Gap has been criticised over their latest advertising campaign that has been labelled ‘sexist’. The campaign features an image of a boy labelled “the little scholar”, wearing a T-shirt with Albert Einstein’s face, next to a girl wearing pink who is referred to as “the social butterfly”. The ad says of the boy “your future starts here”, while the girl’s clothes are “the talk of the playground”. There has been no immediate response from Gap to the backlash to the campaign that has been labelled ‘sexist’.
There have been very public campaigns to persuade toy and clothing manufacturers to abandon the stereotypes of boys as being active and clever, with girls passive and pretty. The toy store Hamleys abandoned its pink and blue signs for boys and girls after being accused by one blogger of “gender apartheid”.