John Lewis has banned girls’ and boys’ labels on their clothes.
They have also separated the areas where the girls’ and boys’ clothes are put. Styles haven’t changed though – you’ll still find floral dresses and skirts but the retailer is simply proving that they can be worn by girls and boys.
Caroline Bettis, the head of children’s wear at John Lewis, said: “We do not want to reinforce gender stereotypes within our John Lewis collections and instead want to provide greater choice and variety to our customers, so that the parent or child can choose what they would like to wear.”
John Lewis’s website still has separate sections but changes are planned.
Tory MP Andrew Bridgen said: “I have no idea what would possessed John Lewis to do this. Boys and girls labels and signs are informative. I think removing them could be very confusing for the consumer. It appears political correctness continues to march and, whether it is going in the right direction, is a point for debate. I cannot see many customers buying a dress for their six-year-old boy.”