The high street is still deeply segmented by gender. So much so that signage isn’t even necessary. It’s apparent which section of the shop is ‘for you’ just from the colours, patterns, motifs and garment shapes…. and it starts from newborn.
Before launching Playtime Prints, I compiled a document tracking the colours, features and themes used across children’s clothing and marked whether they were assigned to the boys, girls or unisex ranges. It was an unbelievably easy (and depressingly extensive) exercise.
This goes far deeper than a blue/pink divide.
Clothing is a powerful form of self-expression and identity but when the offering is so prescriptive, we’re not just dressing kids, we’re telling them who to be before they’re even old enough to form their own opinions.
Personality traits. Interests. Comfort. It’s all stitched in and gendered.
At this point you might be thinking "Does it really matter? Surely it’s harmless?"
Research from The Fawcett Society shows that our understanding of our ‘place in the world’ is shaped in early childhood (from birth to 7 years). Children as young as two begin recognising gender differences, and by six many have already internalised limiting beliefs about what’s ‘appropriate’ for their gender.
Worryingly, the research highlighted that children were already associating intelligence with being male, and niceness with being female. These stereotypes shape futures. They influence confidence, career choices, relationships, mental health and overall happiness.
In short, gendered expectations shape a child’s entire life.
“Gender stereotyping is everywhere and causes serious, long lasting harm – that’s the clear message from the research for the Commission. From “boys will be boys” attitudes in nursery or school, to jobs for boys and jobs for girls views among some parents, these stereotypes are deeply embedded and they last a lifetime.” SAM SMETHERS, FAWCETT SOCIETY CHIEF EXECUTIVE
This isn’t about beige compromise.
This is about challenging gender stereotypes and removing limitations so we can all be the full-colour versions of ourselves.
That’s why we design Playtime Prints for personalities, not conventions.
