“This isn’t about selling clothes, it’s about inclusion and showing children with Down’s syndrome how amazing they are.”
Seven-year-old Francesca Lockwood from Rotherham, South Yorkshire, has become the latest face of Primark. This is not the first time little Francesca, who has Down’s Syndrome, has hit the headlines; she was signed to top children’s modelling agency Zebedee Management in 2018 at the age of five.
At the time, her proud mum Melissa Lockwood, of Wath-upon-Dearne, told the Mail: “This isn’t about selling clothes, it’s about inclusion and showing children with Down’s syndrome how amazing they are.”
Prior to her modelling deal, Francesca appeared in a video ‘50 Mums, 50 Kids, 1 Extra Chromosome’ for World Down Syndrome Day in 2918, in which mums and children with Down’s syndrome sang along to ‘A Thousand Years’ using sign language. That viral video has now been viewed almost 9 million times on YouTube alone.
Francesca has now been a child model for two years and has previously struck deals with companies like Google, Early Learning Centre and Mothercare.
Her mum Melissa, 43, is bursting with pride and is also delighted that brands are advocating for inclusion and diversity. According to Melissa, “Certain companies are leading the way with being more diverse in their choice of models.”
“It is so important for people in the Down syndrome community to see people like themselves achieving things in the mainstream. ‘I think the more exposure, the better and Primark is a great platform for this.”
Currently, Francesa is signed to London based modelling agency Bonnie and Betty. Alongside Primark, she has also modelled for Boden, My Vintage Kid, My 1st Years, Tomato Glasses UK and Jeans for Genes day. This will be the second occasion and the second range she has modelled for Primark.
Proud mum Melissa said: “I love to see Francesca in campaigns. I remember the first time I saw her on a website, just how amazing it was, adding that the most emotional moment for her was when she saw her little girl’s photos on the walls of Primark in real life.
“However, it was utterly topped by seeing her photos in the store – I almost cried when we walked in, and she was up on the wall larger than life.
“It was a huge proud mummy moment; I couldn’t believe it was my little girl up there. She was so excited too and so proud of herself. She loves telling people she’s in Primark,” she said.
Melissa has also noted that she understands Francesca may have been initially picked for roles based on her disability. However, she is of the belief that this isn’t necessarily a bad thing because it brings awareness to the condition.
“There may have been an element of her being chosen because she has Down Syndrome, but if that makes disabilities more visible in society, then that can only be a good thing,” she explained.
“Her disability may have ticked a box to start with and been an opening for her with brands, but she has been invited back to jobs with the same brands since then.
Testifying to her little girl’s star work ethic and passion for modelling, Melissa said: ‘She has had repeated jobs with Primark and Mothercare not because she has Down Syndrome, but because she is a very good model, follows directions well, and is professional on set.’
“The industry has come a long way in terms of diversity, but there’s still an awful long way to go too. I’d love for it to be the norm for all types of people to see themselves represented in ad campaigns and in stores.”
Melissa is also thankful that Francesca has never experienced online trolling, despite it unfortunately being a consequence of putting yourself in the public eye in today’s world.
“I am very lucky that Francesca has never been trolled online over her disability and modelling opportunities,’ she notes. ‘But sadly I do know of other children with Down Syndrome who have received abuse online and that has to stop.”
She believes that brands have the power and prominence to alter perceptions, and to bring disability to the forefront is vital.
“Diversity is becoming a prominent focus for companies and brands are looking for models of all ages who are ‘different’ – this is great news,” the devoted mum explains.
“I think it’s essential for children and young people with differences and disabilities to see themselves represented.”
PHOTO CREDIT: ‘Francesca mini model’ page via Facebook