A former student at Cheltenham's National Star college for people with physical disabilities and learning difficulties is the star of a brand-new ad campaign from Primark — showcasing its innovative new adaptive clothing range.
The new line has been developed in collaboration with award-winning fashion designer and disability campaigner, Victoria Jenkins, with the aim of tackling the challenges and frustrations met by disabled people when it comes to buying clothing.
Elliot, who was a student at National Star until 2022, models pieces from the new collection, which includes more than 40 wardrobe staples across menswear and womenswear, all adapted to meet a range of disabilities and needs.
Victoria said: 'It’s an incredibly proud moment to see this collection go live and see adaptive fashion come to the high street on this scale for the first time.
'Disabled people face lots of barriers in their lives and clothing shouldn’t be one of them. We don’t want to live in a uniform of jogging bottoms and t-shirts but often don’t have a choice.
'I hope this launch is a step in changing that narrative, bringing more choice to the high street. We’ve created pieces that are not only functional but fashionable and affordable, because everyone deserves to feel confident and stylish in what they wear. And I hope this inspires the industry to continue moving toward greater accessibility and inclusivity for all.'
Based on some of Primark's best-sellers, such as classic trench coats and cosy jumpers, each piece is designed around the needs of disabled people and those who are experiencing temporary disabilities.
Some of the adaptive features include magnetic zippers, snap fastenings and waist loops to help when pulling up trousers, as well as hidden openings for tube, stoma or catheter access.
Elliot, who has also starred in his own BBC documentary, said: 'I love that Primark was so inclusive. All the models had disabilities and the clothing was made to fit our needs.
'I like being photographed because it shows who I am, disability and all. I am a model. This is my first paid job ever and it was very exciting getting some money of my own. Hopefully, some more work will come my way.'
The collection launches on Tuesday 28 January 2025 across 31 stores — with Gloucestershire's nearest stockists being in Bristol and Cardiff.
