Primark unveils first-ever mannequin designed to represent wheelchair users

Primark has unveiled its first-ever seated mannequin designed to represent a manual wheelchair user, co-created with British television presenter, disability advocate and wheelchair user, Sophie Morgan.

Named ‘Sophie’, the mannequin is part of Primark’s commitment to inclusion and diversity on the high street.

It follows last Monday’s launch of an inclusive kidswear range that addresses sensory challenges many children face with clothing. That includes the removing of neck labels from 50% of its kidswear, as well as now offering seamless socks.

Initially launching in 22 flagship stores across nine countries, including UK stores like Oxford Street East, Birmingham, Manchester, Liverpool and Leeds, ‘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, which launched earlier this year.

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.”

The journey “to bring the mannequin to life” so to speak took over a year and was led by Primark’s visual merchandising team. Sophie Morgan played a central role in the design process, from mood boards and body measurements to reviewing 3D models and visiting the manufacturing site for final approvals.

Morgan said: “This project is incredibly close to my heart - it’s been over 15 years in the making (for me). To now walk 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, and 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. I can’t wait to see how people respond to her.”

Primark’s store design team has also worked with Morgan to develop a bespoke manual wheelchair prop that will work perfectly with the mannequin and be sturdy enough to withstand Primark’s busy stores.