News

Gap faces backlash over 'sexist' kids' range ad, which also contains an unfortunate spelling mistake

Gap has come under fire from Twitter users calling its kids range ad 'sexist' / Gap

Clothing retailer Gap is facing a backlash online over an ad for its GapKids clothing range which Twitter users have described as "sexist".

The creative in question (pictured above) was designed to promote the US-based brand's new toddler series to UK customers and shows a little boy and girl pictured side-by-side.

The young boy is kitted out in an Einstein t-shirt, with text beside him reading: 'The Little Scholar: Your future starts here,' while the girl is wearing a cream jumper and kitten ear headband with the accompanying strapline stating: 'The Social Butterfly: Chambray shirts + logo sweaters are the talk of the playground.'

The promotion was sent out to customers via email, while a slightly different version currently appears on the landing page of Gap's toddler section on its website showcasing how different types of personalities fall in line with the range.

The juxtaposed pictures of the little boy and girl were first highlighted by psychologists Andrew and Sabrina (@PsychScientists) on Twitter, and has caused uproar among regular users and campaigners who believe Gap is suggesting that while boys can be 'scholars' girls should stick to fashion.

Others were quick to point out that Gap had also misspelled 'Einstein', calling into question the 'scholar' aspect of the t-shirt in the ad.

Gap UK has yet to release a statement on the campaign.

It's not the first time the brand has landed itself in hot water because of a kids ad – earlier this year the brand was accused of "racism" over a campaign for its Ellen DeGeneres' kids' line which depicted a young white model leaning on an African American model.

Users said the taller girl appeared to be using the shorter girl as "an armrest," but Gap said sorry in a statement while reports revealed that the two girls were in fact sisters by adoption.

Get the Newsletter

Keep up to date with the latest news and insights.

Subscribe

Rebecca Stewart

Rebecca Stewart is a reporter at The Drum with a remit to cover the latest developments in social media marketing and wider industry news. Based in Glasgow, she has interviewed key figures from brands like Airbnb, Amnesty International, Facebook and Spotify. She has covered international events in Berlin and Amsterdam, as well as Advertising Week Europe.

All by Rebecca