John Lewis has become the first UK retailer to remove gender labels from its boys’ and girls’ clothing ranges.
Labels have been taken off individual items, and designated sections have been brought together in store. Own-brand clothing now bears the labels “Girls & Boys” or “Boys and Girls”.
John Lewis made the move in an attempt to combat gender stereotyping of young children. Caroline Bettis, head of childrenswear, commented: “We do not want to reinforce gender stereotypes within our John Lewis collections and instead want to provide greater choice, so that the parent or child can choose what they would like to wear.”
The move, which includes all clothing except school uniforms, comes after several retailers, among them Gap and Clarks, have been criticised for running childrenswear campaigns that appeared to follow gender stereotypes.