PRIMARK has been slammed online for selling a range of "outdated" clothes which urge girls to be "grateful" and "humble," while encouraging boys to be more "assertive."
Outraged novelist Kate Long, 58, spotted a selection of "sexist" tops in the Chester branch of the high-street store, and immediately shared snaps on Twitter.
To her horror, she found some of the girls' tops were emblazoned with slogans such as: “Be kind”, “Kindness always wins”, “Grateful, humble and optimistic” and “Be good, do good”.
Meanwhile, the boys' clothes included phrases which encouraged them to be more ambitious and self-assured, such as: "Change the game. Rewrite the rules. Go for it. Born to win.”
A second read: “Explore. Nothing holding you back."
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Alongside the post, she questioned: "Can anyone spot a difference in tone here? A difference in the 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. The message to little girls is to be compliant and passive.
"Always think of others. Put on a pleasant, smiling face, for that is your job in the world.
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“It’s incredibly sexist and outdated and unhelpful to both boys and girls.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!"
She added: "What are you, a throwback to the 1950s??"
And it wasn't only Kate who was taken aback by the outdated phrases, with hundreds of others taking to the comments section to express their anger.
"Thank you for this thread," wrote one. "I’ve never liked or bought clothing with messages or logos on them. It starts from birth – bibs with Mummy’s little angel / hero printed on them."
A second commented: "Basically telling girls what to be (compliant), and telling boys what they are (little demigods)," while a third added:
"God how depressing – thanks so much for flagging this. I actually shop there for my daughter and not my sons. But it’s definitely given me food for thought."
A spokesperson for Primark told Fabulous: “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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