Primark unveils new mannequin designed to represent wheelchair users
Primark has unveiled a seated mannequin that has been designed to represent a manual wheelchair user.
The move forms part of its ongoing commitment to inclusion and better representation on the high street.
Named ‘Sophie’, the mannequin was inspired by and co-created with British television presenter, disability advocate and wheelchair user, Sophie Morgan. It will be used in displays showcasing Primark’s Adaptive range, which has been designed specifically for those with disabilities, as well as its main fashion ranges.
The mannequin has launched in an initial 22 flagship stores across in countries, including UK stores in Birmingham, Manchester, Liverpool, Leeds and London’s Oxford Street East,
Subscribe to TRBThe launch is 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.”
The process of bringing the mannequin to life took over a year and was led by Primark’s visual merchandising team. Morgan played a central role in the design process, including mood boards, body measurements, reviewing 3D models and visiting the manufacturing site for final approvals.
Morgan also worked with Primark to ensure that the mannequin’s pose accurately represented a manual wheelchair user. At the same time, Primark’s store design team collaborated with her to create a custom manual wheelchair prop that would work that fit the mannequin and could withstand the demands of busy stores.
Morgan said: “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. I can’t wait to see how people respond to her.”
Launched in January, Primark’s Adaptive range includes wardrobe staples based on the retailer’s bestsellers, with features designed around the needs of disabled people or those experiencing temporary disability. These include magnetic zippers, snap fastenings, waist loops and hidden openings for tube, stoma or catheter access. There is also a range of options for people who are seated, such as wheelchair users.
