Gap's Kids Clothing Ad Tagged As Racially Insensitive, Retailer Apologizes

Clothing and accessories retailer Gap was criticized after it released an advertisement which many deemed as "racially insensitive." Though the brand has apologized, a lot of people are still giving their negative reactions, especially online.

USA Today reported that the company's ad featured four members of the circus and acrobatics group Le Petit Cirque. What triggered the outrage of the people was the image of a white kid resting her elbow on the head of a black girl.

Many who saw the ad said they had the impression that the black kid was only used as a "prop" for the material. It was highlighted that the racist tone was present since the photo came with the caption "Meet the kids who are proving that girls can do anything" but the black girl seemed to be just standing on the photo and not doing any pose or trick.

Are those Gap Kids ads racist? https://t.co/oR2xeUPWJb pic.twitter.com/qj89ayA51K

— The Daily Beast (@thedailybeast) April 4, 2016

According to BBC, the advertisement may not be intentionally racist but it reflects "passive" racism on the part of Gap. Cultural critic and writer Kristen West Savali mentioned in an article on The Root that the campaign poster made black people like her feel less about themselves.

"[It 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," she added. "The ad is what happens when black faces appear, but no black voices are at the table."

After the numerous criticisms on social media, the brand decided to take down the advertisement and expressed their apologies to those who felt offended. "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," read the statement of Gap spokesperson Debbie Felix in a statement sent to Fortune.