UK supermarkets – this is an appeal TO YOU!!!!

As it’s #dressdownfriday, I thought I’d share my thoughts on the picture that’s doing the rounds on social media of the kids clothes on sale at Morrisons.


Like most other mums, I can’t afford to buy all my kids clothes at trendy fashion boutiques – I rely heavily on stuffing a few multipacks and a couple of hangers of clothes into my shopping trolley when I’m hurrying around the supermarket.

Supermarket fashion outlets clothe most of the children in this country, and when they perpetuate tired and outdated stereotypes like this, they are actively helping to limit aspiration and individuality in our kids.

Yes, parents have the final say as to what clothes they buy their kids. But whether they like it or not, major supermarket chains have a responsibility to consider their influence and the impact they have on a generation of young children who are forming their ideas about gender and their place in the world.

So this is a plea to all the major supermarkets – from one mother who is sick to the back teeth of boys being told to ‘be tough’ and girls being told to ‘be pretty’ – please, PLEASE put an end to the hyper-gendering of kids clothes.

Asda, Morrisons, Tesco, Sainsbury’s – You have the scale and therefore the power to inspire, empower and encourage a generation of children though the clothes that you sell. Please use this power to make a positive, lasting difference!

Let me know what you think – do you think supermarkets could do more to challenge gender stereotypes, or do you think the buck falls squarely with the parents? Let me know!

3 thoughts on “UK supermarkets – this is an appeal TO YOU!!!!

    1. Thank you so much for your nomination, Caro! It means so much to me that you like my stuff! Can’t wait to read the post now… xxx

  1. Thanks for writing about this Charlotte. I think many of us were very put off by this! For me, it’s a combination. Parents can speak loudly with their wallets, but you make a great point that for most parents, they’re shopping on a budget and it’s not always feasible to seek out the kind of clothes that you really want, at a price that works. Retailers have an obligation to present products that align with consumers’ values, rather than what they claim the shoppers “want.” These shirts fail miserably to represent the images that children want to believe for themselves.

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