New Wheelchair Mannequin Rolls Out Powerful Message of Inclusion

Primark has partnered with disability advocate and television presenter, Sophie Morgan, to unveil their first seated mannequin designed to represent wheelchair users.

The ‘Sophie’ mannequin sits in a bespoke manual wheelchair prop and now appears in 22 stores internationally with plans to expand the rollout over time.

Morgan worked closely with Primark, contributing to a year-long design process that involved reviewing and providing feedback on mood boards, body dimensions, 3D models and visiting the factory for final approvals. That’s exactly what makes Primark’s commitment to accessibility and inclusion so significant.

“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,” Morgan said, in a press release.

The new mannequin means that more wheelchair users will be able to see themselves reflected in the world of fashion and can see how different clothing works on seated bodies. “To be able to go into a major high street retailer like Primark and see a mannequin that looks like me is deeply emotional,” Morgan said.

While the fashion world has a long way to go to improve the representation of disabled people, this move shows real progress.