Primark unveils new mannequins to represent wheelchair users
Named 'Sophie', the mannequin was inspired by and co-created with British TV presenter, disability advocate and wheelchair user, Sophie Morgan.
It will initially launch in 22 flagship stores across nine countries, including UK stores like Oxford Street East, Birmingham, Manchester, Liverpool, and Leeds.
A post shared by Primark (@primark)
'Sophie' will take centre stage in displays showcasing Primark's Adaptive range, which is a fashion collection designed specifically for those with disabilities, alongside its main fashion ranges.
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.'
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.
Sophie Morgan with the new Primark mannequin (Image: Primark)
"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."
Primark is actually an Irish brand that was founded in the country in 1969 under the Penneys brand, the retailer's website explains.
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It adds: "Primark is an international fashion retailer employing more than 80,000 colleagues across 17 countries in Europe and the US."
The website continues: "With a focus on creating great retail experiences, Primark has 460 stores globally and continues to expand."
Primark's first UK store opened in Derby back in 1974, where it is the brand's largest market with more than 190 shops.
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