Hong Kong fashion retailer Giordano came under fire this week for a range of clothing that netizens deemed sexist.
One particular t-shirt in the company’s “Team Family Series” included a women’s t-shirt with the word “cook” and “I like to cook for my kids” alongside pictures of sandwiches.
The design prompted a social media outcry, with netizens saying that it represented a step backwards for feminism in Hong Kong. Some even threatened to boycott the store over the t-shirt.
In response the company removed promotions featuring the t-shirt from its customer-facing website and social media pages, and elsewhere, “where physically possible.”
According to the Hong Kong Free Press, it could still be found at some stores in the region on Tuesday.
Giordano made a public apology on its Facebook page over the apparent controversy, but said that it remained proud of its apparel, designed for all walks of life.
“We agree that the ultimate products could be a better way in [terms of] presentation. That is one of many ways [of] presenting the love [of] family which did not reflect our entire true values,” the statement read.
It said that the words on the t-shirts were supposed to represent different aspects of life and implied that any gender stereotyping was unintentional.
“Stereotyping and sexism, or any kind of prejudice, however unintentional or passive, has no place at Giordano or in society. At Giordano, we celebrate a diverse range of definitions for family and did not intend to enforce traditional, gendered stereotypes.”
Hong Kong does not have laws against what is perceived to be sexist or gender-specific advertising. But women’s organizations are increasingly speaking out, accusing companies of promoting unrealistic beauty standards and boxing women into certain professional and domestic roles. MDT
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