Shoe Zone has been accused of 'offensive and regressive gender stereotyping' because of the way it depicts footwear for boys and girls on the size guide 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.
According to the Manchester Evening News, the copy 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'.
A campaign called Let Clothes Be Clothes which aims to end gender stereotyping in the design and marketing of childrenswear, highlighted the issue on social media, describing it as 'completely unnecessary'.
The campaign 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'.
Shoes for older girls and teenagers reads: "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). Speaking to the Manchester Evening news, "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."
Responding to the Tweet, dozens of people said: "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 offered no comment to both the MEN and Let Clothes Be Clothes. A spokesperson for the ASA however confirmed a complaint has been received, adding: "We’re currently assessing this complaint to determine whether there are grounds for investigation."
