Primark has been accused of selling children's clothing with "incredibly sexist" messaging.
Author Kate Long shared images of text printed on tops in the discount retailer's Chester store on Sunday.
While girls were urged to be "grateful", "humble" and "always perfect", boys were told they were "limitless", "total icons" and "born to win".
Primark said inclusivity "really matters" and that it offers a "broad range of styles", reports the Manchester Evening News.
Posting on Twitter, Ms Long asked: "Can anyone spot a difference in tone here? A difference in narrative?"
"It's incredibly sexist and outdated and unhelpful to both boys and girls. Stop telling girls their place is to serve others! Stop telling boys they should have nothing to do with kindness and love! What are you, a throwback to the 1950s?", she added.
Ms Long has previously drawn attention to contrasts in messaging used for different genders in UK stores including Matalan, Sainsbury's, Asda and Tesco.
Replying to the Twitter thread, equality campaigner Not Only Pink and Blue said the situation was "infuriating".
"We really need the high street to think about the expectations these messages set. Why not have all these messages across all the clothes?"
Primark added it had removed gender-specific labels on its children and baby ranges in recent years.
It added: "However, we are always learning, we welcome customer feedback and will continue to look at where we can do more."
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