As seen in Grazia: Laura Whitmore

Forever a wardrobe staple, jeans are an essential for everyday wear. Here at Primark, we’re all for denim that goes the distance, both in durability and the style stakes, after all there’s nothing better than a well-loved pair of jeans full of memories.

This year we introduced TV starlet and long-time champion of accessible, sustainable fashion, Laura Whitmore, as our new Primark Cares ambassador and together we’re spreading the word about our Primark Cares initiatives. The latest? Our range of denim designed in partnership with the Ellen MacArthur Foundation as part of The Jeans Redesign project, aiming to design and make products that are aligned with the principles of a circular fashion economy.

How does Laura wear hers? Doubled up. Otherwise known as the Canadian tuxedo and made famous by Britney and Justin, double denim is no longer only for the daring. In a classic indigo hue, our Ellen Macarthur Foundation jeans and denim jacket are the perfect duo when worn together but look just as good worn apart. Simply mix and match them with your favourite pieces from your wardrobe.

Classic and versatile our Primark Cares jeans come in an array of washes and shapes so they’ll no doubt become the foundation of endless outfits. Take style tips from Laura and team your favourite pair with a simple roll neck and statement flats then roll up them hems and let your footwear do the talking.

Joining us in a role dedicated to highlight our ethical and sustainability values and sustainable fashion ranges, Laura will be sharing and discussing our plans to make sustainable fashion affordable for everyone. ‘I’m incredibly excited to be part of a conversation with a huge brand that is playing a vital role in making change for the future. We should all have the ability to shop responsibility without worrying about the cost’ said the tv presenter when announcing her ambassador position. Follow us @primark and @thewhitmore to keep tabs on our new Primark Cares collections and updates.