As seen in Grazia: Laura Whitmore

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

This year we introduced TV host and longtime champion of accessible, sustainable fashion Laura Whitmore as our new Primark Cares ambassador. Together, we’re spreading the word about our Primark Cares initiatives. The latest? Our denim designed in partnership with the Ellen MacArthur Foundation as part of The Jeans Redesign project, with the goal of designing and making products aligned with the principles of a circular fashion economy.

How does Laura wear hers? Doubled up. Otherwise known as the "Canadian tux" made famous by Britney and Justin, double denim is no longer just for the brave. In a classic indigo hue, our Ellen Macarthur Foundation jeans and denim jacket are the perfect pair. But they look just as great worn apart. Just mix and match them with your fave wardrobe pieces.

Classic and versatile, our Primark Cares jeans come in lots of washes and fits, the foundation of endless looks. Get style inspo from Laura: wear your fave pair with a basic roll neck and statement flats. Then roll up the cuff and let your footwear do the talking.

Joining us in a role dedicated to highlighting our ethical and sustainability values and sustainable fashion collection, 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's playing a vital role in creating change for the future. We should all have the ability to shop responsibly without worrying about the cost" said the TV host when announcing her ambassador position. Follow us @primark and @thewhitmore to keepup with our new Primark Cares collections and updates.