Primark has been criticised by shoppers for "outdated" and "unhelpful" slogans on children’s clothes.
The fashion giant has come under fire after a controversial slogan was spotted by shoppers in a Chester store.
The clothing in question was highlighted on Twitter after an eagle eyed shopper shared a thread of the different slogans, comparing boys’ and girls’ clothing, reports BirminghamLive .
READ MORE: Home Bargains shoppers love ‘amazing’ geometric vinyl floor tiles
Among the girls' slogans were: “Be kind”, “Kindness always wins”, “Grateful, humble and optimistic” and “Be good, do good”.
But on the boys', the slogans were: "Change the game. Rewrite the rules. Go for it. Born to win” and “You are limitless”.
After sharing a number of photos of the products, the shopper wrote: "Can anyone spot a difference in tone here? A difference in the narrative? Boys are awesome in themselves and don’t need to consider anyone else.
“Boys are about doing and girls are about feeling. Boys take what they want; girls consider others. The message to little girls is to be compliant and passive.
"Always think of others. Put on a pleasant, smiling face, for that is your job in the world.
“It’s incredibly sexist and outdated and unhelpful to both boys and girls. Stop telling girls their place is to serve others!
“Stop telling boys they should have nothing to do with kindness and love! What are you, a throwback to the 1950s??”
A spokesperson for Primark said: “We offer a diverse range of fashion and styles across our children’s range to suit a broad mix of tastes and styles.
"Inclusivity really matters to us and we work hard across our campaigns, stores, and products to reflect this.
"But we are always learning and we welcome feedback and will look into this further."
Get the top stories straight to your inbox by signing up for one of our free newsletters
