Following a campaign by Twitter users, Kmart has been compelled to recall a line of knickers featuring sexually suggestive text.
Images of the underwear displaying phrases such as “Call me” and “I [heart] rich boys” went viral on the social networking platform, inciting outrage among many users who argued that they were sexist and contributed to the sexualisation of girls.
These items were part of the Girls Xpress range, targeted at teenagers aged 16 and older, and were available in Australia and New Zealand prior to the influx of complaints.
A representative from Kmart stated that the underwear was not intended for children and was positioned in the adult section of the stores.
“We believe there may have been some misunderstanding because (the labels indicate) sizes 8 to 18, and we think people assumed those corresponded to children’s ages,” she explained.
“Any woman who shops is aware that size 8 is meant for women,” continued the spokeswoman.
“However, we listened to the feedback and recalled the inventory, even though I believe there has been some misunderstanding.”
Hetty Johnston, founder of the child advocacy organization Bravehearts, expressed that the products contribute to a culture of sexualization directed at girls.
“We, as adults, have the responsibility to protect our children, yet we dress them in a manner that resembles prostitutes and inundate their environment with sexual messages,” she stated.
“These incidents keep occurring, and such products persist in being manufactured despite our ongoing complaints.
“Kmart ought to feel ashamed; this situation is absolutely disgraceful.”
Ms. Johnston urged individuals concerned about the sexualisation of girls to boycott establishments that carry the underwear.
by John Jackson
