Primark slammed for ‘extremely sexist messages’ on children’s clothing

A woman has slammed Primark online for their ‘extremely sexist message’ about children’s clothing.

The Twitter feed caught the attention of thousands online after messages printed on the girls’ clothes were slammed as ‘extremely sexist’.

Author and teacher Kate Long shared a threat on social media that showed the extent of sexist messages on girls’ clothes, then compared them to boys’ clothes.

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She started off by saying, “Brace yourself for a thread on extremely sexist messages on children’s clothing at Primark” before listing more than 25 examples of women’s clothing with sexist meanings.

Some of the examples of writing on girls’ clothes include: “choose happy”, “be kind”, “thankful for today”, “kindness always wins”, “be good, do good”, “keep on smile” and many more.

Kate added: “There was *nothing* about needing to be loving, kind, grateful, joyful, perfect or positive. Absolutely nothing.

“The message to little girls is BE COMPLIANT AND PASSIVE. Always think of others. Put on a nice, smiling face because that’s your job in the world.”

She then compared messages on the boys’ clothes which included: “adventure awaits”, “change the game”, “total icon”, “you are unlimited”, “champion”, “make the rules”, ” go find it” and more.

Kate added to the thread and said: “Can anyone spot a difference in tone here? A difference in narrative? The boys are great on their own and don’t need to consider anyone else .

“Boys talk about *doing* and girls talk about *feeling*. Boys take what they want, girls consider others.

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“It’s INCREDIBLY SEXIST, outdated and unnecessary for both boys and girls. Stop telling girls that their role is to serve others!

“Stop telling boys they shouldn’t have anything to do with kindness and love! What are you, throwback to the 1950s??”

A Primark spokesperson said this when approached about the incident: “Inclusiveness really matters to us and we work hard in our campaigns, stores and products to reflect this.

“We offer a wide range of styles in our children’s clothing to suit all tastes and preferences and have evolved our approach in recent years to remove gender labels across all of our children’s and baby ranges.

“Ultimately, we want our customers to choose and decide who and how they wear our clothes and our campaign images and how we talk about our clothes reflects that.

“However, we are still learning, we value customer feedback and will continue to look for where we can do more.”

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