Primark has unveiled its first seated mannequin designed to represent a manual wheelchair user, as part of its commitment to inclusion and better representation on the high street.
The mannequin, which is named “Sophie” was inspired by and co-created with British television presenter and wheelchair user Sophie Morgan.
The mannequin will be launched in 22 of Primark’s flagship stores, including Oxford Street and Birmingham, and will be featured in displays showcasing the brand’s adaptive range and its main fashion ranges.
The roll out forms part of a broader effort by Primark to bring more diversity to its mannequin range and reflect a wider variety of body sizes in store.
Led by the retailer’s visual merchandising team, the production of the mannequin spanned over a year, with Morgan playing a central role in the design process.
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Primark trading director Ann-Marie Cregan said: “This is another important milestone in our ambition to make Primark a more accessible place to shop and work.
“From introducing a wider range of mannequins to launching our adaptive clothing range earlier this year, we’ve worked hard to better represent the diverse communities who shop with us.”
She continued: “Seeing the ‘Sophie’ mannequin in our stores is a proud moment and a reflection of the brilliant collaboration between our teams and Sophie.”
The mannequin builds on Primark’s previous inclusivity efforts. Earlier this week, the business moved to make its children’s clothes more inclusive, as it brought in small changes to make extra comfort as standard.
The changes are designed to make kids feel comfortable in their clothes, and will be built into the fashion company’s core ranges.
In January, Primark also expanded its adaptive clothing range, with the garments developed in collaboration with disability advocate and Unhidden founder Victoria Jenkins.
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