Primark has increased its commitment to “inclusion and better representation on the high street”, unveiling its first seated mannequin inspired by celebrity TV presenter and wheelchair-user Sophie Morgan.
Designed to represent a manual wheelchair user and named ‘Sophie’, the mannequin launches initially in 22 flagship stores across nine countries, including UK stores Oxford Street East, Birmingham, Manchester, Liverpool, and Leeds.
There, Sophie will take centre stage in displays showcasing Primark’s Adaptive range, “the first major women’s and men’s fashion collection on the high street designed specifically for those with disabilities, as well as its main fashion ranges”.
The launch is also 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”.
Ann-Marie Cregan, trading director at Primark, 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. Seeing the ‘Sophie’ mannequin in our stores is a proud moment and a reflection of the brilliant collaboration between our teams and Sophie.”
Mannequin co-creator Morgan added: “This project is incredibly close to my heart — it’s been over 15 years in the making. To be able to go into a major high street retailer like Primark and see a mannequin that looks like me is deeply emotional. ‘Sophie’ represents more than just a mannequin; she’s a symbol of progress and visibility. Working with Primark to create her has been a dream, every detail, from her posture to the design of the wheelchair as a natural extension of the body has been carefully considered to reflect the real lives of wheelchair users.”
