Really, Gap? Don't You EVER Try To Silence #BlackGirlMagic

Photo Credit:

| April 04 2016,

10:57 am


"This video LOOKS off. I don't understand why the person who edited/directed this ad didn't see how odd it looked to have a child not speaking at all through this clip. I'm not going to make it about race/colour but this video is off. Why add the little black girl in the clip if she's not going to speak. She looks like a damn prop." -Moni Que W

"Ellen...really? No alarm went off? You should recognize the pink elephant in the room as you, too, are supposedly a representative of one who has chosen to use your voice to point out the obvious and respect differences. Shame on Gap and this perky, pukey example of "empowerment." I'll teach my little girl otherwise." -SM Minima

"Not one word out of the little girl in pink. And yet, so many people don't see the problem with this. The kid is literally the "token" minority for this ad. The only reason she's there is to prove to the white audiences that "we aren't racist". But black people know what's going on here, we've seen it before, time and time again. This is nothing new. This ad is the definition of CASUAL Racism." -Alyssa M

And the comments go on and on like this. I would say that this is a moment for Black Twitter to drag them, but we have to do more than just spout our outrage in moments like these. While Gap didn't give the lovely Lucy an opportunity to be heard and celebrated equally with the other girls, we can speak up with our dollars. We can shout from the mountaintops how much we adore all of the Lucys around the world whose magic is constantly being stymied. This isn't just about a corporation who isn't culturally competent. It's about the pervasive culture that says black girls in particular don't matter enough to be protected, heard, uplifted, or celebrated. It is the notion that we will readily and consistently accept this without protest. That we'll put clothing labels above self love. That we'll leave Lucy to fend for herself. Through this ad campaign, the message heard around the world by little black girls is that all of our struggle this far has put them in the room... they just can't say anything.

Maaaaaan Lucy, I've got your back, baby girl! Like a black mama coming up to the school to ride on that teacher who is failing or inappropriately punishing her child for no good reason, my head scarf and vast vocabulary are readied at the hip. And for those who would call themselves allies, now is your time to stand up for Lucy as well, and call Gap out by not spending your dollars there. Because we all want to be heard. And Lucy doesn't deserve this.

What are your thoughts on Gap's ad campaign? Will you continue shopping at Gap? Let us know in the comments!

Photo: tumblr
Photo: tumblr

READ NEXT: Great resources that'll help you better understand feminism