Target Features Woman In Hijab In ‘Back To School’ Catalogue! And… Cue The Fury!

Target Features Woman In Hijab In ‘Back To School’ Catalogue! And… Cue The Fury!

Target Australia has certainly gone the diversity route in its new ‘back to school’ catalogue featuring a number of models of ethnic diversity, kids with disabilities, and even a mother wearing a hijab.

It follows on from the recent good work down by rival Kmart that featured kids with Down Syndrome in its television advertising and print catalogues.


And, such are the times, the hijab-wearing mum sending her kid off to school hasn’t gone down well with everybody.

A deplorable Twitter poll asked Target shoppers if the ad would make them more or less likely to shop at the store following the ad. When B&T checked the poll this morning the “less likely” was winning with 95 per cent of the vote. However, it should be noted that just over 500 people had done the poll.

Many noted that head coverings had just been banned in the Muslim nation of Morocco over security fears but were being touted in Australia.

A quick glance this morning at Target’s Twitter page reveals just some of the Islamophobia.

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Thankfully, not all the feedback was negative, with many lauding the initiative via Target’s Facebook page. “Thanks, Target. Being a mother of a special need child and being a hijabi this is so relatable. Keep it up,” wrote one. While another added: “Loving the diversity in the new catalogue! Good to see people of different abilities and cultural backgrounds in the new catalogue.”

In response, Target wrote: “We always aim to be inclusive with our advertising, whether it’s in relation to age, gender, ethnicity or people with a disability. We love the diversity which can be found in our customers and always aim to reflect this in our advertising.”

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