Primark is set to introduce seated mannequins in 22 of its stores, designed to reflect manual wheelchair users and promote greater inclusivity on the high street. The mannequin, named ‘Sophie’, was developed in collaboration with disability campaigner and TV presenter Sophie Morgan, who played a central role in the year-long design process.

‘Sophie’ will feature in both the retailer’s new Adaptive clothing line and its mainstream fashion displays. The Adaptive range, launched earlier this year, includes thoughtful design features like magnetic fastenings, elastic loops and hidden openings for medical access—tailored for people with disabilities or mobility challenges.

This latest step is part of Primark’s broader commitment to better represent the diverse communities who shop with them. Trading Director Ann-Marie Cregan described the launch as a “proud moment”, highlighting the company’s efforts to make stores more accessible and inclusive—from mannequin variety to inclusive product design.

Sophie Morgan praised the partnership, calling the mannequin a “symbol of visibility and progress”. She emphasised how the project was deeply personal and reflected the realities of life as a wheelchair user. The announcement follows other inclusive changes from the brand, including improvements to children's clothing with comfort-led features for sensory-sensitive individuals.