A recently unveiled Gap Kids campaign has recently caught the eye of critics, and let’s just say that they are not too pleased with what they saw.
“The clothing retailer’s ad features a girl wearing kitten ears and a logo sweater that will be ‘the talk of the playground,’ said a TODAY report. “The boy is wearing a t-shirt featuring Albert Einstein’s face and an image that calls graphic tees a “genius idea.’”
What the critics found most displeasing is the company’s tone-deafness and subtle promotion of gender stereotypes: they are quick to assign boys as “geniuses” while girls are merely “social butterflies.”
They are also displeased with the fact that the company misspelled scientist Albert Einstein’s name on the T-shirt the boy in the ad is wearing.
Because we live the in the age of social media, people all over the world are quick to voice their two cents on the matter.
“Because all little girls want to do is be ‘the talk of the playground.’ Let’s stop limiting children #girlsinSTEM,” one user on Twitter posted.
In the wake of this backlash, Gap has issued a statement through spokeswoman Liz Nunan.
“Gap brand has always stood for individuality, optimism and creativity,” she said. “Our intentions have always been to celebrate every child and we did not intend to offend anyone.”
Find out what gender stereotyping is on the next page
What is gender stereotyping?
According to the Office of the High Commissioner of the United Nations Human Rights, gender stereotype is a generalized view or preconception about attributes or characteristics that are or ought to be possessed by, or the roles that are or should be performed by women and men.
It is harmful especially when it limits a person’s capacity to develop their personal abilities, pursue their professional careers and make choices about their lives and life plans.
“Harmful stereotypes can be both hostile/negative (e.g., women are irrational) or seemingly benign (e.g., women are nurturing),” said OHCHR. “It is for example based on the stereotype that women are more nurturing that child rearing responsibilities often fall exclusively on them.”
READ: “Everyday, someone tells me to cut my son’s hair”
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