London mum calls for boycott of H&M over short shorts row
A mother-of-two has called for a boycott of high street chain H&M for 'sexualising young girls' after claiming that the only shorts she could find for her daughter were 'inappropriate'.
Delea Shand, 37, wanted practical shorts for her young daughter Aloysia, 5, but discovered that the only ones available for girls at her local store in Centre Court Shopping Centre in Wimbledon, London were excessively short and very fitted.
The only long shorts she could find were in the boys' section, which were baggy and down to the knees.Â
The musician has now vowed to boycott the chain until it changes its girls' range to make them less overtly sexual.Â
Mother-of-two Delea with her daughter Aloysia, 5. She couldn't find any 'practical' shorts for her daughter to wear while shopping in H&M
Delea said she could only find cropped shorts for age five girls (left) at H&M while shorts for the same age aimed at boys were much baggier and longer (right)
Delea said: 'I just needed to go buy shorts for my five-year-old daughter so nipped into the shopping centre to have a look.
'In the end, we had to buy leggings which we cut to an appropriate length. I just couldn't buy those shorts.
'We were in H&M and the shorts pictured were literally the only pair of shorts that they had. [But] the boys' section was full of [regular shorts].'
Delea complained to staff when she first saw the shorts while shopping last week, and said some of the employees agreed with her that they were too sexualised.
She said: 'I said this is sexualising young girls and the employee said "I totally agree with you". Some of the others working there all said yes and agreed with me.
A sample of the shorts on sale for young girls at H&M. The range features very short hotpant-style shorts, which are also quite fitted, despite being sold to children as young as five
Meanwhile, H&M's boys' section for the same age range features clothes that are much baggier and longer
'There wasn't a manager there at the time but I was told they would pass on my feedback. I called their customer service line and logged an official complaint.
'I think I will shopping elsewhere because H&M's clothing is not suitable for children. Yes, it's convenient but I'll start prioritising other places.'Â
She added: 'I spoke to other parents and originally posted this on my personal Facebook too. I got 30 replies straight away from parents who said they were either shocked or they had the same issue all the time.
'I will be boycotting H&M. There's a lot of feeling among other mums that their clothes are not appropriate.'
H&M were contacted for comment but fa iled to respond. Â
The musician claims there is too much gendered clothing and admits that she allows her three-year-old son Caleb to wear Frozen leggings, despite friends saying he will be 'mad' about it when he's older.
Delea said: 'I think there's a real lack of gender neutral clothing for kids, even in stores that are making clothes appropriate for children.
Delea and her daughter (right) with her husband Gus Paul, 37 (left) and their three-year-old son Caleb (on Gus' shoulders, left)
Delea made the shocking discovery at Centre Court Shopping Centre in Wimbledon, London
Online, the girls' range of shorts features a plethora of fitted and very short hotpants (left), while the boys' range features shorts that are much longer (right)
Delea just wanted to buy some practical shorts for her five-year-old daughter (pictured with Delea) but only found fitted and 'sexualised' shorts at her local H&M
'They still make the mistake of making pink clothes for girls and blue for boys. There are Spiderman for boys and Frozen, or butterflies and hearts for girls.
'We need to be reflecting on this as customers and as parents and the clothing maker need to be reflecting on it as manufacturers.
'Even from a sun protection perspective, it is exposing girls to the risk of burning. And they don't seem very comfortable.
'They would never be able to climb a tree in those shorts, unlike the boys' ones. They are not going to protect them from getting scratched.
'To be honest, I don't buy a lot of clothes because we get them bought by grandparents for gifts.
'I don't know if it's just H&M. I know it's not specifically a kids' store and I wonder if it's because it's based on adult fashion.
'I have a son who's three and there's a huge difference.
Mother Emma Linley, 43, was disgusted to find what she described as 'padded' bras in the children's section aimed at girls aged between seven and 14
Emma believed the bras in the children's section were far too sexual for young girls to wear
'Even if you have a boy and a girl you're not able to pass clothes along anymore because they're fitted so differently.
'He does wear her old clothes if they fit because he sees that she wears them and he is more than happy to wear her old Frozen leggings.'Â
Earlier this month, another mum complained to Primark after finding 'sexy' items in their children's clothing department which were aimed at girls as young as seven.
Emma Linley, 43, was in Primark's flagship store on Oxford Street, London, shopping for her two young daughters when she came across items labelled 'My First Bra' in the seven to 14 section that she believed were padded.
Outraged by the underwear, Emma was compelled to writ e a letter to CEO Paul Marchant asking him to reconsider selling the products as she believes they teach girls they need to enhance their bodies.Â
A Primark spokesperson said: 'Primark's bras for girls are designed and shaped purely for support, comfort and modesty, and adhere to the BRC's (British Retail Consortium) Childrenswear guidelines. These bras are moulded not padded.'
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