Primark & Sophie Morgan unveil new seated mannequin

Sophie Morgan, TV Presenter, Influencer and Disability Advocate, alongside Primark, unveil a new mannequin designed to represent wheelchair users.

This project is 12 months in the making but has been a longer-standing dream for Sophie since she first designed a wheelchair for mannequins in 2009, the MannequalTM. Sophie approached Primark with the partnership, and this month the seated mannequin will appear in 20 Primark stores across nine markets, including Oxford Street, Birmingham, Manchester, Liverpool and Leeds, with the intention to expand across more stores over time.

In line with Primark's pledge to make it a more accessible place to work and shop, the seated mannequin joins the existing range of Primark’s fuller figure mannequins and wider skin tone ranges for lingerie and nightwear. The ‘Sophie’ will be used in store to highlight Primark’s adaptive range - the first permanent high street men’s and women’s collection for disabled people. This reflects Primark’s ambition to represent the vast diversity of its customers in stores as well as share style and outfit inspiration for everyone.

The seated mannequin was led in development by Primark’s Visual Merchandising teams in collaboration with Sophie Morgan, where she played an integral role throughout the design and prototyping process. This included providing mood boards, body dimensions, reviewing 3D models and visiting the factory for final approvals.