'It makes me sick': Shoe Zone blasted for 'offensive…

'It makes me sick': Shoe Zone blasted for 'offensive gender stereotyping' amid photo of girl in heels

Shoe Zone has been accused of 'offensive and regressive gender stereotyping' with the way it depicts footwear for boys and girls.

Campaigners have criticised the retailer over its size guide featured on its website. The girls' guide shows the feet of a young girl standing inside some high heels, while the boys' one shows three little boys playing on some grass.

It talks about how buying shoes for growing girls can be 'quite difficult', whereas for boys - who like 'playing football, climbing trees and getting up to mischief' - 'it's important he has the right pair of shoes for his adventures'.

Let Clothes Be Clothes, a campaign to end gender stereotyping in the design and marketing of childrenswear, highlighted the issue on social media, describing it as 'completely unnecessary'.

It says stereotypes exist throughout the website, giving the impression that 'for young girls the choice represents a challenge for the style conscious ‘princess’, whereas boys’ shoes need to be durable'.

For boys, parents are told 'it's important he has the right pair of shoes for his adventures' (Shoe Zone)

The section on choosing shoes for older girls and teenagers states: "Girls love shoes. It’s a fact. Older girls and teenagers are especially in touch with what’s hot and what’s not when it comes to footwear. Whether it’s ankle boots or brogues, ballet shoes or trainers that she’s into right now, it’s all about the passion for fashion!"

Francesca Cambridge Mallen PHD(c), of Let Clothes Be Clothes, has made a formal complaint about the issue to the Advertising Standards Authority (ASA).

She told the Manchester Evening News' Manchester Family : "As a mum, guess what - I want my shoes, and my kids’ shoes, to do more than just look a certain way. I want comfort, practical shoes and I find the teen girls as fashionistas appearance obsessed stereotype both deeply offensive and indicative of harmful, and regressive stereotyping aimed at children and young people.

"I would therefore like the ASA to investigate this as a formal complaint against Shoe Zone on the basis that such advertising of their products - based on style and type of shoe, not just as a sizing guide - represents both harmful and offensive gender stereotyping."

The size guide talks about how buying shoes for growing girls can be 'quite difficult' (Shoe Zone)

Dozens of people responded to her tweet about the issue, sharing her dismay.

"This might be the most overt stereotyping I've seen with shoes," said one. "This is ridiculously old-fashioned and sexist advertising," said another.

A third added: "This is awful - girls play football, climb trees and get up to mischief too!! Why are boys seen to be adventuring but girls being "fashionable?" makes me sick."

Shoe Zone has not responded to requests for a comment from both the MEN and Let Clothes Be Clothes.

A spokesperson for the ASA confirmed a complaint has been received, adding: "We’re currently assessing this complaint to determine whether there are grounds for investigation."

Do you find the size guides offensive? Do you think the retailer is stereotyping children with the images an text? Let us know your views in the comments here.

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