July is Disability Pride Month, a time to celebrate disabled people while continuing the push for equality, accessibility and visibility. Despite making up 16% of the global population, disabled people rarely appear in fashion marketing campaigns. For brands, treading the right line between solidarity and accusations of performative allyship is vital.
Primark’s latest initiative is a notable attempt to navigate this challenge. The fashion chain has introduced its first mannequin representing a wheelchair user. Designed with disability advocate Sophie Morgan, the mannequin (named Sophie) now appears in 22 flagship stores internationally.
