The fashion company Primark presented its first seated manure doll. It represents wheelchair users: inside and is part of the company’s continuous commitment to inclusion and better representation in retail. The mannequin was inspired by the British television presenter, author, handicapped rights activist and wheelchair user Sophie Morgan and developed together with her. It is introduced in 22 flagship stores in nine countries, including Great Britain, Ireland, the USA and various European countries.
In Great Britain, the ‘Sophie’ window doll in the flagship store in the Oxford Street East in London as well as in Birmingham, Manchester, Liverpool and Leeds will be shown. There she will present Primark’s adaptive collection. This is the first large women’s and men’s fashion collection in retail, which was designed especially for people with disabilities. The doll will also present the company’s regular fashion collections.
In a statement, Primark said that the new window doll was part of a more comprehensive initiative. The company wants to bring more diversity to its range of shops and map a larger range of body sizes in the branches. This initiative follows the promise of 2024, fashion and everyday objects to make it more accessible and affordable for as many people as possible. This is part of the company’s more comprehensive commitment to improve accessibility when shopping and working.
The development of the seating doll was a twelve -month project. It was led by the Visual Merchantchandising team from Primark. Morgan played a central role in the design process, from Moodboards and body dimensions to checking 3D models to visiting the production facility for the final acceptance.
“This project is very important to me – it has been in the creation for over fifteen years,” said Morgan. “Now go to a large retailer like Primark and to see a mannequin that I look very emotional. ‘Sophie’ is more than just a mannequin; it is a symbol of progress and visibility. The cooperation with Primark in its development was a dream. Every detail, from its attitude to the design of the wheelchair as a natural extension of the body, was carefully considered to real life, to real life, to real life. Recycle drivers: to reflect on the inside.
The introduction follows the presentation of Primark’s adaptive collection in January. This includes important items of clothing based on Primarks bestsellers. This includes trench coats, T-shirts, sweaters and jeans, all with functions that are tailored to the needs of people with disabilities or temporary impairments. These include magnetic closures, push buttons, belt loops and hidden openings for probes, stomata or catheter. There are also a number of options for people who are sitting, such as wheelchair users: inside.
Ann-Marie Cregan, trade director at Primark, added: “This is another important milestone in our endeavor to make Primark a barrier-free place for shopping and work. From the introduction of a larger selection of mannequins to the introduction of our adaptive cladding collection at the beginning of the year, we worked hard on the different communities that go shopping with us, better too Representing the ‘Sophie’ window doll in our branches is a proud moment and an expression of the excellent cooperation between our teams and Sophie.
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