Global Citizen is a community of people like you

People who want to learn about and take action on the world’s biggest challenges. Extreme poverty ends with you.

Girls & Women

This Sexist Christmas Display Just Got a Killer Feminist Makeover


Why Global Citizens Should Care
The UN’s Global Goals call for equal rights, regardless of gender, sexuality, race, religion, age, disability, or any other status. Just like we honour the suffragettes who campaigned for female suffrage 100 years ago, it’s vital we continue to drive out sexism wherever we find it. Take action for gender equality here.

There’s a reason why Mariah Carey never sang “all I want for Christmas is a frilly velvet lounge bra.”

While the pop legend famously dismissed her desire for stocking-fillers, it appears that one of the UK’s biggest supermarkets believes it’s found the secret to what men and women truly wish for this festive holiday.

And feminist campaigners aren’t thrilled by the result — a gendered display positioned underneath a Christmas tree in a store window in Nottingham town centre.

Take Action: Tell the UK Government: Help Create a World Where #SheIsEqual

The Marks & Spencer store was advertising gifts coined as “the must-haves that make Christmas.”

In the red corner, lingerie for women was promoted as “must-have fancy little knickers.”

And in the blue, sharp suits for men worn by model David Gandy, complete with Gareth Southgate waistcoats, described as the “must-have outfits to impress.”

Nottingham shoppers soon started protesting.

Local artist Fran Bailey posted a photo of the display in a Facebook group called Feminist Friends Nottingham, describing it as “completely vomit inducing,” and questioning if “we really [have] not learned anything in the last 35 years.”

The image was then passed to FiLia — a nonprofit that organises the UK’s largest annual feminist conference — by a member of the group called Sian Steans, according to HuffPost UK.

Read More: These Incredibly Sexist Ads Just Got Turned Upside Down

“I felt embarrassed when I saw it,” Steans told HuffPost UK. “As a feminist and a mother to a young daughter I felt embarrassed that I had to yet again explain why women are depicted with so little respect.”

“Nottingham has a long history of championing women’s rights,” she added. “As the first city in the UK to make misogyny a hate crime, it is disappointing to see a window display that reduces women to their underwear while the male statement is about dressing to impress.” 

FiLia then tweeted it out — and it’s since become a hot conversation on some of Britain’s biggest morning television shows.

It wasn’t long until campaigners edited the Marks & Spencer display so it read “must have full human rights” instead.

Other photos show the word “women” written in pink lipstick on the pavement outside the shop window.

Read More: Sexist Adverts Might Soon Be Banned in the UK

“I think M&S using such a strapline is just really crass when so many are without the necessities of warmth, shelter, and food,” first responder Bailey told the Guardian. “The problem is that we’re so browbeaten by this sort of imagery that we don’t even recognise what it is anymore.”

“It’s pandering to notions of gender that are so outdated that it’s unbelievable that it’s still being spouted out,” she continued. “I’m disgusted because I’d have thought that M&S was a grown-up store that knew better.”

“I know M&S is not the worst offender by any means but this particular juxtaposition is just grotesque,” she added. 

In May, a public consultation was launched in an attempt to ban harmful gender stereotypes in UK adverts. 

A similar ban already exists in London after a controversial weight-loss billboard asking commuters if they were “beach body ready” went viral in 2016. Within a year, London Mayor Sadiq Khan had changed the advertising policy for all London transport services — and Paris soon followed.

And now, the internet is wondering how the Marks & Spencer display got as far as the shop window.

There are over 1,000 Marks & Spencer stores across the UK — and the supermarket chain told the BBC that the juxtaposition of those two displays will appear in other branches, too.

“M&S sells more underwear, in more shapes, sizes and styles, than any other retailer, especially at Christmas,” a spokesperson for Marks & Spencer said. "We've highlighted one combination in our windows, which are part of a wider campaign that features a large variety of Must-Have Christmas moments, from David Gandy washing up in an M&S suit through to families snuggling up in our matching PJs."

The display at the Nottingham store has since been covered up by the store.