5 days ago
Major Primark shake-up as Scots store among first to launch
PRIMARK have made a major new change - and a Scots store is among the first to launch.
For the last year, the store has been working with activist Sophie Morgan.
2
2
The campaigner is behind wheelchair mannequins, which she created back in 2009.
Sophie approached Primark with a partnership plan and now the seated mannequin is appearing in 20 stores, with the intention to expand across more stores over time.
One of those is Primark on Edinburgh's Princes Street.
A staff member said: "Today we have launched our new 'Sophie' mannequins.
"We have been working on bringing diversity into our mannequin range to be more inclusive and representative of our customers.
"Working together with Sophie Morgan we now have a wheelchair user mannequin pose to celebrate diversity through inclusion."
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.
Sophie said: "This project is incredibly close to my heart - it's been over 15 years in the making.
Major Primark shake-up as Scots store among first to launch
"To be able to go 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.
"Working with Primark to create her has been a dream, every detail, from her posture to the design of the wheelchair as a natural extension of the body has been carefully considered to reflect the real lives of wheelchair users.
"I can't wait to see how people respond to her.'
And fashion fans are loving the new addition.
One said: "This is incredible, as a wheelchair user the feeling of not being seen is huge. This really is a massive step forward it's a shame it's taken so long to represent us."
Another said: "This is so freaking incredible, Sophie! You continue to change the world."
