Primark celebrates Pride season with found family campaign

• The campaign celebrates the bonds and connections made by those in the LGBTQI+ community and beyond
• A new clothing and accessory collection launched as part of the campaign featuring a new six-piece gender-neutral base wear range
• £150,000 donation made to long-term charity partner, ILGA World

In recognition of Pride season, Primark is this year celebrating the found family, or the connections based on mutual love, support and understanding that many in the LGBTQI+ community find, with a new campaign.

The campaign, which will run in 422 stores across 16 countries, showcases the connection and love of four real found families. The campaign content features the behind the scenes of four found families from the UK and Germany and was captured by the families themselves.

The new collection launching alongside the campaign includes colourful slogan t-shirts, sweatshirts and vests, as well as accessories including hats, colourful socks, jewellery and badges. The collection is available across adults and kidswear with sizes ranging from XS to 3XL and prices starting from £2.

As part of this year’s collection, Primark is also launching a six-piece gender-neutral base wear range. Available from 2XS – 2XL, the range is designed to be accessible and affordable to as many people as possible and each item is priced at £4. The range can be worn as underwear or outerwear and is made from Lycra’s adaptive elastane, offering stretch and recovery properties that mean the base wear fits different shapes and sizes. The range includes two tops and one pair of shorts in two designs – a striking cobalt blue, as well as a black base with a rainbow band.

Charlie Magadah-Williams, Head of Diversity & Inclusion at Primark said: “This year’s campaign is focused on the importance of the found family; the family we find, and the family who find us. This can be seen right throughout the campaign, from the beautiful, genuine imagery and storytelling to the inclusive range of products. For many people in the LGBTQI+community, a found family is a term that is used to describe a group of people who support, respect, and care for each other, creating their own unique family unit and we wanted to celebrate that. With over 70,000 colleagues across our global business, our colleagues have been intrinsic in shaping this campaign and we strive to create a workplace where everyone can be their authentic selves.”

The found family concept extends beyond Pride season at Primark and is represented through Primark colleagues as much as Primark customers and products. In celebration of this, Primark’s LGBTQI+ network members will be participating in Pride events and hosting social gatherings, offering colleagues the opportunity to connect with their own found family. Primark will also host customer-facing events in a selection of stores, celebrating Pride with the LGBTQI+ community in multiple locations.

This year Primark is celebrating five years of collaboration with ILGA World, the International Lesbian, Gay, Bisexual, Trans and Intersex Association, with a donation of £150,000. The donation will be used to support ILGA World as they press forward to advance equity and equality for LGBTQI+ people everywhere. Over the last four years, Primark has donated £475,000 to ILGA World.