Primark has been accused of selling children’s clothing with “incredibly sexist” messages.
Author Kate Long shared images of text printed on tops in the discount retailer’s Chester store on Sunday.
While girls were told to be ‘grateful’, ‘humble’ and ‘always perfect’, boys were told they were ‘limitless’, ‘total icons’ and ‘born to win’.
Primark said inclusivity “is really important” and offers a “wide range of styles”, reports the Manchester Evening News.
Posting on Twitter, Ms Long asked: “Can anyone spot a difference in tone here? A difference in narrative?”
“It’s incredibly sexist, outdated and unnecessary for both boys and girls. Stop telling girls 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?” she added.
Ms Long has previously drawn attention to contrasts in messages used for different genders in UK stores including Matalan, Sainsbury’s, Asda and Tesco.
Responding to the Twitter thread, equality campaigner Not Only Pink and Blue said the situation was “maddening”.
“We really need Main Street to think about the expectations that these messages set. Why not have all these messages on all the clothes?”
Primark added that it had removed gender-specific labels from its children’s and baby ranges in recent years.
He added: “However, we are still learning, we appreciate customer feedback and will continue to look for where we can do more.”
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