Thu. Oct 10th, 2024

British Psychologist Teams Up With Miriam González’s Charity Inspiring Girls To Take On Sexist Messaging In Kid’s Fashion

UK social enterprise Not Just A Princess® is tipped to disrupt the status quo of the kid’s fashion world with its own range of gender positive t-shirts, whilst providing an online inspirational career hub for young girls.

Founder, Business Psychologist and Mum, Jennifer Toll is calling for a step change in harmful widespread gender sexist messaging on kid’s clothing. Not Just A Princess® is on a mission to put the science behind fashion, demonstrating why what we write on our children’s clothes is important in forming future expectations.

To help turn the tide, the start-up and challenger brand is launching exclusive career stereotype-smashing organic t-shirts (RRP: £16.00) for young girls. Available in sizes from six months up to eight years, the t-shirts are all 100% organic cotton and printed in the UK. The enterprise has the backing of Miriam González Durántez’s Charity Inspiring Girls International. The charity is dedicated to raising the aspirations of young girls around the world by connecting them with female role models. Their campaign involves face-to-face or virtual sessions between girls in schools (aged 10-15) with women talking about their careers, plus hosting industry-insight events. Currently in 36 locations across 9 countries, Inspiring Girls is open to any country to join the campaign. From each sale of a t-shirt 12.5% is donated to Inspiring Girls International.

Oxfordshire-based entrepreneur, Jennifer Toll, started the brand when she noticed the options for her daughter’s clothing were very different to what was available for boys. She wanted to create aspirational alternatives to princesses, fairies and mermaids.

The social enterprise hosts its very own online hub detailing job profiles and information that challenges gender career related clichés. This easily accessible hub profiles a day in the life of a Firefighter, an Engineer, a Surgeon – all ‘not just for the boys’ jobs – encouraging young girls to consider a full range of career options and the ambition to fulfil them.

Not Just A Princess plans to expand the enterprise in 2019 by developing its career hub with professions in which men are currently underrepresented such as nursing and teaching.

Psychologist and Founder of Not Just A Princess, Jennifer Toll commented: “We want to put a stop to the rampant sexism in the children’s clothing industry. This idea goes beyond blatant sexism – it’s about the fact that girl’s clothes are often just ‘cute’ and ‘pretty’. The messaging on boys clothing is ‘cool’, ‘boys will be boys’ or ‘superstar’.

“It’s no surprise that women grow up with a different level of confidence and a heightened need for perfectionism than men and we wonder why women make up only 23% of those in core STEM occupations in the UK? We’ve got to create more equal mindsets in girls and boys and clothing messages is a great place to start.

“Clothing is of course just one facet in the complex system of sexism and projection of stereotypes – but it’s one of the easiest that we can do something about through the Not Just A Princess movement. A close look at the high street shows you that we have a long way to go.”

Inspiring Girls International Founder and Chair, Miriam González Durántez said: “Issues such as the pressure of labels and the lack of access to female role models affect most girls all around the world. Inspiring Girls wants to raise their aspirations, to feel free to make their own choices. We have partnered with Not Just A Princess because they are challenging these labels by creating inspirational, gender-positive clothing for kids. By joining forces, we hope to break down existing gender stereotypes, and encourage girls to explore some of the careers that women are still under-represented in. This is a fantastic partnership and we are delighted to have Not Just A Princess supporting Inspiring Girls. Together, we can inspire the next generation of women.”

The ideal Christmas gift, the Not Just A Princess t-shirts are available to buy now online at www.notjustaprincess.co.uk

#notjustaprincess

If you're thinking of buying something recommended by us, please go via the links on our pages. When you do this we may earn a fee which supports our editorially independent, family business.

By Penny McCarthy

Penny McCarthy is a seasoned entrepreneur and co-founder of Parents News UK, a pioneering publication launched in 1993 to serve the needs of busy parents in Southwest London. Alongside her husband, Fergus McCarthy, Penny played a crucial role in the rapid expansion of the printed edition, which grew from a local startup to a widely circulated monthly publication with a reach of 192,000 copies across Kent, South London, and beyond. Under Penny’s leadership, Parents News quickly became a trusted resource for families, providing valuable information on education, entertainment, sports, and family-friendly events. Her vision helped the publication extend its influence with franchises in Northern Ireland and Cornwall, catering to a growing demand for accessible, family-oriented content. In 1997, recognising the importance of digital media, Penny spearheaded the launch of Parents News UK Online. The website initially mirrored the content of the printed editions and has since evolved into a comprehensive online resource for parents, achieving significant popularity with up to 700 daily hits. In 2017, the publication transitioned fully to an online platform, continuing to inform and engage families across the UK. Today, Penny remains deeply involved in the ongoing success of Parents News UK, focusing on innovative advertising opportunities and future growth plans. Her dedication to supporting families through accessible and practical content has made Parents News a cherished name in households across the country.

Read next