GAP

From blackwiki
Revision as of 14:14, 29 December 2020 by Rinrin (talk | contribs) (Created page with "thumb|GAP Logo '''The Gap, Inc.''', commonly known as '''Gap Inc.''' or '''GAP''', (stylized as GAP) is an American worldwide clothing and accessories re...")
(diff) ← Older revision | Latest revision (diff) | Newer revision → (diff)
Jump to navigation Jump to search
GAP Logo

The Gap, Inc., commonly known as Gap Inc. or GAP, (stylized as GAP) is an American worldwide clothing and accessories retailer.

Gap was founded in 1969 by Donald Fisher and Doris F. Fisher and is headquartered in San Francisco, California. The company operates six primary divisions: Gap (the namesake banner), Banana Republic, Old Navy, Intermix, Hill City, and Athleta. Gap Inc. is the largest specialty retailer in the United States, and is 3rd in total international locations, behind Inditex Group and H&M. As of September 2008, the company has approximately 135,000 employees and operates 3,727 stores worldwide, of which 2,406 are located in the U.S.[1]

Back in April 3rd, 2016 GAP launch a campaign in collaboration with Ellen Degeneres' lifestyle brand ED to encourage girls everywhere to be themselves, according to a statement on Gap's Facebook page.[2] The ad in question depicts four young girls that are part of Le Petit Cirque, a traveling circus company that features boys and girls between the ages of 5 to 14.[3] The #GapKidsxED campaign ad showed two white girls in impressive acrobatic positions, while a black girl stood passively as a third white girl used her head as an armrest.[4]

Gap Controversial Ad, 3 April 2016
Gap Ad 2015

Backlash

The photo was shared with the caption: "Meet the kids who are proving that girls can do anything."
The photo was quickly met with a backlash from Twitter users:

@GapKids proving girls can do anything... unless she's Black. Then all she can do is bear the weight of White girls. #EpicFail -@TheTherapyDiva

@GapKids What is the message for Black girls? Are they meant to be seen as subordinate? Shame on you, Gap! -@eight4878

@GapKids Thanks for perfectly illustrating what 'passive racism' looks like in mainstream media. #DiversiryFail She is NOT your arm rest. 😑 -@Jmo120

@GapKids she doesn't even look happy in this photo. She's busy being treated like furniture. Subliminal Racism. -@CosmicIfe

Writing in The Root, a black culture magazine, Kirsten West Savali argues that the advert compounds "the feeling that our black bodies are undervalued and positioned to serve as props upon which white bodies can be better appreciated and admired." For her the critical reaction on social media was most definitely "valid".[5] Kirsten West Savali also wrote, “While all of the girls are adorable and, indeed, all of them should grow up to be and do anything, it becomes problematic when the black child is positioned to be a white child’s prop.”[6]

A black film director added a new twist to the story. Matthew A. Cherry tweeted a picture from an old Gap ad campaign that showed a tall black girl resting her arm on the head of a shorter white girl, side by side with the new image. "Does the pic on the left make the pic on the right OK?" he asked.[7]

GAP Ad Replacement After the Controversy

Apology

Just 1 day after the critics hit, Gap decided to replace the image in the ad campaign and apologized.

"As a brand with a proud 46-year history of championing diversity and inclusivity, we appreciate the conversation that has taken place and are sorry to anyone we’ve offended," a Gap spokeswoman said in a statement. "This GapKids campaign highlights true stories of talented girls who are celebrating creative self-expression and sharing their messages of empowerment. We are replacing the image with a different shot from the campaign, which encourages girls (and boys) everywhere to be themselves and feel pride in what makes them unique."[8]

Further, it turns out the two girls in the controversial pose are adopted sisters. Their mother is actor Brooke Smith (Ray Donovan, Grey’s Anatomy), who also went public on social media to provide some context.[9]

External Link

The ad at GAP Official Twitter
Gap older campaign at 2015 @MatthewACherry Twitter

References

  1. GAP inc.. Retrieved December 29, 2020.
  2. Kim, Susanna. Gap Pulls Ad Called 'Racist,' Apologizes to Critics, ABC News, 6 April 2016. Retrieved December 29, 2020.
  3. Kell, John. Gap Apologizes for 'Racist' Ad, Entrepreneur, 5 April 2016. Retrieved December 29, 2020.
  4. Heilpern, Will.Gap has apologized over an ad for its kids clothing line that people said was racist, Business Insider, 5 April 2016. Retrieved December 29, 2020.
  5. Is this Gap advert racist?, BBC News, 6 April 2016. Retrieved December 29, 2020.
  6. Beer, Jeff. Gap Apologizes For Kids Ad Controversy, Swaps Image, Fast Company, 4 April 2016. Retrieved December 29, 2020.
  7. @MatthewACherry Twitter
  8. Kim, Susanna. Gap Pulls Ad Called 'Racist,' Apologizes to Critics, ABC News, 6 April 2016. Retrieved December 29, 2020.
  9. Beer, Jeff. Gap Apologizes For Kids Ad Controversy, Swaps Image, Fast Company, 4 April 2016. Retrieved December 29, 2020.