It’s not revolutionary, but Primark’s wheelchair-using mannequin is a potent symbol

By William E. Donald, Associate Professor of Sustainable Careers and Human Resource Management, University of Southampton

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…

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