PRIMARK DEBUTS FIRST MANNEQUIN IN A WHEELCHAIR, CHAMPIONING INCLUSIVE FASHION
By: Prach Khatri
Fashion has evolved in various ways, except for its representation of persons with disability community. Shopping experience for an able-bodied individual is made great in stores in various ways, most importantly through mannequins in store windows that help us visualize how a piece of clothing would look. But have you ever wondered how difficult it can be for a person in a wheelchair to imagine how a piece of clothing will look on them?
In an attempt to make disability visible in mainstream fashion, Primark has launched a mannequin to represent wheelchair users. This is a powerful moment to ensure better representation through real action. The wheelchair mannequin is named “Sophie” and was developed in partnership with a disability advocate and TV presenter Sophie Morgan.
Source: Primark website
This innovative move by Primark aims to break down barriers in fashion by presenting the reality of millions of people who use wheelchairs, but there is no representation for these customers in actual stores. Traditionally fashion retail stores are centered around able-bodied individuals with no consideration for people with a disability. Primark’s mannequin, which is essentially a seated figure in a wheelchair with clothes displayed for people needing accessibility, is a long-awaited shift in fashion.
Inclusivity in fashion has been gaining popularity over the years, but somehow people with disabilities were left behind. Primark not only brought the wheelchair mannequin to the streets of London but also launched it in twenty-one other flagship stores across the UK, Europe, the US, and Ireland. It not only shows the brand’s adaptiveness but also its commitment towards all-round inclusivity.
“It’s about time that disabled people, especially wheelchair users, are represented in fashion. I finally feel seen and acknowledged when I walk into a store. It’s a simple but very powerful move that makes me feel I am included, and fashion caters to my needs,” said a Reddit user and a wheelchair warrior. Wheelchair users can see how the clothes would look and fit on them with this representation. The same sentiments are also validated by various TikTok users like Eliza Rain, who is a content creator with a disability who also goes by @Disabled_Eliza
People feel valued when they are represented. A 2020 study from the Center for Fashion Enterprise (CFE) reveals that one of every five disabled people felt their needs are not addressed by clothing brands. Primark’s adaptive clothing is a game changer for adaptive and fashion-forward clothing. From accessible openings on the sides, magnetic zips, extra-large pockets for devices, and pockets with tube access, the brand has thought of it all to make their clothes reach as many as possible.
The shift in embracing diverse needs of all consumers is just what the industry needs. Many TikTok wheelchair users feel that the mannequin representation in the store has made them feel involved and not isolated.
Source: Primark website
Yleenia Carmona is a person who uses a wheelchair, and she explains “earlier I didn’t feel like I would go to the store to buy clothes for myself because I felt my needs were not considered. The wheelchair is a part of me; it’s a part of my identity. But there wasn’t enough representation. Knowing there are stores that represent people like me makes me want to go check them out. It feels good to know that adaptive fashion is making its way to the actual retail places.”
There is still a lot of work that needs to be done in the fashion world for persons with disabilities. But the launch of the wheelchair mannequin is the first approach of opening doors to the conversation that inclusivity is beyond offering a wide range of sizes. Inclusivity is all about embracing various body types and abilities and celebrating people. No individual should feel underrepresented or excluded.