Primark has been branded “hugely sexist” due to slogans placed on its kids' clothing.
Author and teacher Kate Long put together a thread of the garments on Twitter, which shows how messages for girls and boys differs.
She wrote: "Strap in for a thread about the hugely sexist messaging on children's clothing at Primark.
“The store I popped into was Chester but of course it’s a nationwide chain.
“Let’s begin with the messages girls are being hammered with.”
Kate listed around 25 different slogan examples on girls’ clothing, which include: "choose happy", "be kind", "grateful for today", "kindness always wins", "be good, do good", "keep on smiling”.
But in comparison, the motivational messages on boys’ items read: "adventure awaits", "change the game", "total icon", "you are limitless", "champion", "make the rules", "go find it" and more.
According to Bristol Live, Kate went on to add: "There was *nothing* about the need 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 pleasant, smiling face for that is your job in the world…
"Can anyone spot a difference in tone here? A difference in narrative? Boys are awesome in themselves and don't need to consider anyone else.
"Boys are about *doing* and girls are about *feeling*. Boys take what they want; girls consider others.
"It's INCREDIBLY SEXIST and outdated and unhelpful to both boys and girls. Stop telling girls their place is to serve others!
"Stop telling boys they should have nothing to do with kindness and love! What are you, a throwback to the 1950s??"
A spokesperson for Primark said this when approached on the incident: “Inclusivity really matters to us and we work hard across our campaigns, stores, and products to reflect this.
"We offer a broad range of styles across our kids' clothing to cater for every taste and preference and have evolved our approach in recent years to remove gender-specific labels on all our kids and baby ranges.
"Ultimately, we want our customers to choose and decide who and how they wear our clothes and our campaign imagery and the way we talk about our clothes reflects this.
"However, we are always learning, we welcome customer feedback and will continue to look at where we can do more."
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