As well as coming to Liverpool, the change can be found in Manchester, Birmingham and Leeds
Primark shoppers on Church Street, Liverpool(Image: Liverpool Echo)
Primark has introduced a change to its stores that has been “15 years in the making”. The high-street titan has unveiled its first seated mannequin designed to represent a manual wheelchair user, as part of its ongoing commitment to inclusion and better representation.
Named “Sophie”, the mannequin was inspired by and co-created with British television presenter, disability advocate and wheelchair user, Sophie Morgan.
Launching initially in 22 flagship stores across nine countries, including Liverpool, “Sophie” will take centre stage in displays showcasing Primark’s Adaptive range, the collection designed specifically for those with disabilities.
The journey to bring the mannequin to life spanned over a year and was led by Primark’s visual merchandising team. Sophie 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.
British television presenter, disability advocate and wheelchair user, Sophie Morgan partnered with Primark for the project(Image: Primark)
From the outset, both Primark and Sophie wanted to ensure the mannequin pose would be representative of a manual wheelchair user. In tandem, Primark’s store design team worked with Sophie to develop a bespoke manual wheelchair prop that would work perfectly with the mannequin and be sturdy enough to withstand Primark’s busy stores.
Sophie Morgan, co-creator of the mannequin, said: “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. I can’t wait to see how people respond to her.”
The fashion chain hopes this marks ‘another important milestone’ in the brand’s inclusivity goals(Image: Primark)
The 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.
The launch follows the introduction of Primark’s Adaptive range in January which includes wardrobe staples based on Primark’s bestsellers, from trench coats and tees to jumpers and jeans.
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.
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.”