Gender-neutral kids’ clothes: a peculiar obsession

Should you know someone who has just had a baby, I’d suggest you don’t look for a ‘It’s a boy!’ or ‘It’s a girl!’ card in John Lewis. I imagine they’ve all be thrown on the bonfire along with the ‘boys’ and ‘girls’ clothing labels, which the retailer renounced last week.

John Lewis has become the first department store to rid its shop floors of separate girls and boys signs and to label all children’s clothing ‘girls and boys’. Caroline Bettis, head of childrenswear at John Lewis, said: ‘We do not want to reinforce gender stereotypes within our John Lewis collections and instead want to provide greater choice and variety to our customers, so that the parent or child can choose what they would like to wear.’