Primark has unveiled its first seated mannequin to represent a manual wheelchair user, in a move aimed at improving inclusivity on the high street.
Named ‘Sophie’, the mannequin was inspired by and co-created with TV presenter and wheelchair user Sophie Morgan. It will debut in 22 flagship stores, for both the brand’s adaptive and main fashion ranges.
The project is part of Primark’s commitment to better reflect diversity in its stores. It follows the retailer’s launch of an adaptive clothing line earlier this year, created in collaboration with Victoria Jenkins, founder of adaptive fashion brand Unhidden.
“This is another important milestone in our ambition to make Primark a more accessible place to shop and work,” says Ann-Marie Cregan, Primark’s trading director.
The mannequin comes after recent efforts by the store to make children’s clothing more inclusive, with design tweaks introduced to improve comfort as standard.
