Let’s just check – it’s 2018, right? You’d be forgiven for thinking it wasn’t when you hear stories like this…
When Sian Robson, a university manager from Ashford in Kent, looked at the washing instructions in her 13-year-old daughter Caitlin’s hat, she was pretty shocked.
She discovered that the woolly hat from Missguided had a small extra note on the washing label which read: “…or give this to your mum, she’ll wash it.”
Robson took to social media to share her outrage in a tweet, writing: “Maybe it’s just possible Dad is capable of putting on a wash too!?”
She conceded that the advice is, of course, tongue-in-cheek but is nevertheless calling on retailer Missguided to remove it.
Talking to The Sun, she said: “At first, I didn’t believe that a female fashion brand would put something like that on a product. I know they’re trying to be funny but it’s a bit naff. It’s not something you would expect to see.
“It just didn’t sit right with me. I looked on the Missguided website and I noticed they were all for promoting girl power. They seem like a brand that want to encourage young women to break stereotypes so I’m not sure why they would have something like this in their clothing.
“I’m sure that a lot of men and dads would admit that they also help with the washing, it isn’t something to be embarrassed about.” Damn right.
“I did tweet them and they seem to be really responsive on there. I haven’t had a reply yet but there is still time.”
Missguided say on their website that they are committed to “empower females globally to be confident in themselves and be who they want to be” but this seems like the total opposite.
This is disappointing from a brand whose latest campaign prides itself on being completely unretouched, with slogans including #KeepOnBeingYou and #MakeYourMark.
To announce the campaign, Missguided wrote: “As part of our new #KeepOnBeingYou campaign we’re on a mission to inspire babes the world over to love themselves, for themselves, to embrace your flaws, and to not strive for what the world perceives as perfection, because f**k perfection, it doesn’t exist.”
We couldn’t agree more. We just hope that Robson’s complaint goes some way towards getting the brand to ensure the rest of their products (including those labels) are as consistently empowering and female-positive as this awesome campaign.
Images: Victoria Palacios/Misguided