‘Boys get to be the boss...but girls are either a mermaid or pretty princess’
SHOPS IN SEXISM STORM OVER KIDS’ CLOTHES
BIG stores have been accused of holding girls back with ‘sexist’ slogans on kids’ clothes.
The claim comes from mums fed up with the messages put out by major retailers.
Tops for girls tend to feature mermaids, princesses and unicorns, while those aimed at lads have phrases such as ‘I’m the Boss’.
Becky Broomfield, 35 – a mum to two girls – hit back at the stereotyping.
The PR director, pictured with eldest daughter Everly, three, asked: “How are my girls meant to know they can be leaders when their clothes tell them it’s more about being a pretty princess?
“I’ve tried to bring Everly up to understand she can be anything she wants to be. Clothing on the high street totally goes against all that.”
Bristol mum Becky added: “Everly’s a girly girl, so she does like the pink, glittery clothes, but you struggle to find any with an empowering message.
“Perhaps we need to vote with our wallets – a boycott would drive change.”
Kate Long, who wrote The Bad Mother’s Handbook, first highlighted the issue online.
She wrote: “I asked how come boys are generally raised to be confident, and girls to be compliant – and the impact that has on their education and career progress.
“Well, today I was in Primark and I had a look at the messages on girls’ and boys’ T-shirts.”
She said girls are told to be “lovable, beautiful, shimmery, magical, sparkly, smiley and dreamy”.
Kate added: “Meanwhile boys get on with being epic, the boss, awesome, rule-breaking, fearless and legendary. “I’d say we have a problem here.” Jo Samuel from Stroud, Glos – mum to William, three – struggles on the other side of the gender divide.
She said: “My son’s favourite colour is pink. Do you know how hard it is to find pink clothes that don’t have frills, glitter and princesses on them? Pretty much impossible.”
Poundland was criticised this month for selling babygros saying ‘Born To Be Spoiled’ for girls and ‘Future Boss’ for boys.
Campaign group Let Clothes Be Clothes often calls out retailers for selling products aimed at one sex. A spokesman said: “Some of these messages are really harmful.
“It’s a gender code studies show even toddlers understand and respond to.” Primark told us: “Primark prides itself on offering a diverse range of childrenswear products to suit different ages and tastes.
“Our ranges contain a varied mix of girls’ and boys’ style options, including many products for both with empowering slogans and designs.
“We welcome customer feedback on all our products, ranges and styles.”
But Poundland said it was “bemused” by recent criticism as its designs had been praised elsewhere for being gender
neutral.
DAILY STAR SUNDAY SAYS – PAGE 6