Gap has issued an apology for a commercial photo shoot that caused many people to call the clothing line racist.
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Ellen DeGeneres and GapKids partnered for an activewear line called GapKids x ED, and the clothing line’s campaign launched with an ad featuring four girls from Le Petit Cirque – three white and one black – and posted on social media with the tweet “Girls Can Do Anything.”
However, the photo is causing a lot of controversy as one of the white children in the image is resting her arm on top of the head of the only black child featured in the photo. As the Root points out “a distinctly unempowering pose that harkened back to an antebellum South in which black children were used as armrests and footstools, and a present where black children are systemically devalued.”
@QueenNzinga13 @Tuniekc @GapKids exactly my thoughts!..then this: Twitter Thinks This Gap Kids Ad Is Racist,Do You? https://t.co/meOmqTWrY3
— Badges of Evil (@PaperBagBiotch) April 3, 2016
.@GapKids “empowers” little girls by employing racist microgressions at black girls #notanarmrest @TheEllenShow https://t.co/g8KRDPJgjt
— Carrie Cutforth (@CeeCut4th) April 3, 2016
@GapKids reevaluate your racist photographers & creative directors cause someone chose the wrong poses
— ; ?? (@StormmSpence) April 3, 2016
Gap responded to the criticism with an apology and shared how they planned to fix their error in judgement.
“As a brand with a proud 46-year history of championing diversity and inclusivity, we appreciate the conversation that has taken place and are sorry to anyone we’ve offended,” Gap spokeswoman Debbie Felix said in a statement to Co.Create. “This GapKids campaign highlights true stories of talented girls who are celebrating creative self-expression and sharing their messages of empowerment. We are replacing the image with a different shot from the campaign, which encourages girls (and boys) everywhere to be themselves and feel pride in what makes them unique.”
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This news comes as Gap is struggling to find people to buy their clothes. According to recent reports, sales have decreased again this quarter by 3% causing their stock price to drop.
San Francisco-based Gap likewise saw its stock price drop on Oct. 9 to around $36 to $37 from around $41 to $42 after revealing on Oct. 8 that comparable sales at its flagship brand were down 3%, compared with gains for its Banana Republic and Old Navy chains.
Many people believe the image is a direct reflection in the lack of diversity in the executive level and powerful positions within the Gap company. What’s worse is that the young black model’s modeling career will be forever tarnished by this clear lack of oversight.
