The Primark Sophie mannequin initiative introduces seated mannequins across stores to better reflect people who use wheelchairs. The seated posture, realistic proportions, and adaptive clothing aim to enhance representation in fashion retail and embrace diverse customer experiences. Placed next to traditional standing mannequins in display windows and throughout store layouts, Sophie creates a more inclusive environment while serving as a subtle visual reminder of mobility diversity.

Developed in collaboration with disability advocates, the campaign extends beyond physical displays. Primark staff receive training on disability awareness, and campaign materials prompt customers to engage with inclusivity in daily shopping contexts. This retail update aligns with broader efforts across the industry to address underrepresentation and foster a more empathetic consumer experience. By normalizing seated mannequins like Sophie, Primark takes a valuable step toward equitable visibility and celebrates a wider range of lived experiences in mainstream fashion presentation.

Image Credit: Primark