.
- Sit-test the rise. If the waistband pulls forward when seated, size up in the waist or try a higher rise.
- Look at pocket placement. Higher back pockets tend to lift; lower pockets lengthen the seat.
- Do the stretch return test. Bend the knee and check the fabric springs back rather than bagging.
- Match footwear. Wide legs often need an extra centimetre of clearance to skim without dragging.
Value maths that helps your budget
A simple cost-per-wear check clarifies the decision. A £12 pair worn twice a week for six months (about 52 wears) works out at roughly 23p per wear. Extend that to a year at two wears per week and you drop close to 12p per wear. If the £22 pairs deliver sturdier fabric or a more reliable cut, they may outperform the cheapest option over time.
Care tips that protect colour and fibre
Dark rinses can transfer dye at first wear. Wash inside out, cold, with similar colours, and avoid heavy tumble cycles that break down fibres. Hang-dry wide legs from the waistband to keep the drape. A light steam softens seams without flattening the shape. Small steps stretch the life of budget denim and preserve that just-right fit.
What to watch for in stores
Opening-week buzz often means broken size runs. Staff restock midweek in many branches, and new drops can arrive unevenly. If you sit between sizes, bring both into the fitting room because the fabric blend can alter how the waistband behaves. For the palazzo, check the elastic for twist and ensure the hem hangs level across both legs.
Why this launch lands now
Shoppers want reliable basics under £20 as the season turns. If a retailer can pair consistent sizing with an on-trend silhouette, it earns repeat visits. Wide legs look current without forcing a head-to-toe refresh. A £12 entry point makes upgrading a silhouette less risky, and TikTok validation lowers the hesitation for those on the fence.
Extra context for denim buyers
The term “base size” refers to the pattern from which all other sizes are graded. Improving that base reduces distortion as sizes go up or down. Standardising leg lengths reduces the chance a “regular” cut fits like a “long” in one store and “short” in another. These quiet technical shifts often matter more than a new wash or button style.
If you are weighing shapes, think about your wardrobe rather than abstract body rules. Straight legs tuck into knee boots and sit neatly over loafers. Barrel cuts frame a boxy knit without bulk. Wide legs carry a long trench with clean vertical lines. A simple swap in silhouette can reset outfits you already own, which is the real saving when budgets feel tight.
£12 palazzo wide-legs with an elasticated waist sound too good to miss. If the leg lengths are truly standardised, I’m in. Anyone tried the mid‑blue wash yet? 🙂